Winter Tourism Marketing Strategy Research Of Harbin

Winter tourism is a bran-new kind of tour concept, and also is a part of tourism industry that develops most quickly, it is called "theme" tourism, sprang up from 1980s. It regards natural sceneries as the carriers, and develops from the base of snow tourism. Through the touractivities, it makes people understand nature, appreciates zoology, and enhances ecology consciousness. Along with the elevation of people's income and the life level, continually pursuing the high life quality, and the tour need of people constantly increases, so the need of winter tourism enlarges progressively. By the total need of winter tourism increasing, at the same time the winter tourism needs of people presents the multiplex and multilayer characteristics. In order to satisfy people's multiplex and multilayer needs to winter tourism, we must confirm the winter tourism marketing strategy that suits the market needs, providing scientific gist for fully using and exploiting the rich winter tourism resource of harbin city.On the base of extensively reading a great deal of literature, this paper summarizes the development and the study actuality of domestic and overseas winter tourism, analyzes the actuality and the questions of in managing winter tourism of harbin city,mainly in the questions that exist in marketing. Through locates the market environment analysis to the Harbin winter traveling, in understood the Harbin winter tourism the market subdivides in the foundation, has conducted the research to the target market and the product localization. The paper uses the method that combines the theory and the demonstration study, is established in the marketing actuality and management status of harbin winter tourism, uses the classical marketing mix 4Ps theory as the basic truss, systematically research the Harbin winter tourism product strategy, pricing strategy, strategy of marketing channel and promotion strategy. Aiming at the competitive development trend of tour product, this paper puts forward brand strategy and network marketing strategy. Finally it brings forward assuring advice aiming at the execution of harbin winter tourism marketing strategy. The hope promotes the Harbin economy development through this article in theoretical side's research.