玉屏湖蝴蝶生态旅游园主题特色鲜明,与周边旅游景点相比,具有独树一帜的特色。在以红色旅游为主的广安旅游产业中,如何成功营销蝴蝶生态园,开拓广安除红色旅游外的新型旅游产品,促进广安旅游业的发展是一个亟待解决的问题。本文结合文献分析、SWOT分析等研究方法,提出了基于4P理论的玉屏湖蝴蝶生态旅游园的营销策略建议,以期对蝴蝶生态园的自身发展有一定帮助,也对其他主题公园的发展具有一定的参考价值。 Yuping Lake Butterfly Ecotourism theme features distinctive, compared with the surrounding tourist attractions, has its own unique characteristics. In Guangan tourism industry, which focuses on red tourism, how to successfully market Butterfly Ecology Park, open up new tourism products besides Guang’an Tourism and promote the development of Guang’an Tourism Industry is an urgent problem to be solved. Based on the literature analysis and SWOT analysis, this paper proposed the marketing strategy suggestion of butterfly eco-tourism park of Jupin Lake based on 4P theory in order to help the Butterfly Ecological Park to develop itself and also to have certain development in other theme parks Reference value.