Research On Brand Strategy Of Ski Area In Heilongjiang Province

In the increasingly fierce international market competition environment, skiingcompetition between enterprises in heilongjiang province has risen from thetraditional competitive products and services to the brand competition, ski enterpriseas an economic entity, good branding and business philosophy can be more conduciveto consumer preference for skiing and firm, to strengthen the media, sponsors and thesocial attention to the ski enterprise, skiing and eventually make the enterprise obtainhigher economic benefits and the additional benefits. Therefore, the implementationof brand strategy is an imperative of heilongjiang ski resort management, build abrand development strategy is the core competitiveness of the present stage one of thekey way for the sustainable development of heilongjiang ski resort.First of all to the brand, strategy, brand strategy, brand ski resort concept isdefined, related research laid the foundation for ski resorts brand development. In thispaper, using literature method, interview method, logic analysis and other methods,research is weak and insufficient for ski resorts brand strategy problem, ski resort inheilongjiang province to implement the brand strategy as the breakthrough point, toforeign brands ski resort has carried on the thorough analysis, and draw lessons fromthe world famous resorts instance of creating international brand and absorbed thesuccessful experiences of foreign famous ski resort brand development. Through theshortcomings in the course of brand development of the ski resort in heilongjiangprovince, such as backward brand consciousness, brand marketing, brand positioningbrand personality fuzzy and poor institutional environment, brand development andbrand culture is not deep problems, such as a comprehensive combing, and carries onthe SWOT analysis, summarizes the heilongjiang ski resorts brand developmentrestriction factor, including skiing in facing the international and domestic marketcompetition, the deterioration of ecological environment and skiing penetration ishigher. On this basis, this article puts forward the idea of heilongjiang ski resortsbrand strategy and concrete countermeasures for skiing in the brand development inheilongjiang province, to promote the ski resort, nice and fast development of heilongjiang province, increasing the ski resorts international competitiveness ofheilongjiang province, make the ski trip as a new economic growth point inheilongjiang province.