亚布力滑雪场营销策略研究

发布时间：2018-01-01 07:23

本文关键词：亚布力滑雪场营销策略研究　出处：《成都体育学院》2017年硕士论文　论文类型：学位论文

更多相关文章： 亚布力 滑雪场 营销策略 4Cs理论

【摘要】：2008年,北京夏奥会的成功举办,给中国体育带来了深远的影响,竞技体育勇攀高峰,群众体育欣欣向荣,全民健身的步伐迈得铿锵有力。由此可以想见,承办冬奥会,也必定能带动更多的人们参与到冰雪运动中去,享受冰雪运动带来的激情与快乐。2022北京冬季奥运会的成功申办为中国冰雪运动的发展带来了重大契机,中国冰雪运动迎来了前所未有的发展机遇。滑雪运动作为冰雪运动的一种,虽然在我国还是新兴稚嫩的存在,但它却是冬季运动项目的重要组成部分,在世界范围内尤其是北欧、北美等冰雪强国,都有着重要地位。本文以黑龙江亚布力滑雪场作为研究对象,主要进行营销策略的研究。通过文献资料法、问卷调查法、专家访谈法、实地考察法等研究方法,从历史沿革、地理位置、主要构成、多重功能等方面总结了亚布力滑雪场的基本概况,分析了亚布力滑雪场消费者群体在年龄结构、性别比例、职业分布、文化程度、收入水平、消费动机、客源分布等方面的特征;运用PESTE分析法对亚布力滑雪场所面临的政治、经济、社会文化、技术、资源等外部环境进行了分析;运用SWOT分析法从优势、劣势、机会、威胁四个层面建立矩阵为亚布力滑雪场匹配发展战略,并提出亚布力滑雪场的愿景、使命和目标;最后运用4Cs营销理论对滑雪场的营销策略进行研究。文章认为在顾客需求方面,亚布力滑雪场应该建立顾客信息数据库,并满足顾客多样性、层次性需求;在顾客成本方面,要优化顾客的整体成本;在顾客便利方面,要为顾客提供先期便利和过程便利;在顾客沟通方面,亚布力滑雪场应该注重雪场与顾客间的双向沟通,建立有效的沟通渠道,还必须优化服务体系,提升服务质量。本文创新之处在于首次使用4Cs营销理论来对亚布力滑雪场进行营销策略研究,希望研究结果可以为亚布力滑雪场的发展提供借鉴意义。
[Abstract]:In 2008, the successful holding of the Beijing Summer Olympics has brought profound influence to Chinese sports. Competitive sports climb the peak bravely, mass sports flourish, and the pace of national fitness is sonorous and forceful. Hosting the Winter Olympics will certainly lead more people to participate in ice and snow sports. Enjoy the passion and happiness brought by ice and snow sports. The successful bid for the Beijing Winter Olympic Games has brought great opportunities for the development of ice and snow sports in China. Snow and ice sports in China welcome unprecedented opportunities for development. Ski sports as a kind of ice and snow sports, although in China is a new and immature existence, but it is an important part of winter sports. In the world, especially in northern Europe, North America and other ice and snow powers, have an important position. This paper takes the Abli ski resort in Heilongjiang as the research object, mainly carries on the marketing strategy research. Through the literature method. Questionnaire survey method, expert interview method, field investigation method and other research methods, from the historical evolution, geographical location, main composition, multiple functions and other aspects summed up the basic situation of Yabuli ski resort. This paper analyzes the characteristics of the consumer groups in Yabuli ski resort in terms of age structure, sex ratio, occupation distribution, education level, income level, consumption motivation, and distribution of tourists. In this paper, PESTE analysis is used to analyze the external environment such as politics, economy, social culture, technology, resources and so on. SWOT analysis is used to establish a matrix to match the development strategy of Yabli ski resort from four aspects of strengths, weaknesses, opportunities and threats, and to put forward the vision, mission and goal of Yabli ski resort. Finally, using 4Cs marketing theory to study the marketing strategy of ski resort. The article thinks that in the aspect of customer demand, Yabli ski resort should establish customer information database, and meet the needs of customers diversity and hierarchy; In terms of customer cost, we should optimize the overall cost of customers; In terms of customer convenience, it is necessary to provide advance convenience and process convenience for customers; In terms of customer communication, the Yabli ski resort should pay attention to the two-way communication between the snowfield and customers, establish effective communication channels, and also must optimize the service system. The innovation of this paper lies in the use of 4Cs marketing theory for the first time to study the marketing strategy of Abli ski resort, hoping that the research results can provide reference significance for the development of Yabli ski resort.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G863.1

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