Research On Xi'an Bailuyuan Ski Field Marketing Strategy

The marketing is link which relates the enterprise and consumer. With the unceasingly increase in the science and the modernization of the social product day by day, the key of the enterprise management lies in the marketing. The enterprise's success or failure is decided by the market development and the marketing ability. This paper takes the environment analysis, the profession analysis and the SWOT analysis for foundation , and formulates a marketing strategy that does not lack the innovation. The skiing industry is a new one in china. As the number of domestic skiing resorts is increasing , a group of enthusiasts like this game and the competition is becoming more and more fierce. Then in this process of the competition marketing will play a key role.This paper embarks from Bai Luyuan ski field's actual situation, combines modern marketing theory, and formulates Bai Luyuan ski field's marketing strategy in system. The paper roundly analyzes the questions which the ski field now exists. For example, the ski product range is few, the flack is insufficient, infrastructural construction is still not perfect, and service consciousness is also light and so on. Simultaneously the paper also elaborates the present situation of the traveling ski industry. While it analyzes the market macroscopic environment of this industry, the market demand's situation and the competitive environment, I obtained the opportunity and the challenge which the snow field now faces; to investigate the ski field's geographical position, the peripheral environment and the necessary facility, I obtained the snow field's superior position and inferiority position. In the full understanding of competitor, I formulate the scientific, systematic, operational product combination strategy, service strategy, fixed price strategy and the promotion strategy. In the end, according to the analysis of SWOT, segmentation and marketing strategy, this paper proposes several feasible steps such as how to jut out the ski field's vantage compared to the disanvantaged and carry out characteristic marketing and put into a lot of work surrounding "twenty-four hours business" , how to perfect the infrastructure construction, how to enhance network marketing, how to develop the potential market and the view of peculiarity marketing.