Research On The Influence Of Consumption Demand And Word-of-mouth Communication On The Development Of Ice And Snow Sports Industry

Industry development has become a driving force for a country's high-quality economic development.As an important part of the modern sports industry system,quality and level of the development of ice and snow sports industry are related to whether China's sports industry can successfully become a pillar industry of the national economy.It can be seen that,developing ice and snow sports industry is an important way to expand the scale of China's sports industry,promote the high-quality development of national economy and build a sports power.However,due to China's ice and snow sports industry is still in the primary stage of development,there is the phenomenon of high-end consumption outflow and low consumption stickiness in the actual development process,it is urgent to explore and establish a consumption power mechanism and information transmission mechanism of ice and snow sports market,to solve the problems in the development of ice and snow sports industry,such as insufficient consumption power,poor information dissemination and loss of consumer groups and so on.The sustainability of consumption vitality and smoothness of consumption information transmission are the foundation of the formation and development of ice and snow sports industry.Therefore,regarding the many challenges in the actual development of China's ice and snow sports industry,this thesis closely focuses on four research questions:"What are the factors affecting the development of ice and snow sports industry?","How to effectively stimulate consumers' consumption demand for ice and snow sports?","How to improve a mechanism of word-of-mouth information dissemination in ice and snow sports market?","How to promote the development of ice and snow sports industry in the era of upgrading consumption demand and rapid dissemination of word-of-mouth information?".In view of the above problems,this thesis systematically analyzes the relevant research on the development of ice and snow sports industry,finding that domestic researches focus on ice and snow sports industry services,products supply status,research causes and other issues.However,these haven't further explored the core factors and their driving mechanisms of ice and snow sports industry development from the perspective of micro consumption demand.Therefore,this research will start from the micro-consumption perspective of the ice and snow sports industry,use grounded theoretical qualitative research methods,and explore the factors affecting the development of the ice and snow sports industry.On this basis,the study uses quantitative analysis methods such as structural equation model analysis,adjusted mediation effect analysis,and interaction effect analysis to systematically analyze and discuss the relationship between consumption demand,word-of-mouth communication and the development of the ice and snow sports industry,and put forward several suggestions to provide corresponding theoretical reference for the follow-up development of our country's ice and snow sports industry.The main conclusions are as follows:firstly,in response to the question of "How to promote the development of ice and snow sports industry in the consumption demand of consumers?" This study uses grounded theoretical qualitative research methods,combines research topics and draws up an interview outline,and adopts in-depth interviews to obtain text data.The consumption extracted through a three-level coding process of open coding,main axis coding,and selective coding.Demand,word-of-mouth communication,resource allocation,product supply,policy support,and cultural publicity are six core factors affecting the development of the ice and snow sports industry.Through the existing research results,it is found that the micro-consumption behavior of the ice and snow sports industry plays a vital role in the development of the industry.Consumption demand and word-of-mouth communication are key variables in the field of micro-consumption behavior and are of great significance to the development of the ice and snow sports industry.This study selects consumption demand and word-of-mouth communication as two key variables that affect the development of the ice and snow sports industry to further verify their impacts on the development of the ice and snow sports industry.Secondly,in response to the question of "How to promote the development of ice and snow sports industry through word-of-mouth communication?",this paper uses structural equation modeling(SEM)to analyze the relationship between consumption demand and the development of the ice and snow sports industry,thus constructing a model of the relationship between consumption demand and the development of the ice and snow sports industry.The research model reveals that under the premise of effective dissemination of word-of-mouth information,enterprises implement the differentiated service strategy will effectively promote the development of the snow and ice sports industry,while the implementation of personalized service strategy has no obvious effect on the development of ice and snow sports industry.Compared with the existing research results,this study found that the subject and object factors in the consumption demand side play a key role in the development of the ice and snow sports industry.However,in the actual development of the ice and snow sports industry,no attention has been paid to the factors that affect consumption demand,ignoring the effect of internal factors of consumption demand on the development of the ice and snow sports industry.Based on the