本文基于对生态感知力的认知,探讨生态感知力对乡村旅游产品营销战略的影响。论文以南京江宁区“五朵金花”乡村旅游地为研究样本,以到此一游的境内外游客为研究对象,采用问卷调查、数据相关性处理、统计信度和因子分析等方法对旅游消费群体的生态理念感知度、环境态度感知度、环境评价感知度和环境行为感知度进行解构。研究证明:各类消费群体在生态感知力方面存在较大差异,并得出乡村旅游产品营销战略的最优方案。 Based on the cognition of ecological perception, this paper discusses the influence of ecological perception on the marketing strategy of rural tourism products. The paper takes the rural tourist spots of “Five Golden Flowers” in Jiangning District of Nanjing as the sample of the study, taking the domestic and foreign tourists visiting this tour as the research object, adopting the methods of questionnaire survey, data correlation treatment, statistical reliability and factor analysis The concept of ecological perception, environmental attitude, environmental assessment and environmental behavior perception of tourism consumer groups are deconstructed. The research proves that there is a big difference in ecological perception among all kinds of consumer groups, and the best plan of rural tourism product marketing strategy is drawn.