国家旅游局将2015年国家旅游年主题确定为“美丽中国-丝绸之路旅游年”。在旅游业大环境下研究乡村旅游的营销策略对其可持续发展具有重要意义。我国幅员辽阔,农村旅游资源丰富,乡村旅游作为一种新型产业模式,在优化旅游资源配置、完善旅游系统结构、发展农村经济等方面颇具影响。故本文在对以往研究进行梳理的基础上,概述了乡村旅游的市场发展特征,在分析乡村旅游营销现状和不足的基础上,从理论和实际方面提出了其市场营销的对策和建议,以期更好地促进其未来可持续发展。 China National Tourism Administration will be the theme of the year 2015 national tourism as “beautiful China - Silk Road Tourism Year.” The marketing strategy of studying rural tourism under the tourism environment is of great significance to its sustainable development. China has a vast territory and abundant rural tourism resources. Rural tourism, as a new type of industrial pattern, has an important influence on optimizing the allocation of tourist resources, improving the structure of tourism system and developing rural economy. Therefore, based on the previous research, this paper summarizes the characteristics of the market development of rural tourism. Based on the analysis of the status quo and shortcomings of rural tourism marketing, this paper puts forward its marketing countermeasures and suggestions from the theoretical and practical aspects, Good to promote its future sustainable development.