research results,it is proposed that under the background of escalating consumption demand,the main body of consumption demand should be continuously expanded,and the leading role of the consumption demand subject should be given full play to continuously stimulate its consumption demand for ice and snow sports.At the same time,in order to meet the diverse needs of consumers,we should optimize the content of the supply of ice and snow sports products and services,improve the supply system,and increase the"quality" and "quantity" of the supply.Thirdly,question of which "How to promote the development of ice and snow sports industry in the joint effect of consumption demand and word-of-mouth communication?",this thesis builds an interaction effect model of consumption demand and word-of-mouth communication on the development of ice and snow sports industry.The research model reveals that under the premise of the effective dissemination of word-of-mouth information,the implementation of differentiated service strategies by enterprises will effectively promote the development of the ice and snow sports industry,while the implementation of personalized service strategies has little effect on the development of the ice and snow sports industry.This study finds that consumption demand-side consumer word-of-mouth information dissemination has a significant effect on the development of the ice and snow sports industry,and explores the important role differentiated service on the transformation of consumer reputation and the development of the ice and snow sports industry.However,in the current development of the ice and snow sports industry,the importance of word-of-mouth communication has not been paid attention to,and the key point of the development effect of the differentiated service strategy on the ice and snow sports industry has not been grasped.Based on this,it is proposed to fully guide the dissemination of consumer reputation information and provide effective consumer information feedback for the supplier.The supplier implements a differentiated service strategy to improve the development of the ice and snow sports industry core competitiveness.Fourthly,for the question of how to promote the development of the ice and snow sports industry from the joint effect of consumption demand and word-of-mouth communication,this research constructs a model of the interaction between consumption demand and word-of-mouth communication on the development of the ice and snow sports industry.The research model reveals that the combined effects of consumption demand and word-of-mouth communication contribute to the development of the ice and snow sports industry in terms of consumption,environment and media,while the impact on the services of the ice and snow sports industry is not significant.By closely linking consumption demand with word-of-mouth communication from the demand side,this research found that under the conditions of increasing consumption demand and effective word-of-mouth information dissemination,the ice and snow sports industry will develop rapidly.In the actual development process of the ice and snow sports industry,only focusing on how the supply of the industry changes,the actual role of demand and word-of-mouth factors has not been dug out from the consumption demand side.Although the ice and snow sports industry is ushering in a good development opportunity,it is also facing many challenges.It is proposed that the needs of consumers should be firmly grasped,and the optimization and upgrading of consumption demand should be continuously promoted.At the same time,consumer word-of-mouth information should be grasped timely to promote the effective word-of-mouth information to promote the supply of industrial environment,consumption,services,and media effectively,adjusting the structure to promote transformation to continuously meet the needs of consumers.The conclusions of this study have important management significance for the development of the ice and snow sports industry.First of all,this research clarifies the practical problem of how to promote the development of the ice and snow sports industry from the needs of consumers,that is,proactively starting from the consumption demand level,by improving the consumption ability,consumption preference and consumption atmosphere of the consumption demand subject to stimulate consumers consumption demand of ice and snow sports,thereby effectively promoting the development of ice and snow sports industry.Then,this study clarifies how to promote the development of the ice and snow sports industry through consumer word-of-mouth communication,that is,firmly grasping the consumer word-of-mouth communication information,and implementing differentiated service strategies to improve the quality and efficiency of the ice and snow sports industry supply.Promote the development of the ice and snow sports industry on the basis of continuously reversing the effect of consumers'word-of-mouth communication and meeting consumer needs.Finally,this research also clarifies how to use the interactive effect of consumption demand and word-of-mouth communication to promote the development of the ice and snow sports industry.That is,consumption demand and word-of-mouth communication are both important factors on the consumption demand side.Under the background of escalating consumption demand,stimulating consumption demand and establishing a good reputation will play an important role in promoting China's ice and snow sports industry to adjust the supply content,methods and channels,so as to meet the growing consumption demand of consumers and realize the ice and snow sports industry sustainable development.