Qiaobo Ice And Snow World Sport Development Co.,LTD Marketing Strategies Research

Following a cumulative process in the past few years, the skiing industry is currently experiencing rapid development in China. The skiing industry, however, is still lagging behind other sports industries. Notably, nearly80%of companies engaged in skiing stay in a red. This is mainly ascribed to a lack of advanced marketing management methods and fundamental theories for marketing skiing slopes in the skiing industry.Centering on the issue of marketing mismanagement in ski companies, the author adopted the literature consultation, questionnaire survey method, case analysis and logic analysis and exerted modern marketing theories to probe the marketing operation and related strategies of Beijing Qiaobo Ski and Ice World Sports Development Co. Ltd.(Qiaobo), which is the first specialized indoor ski slope in China.The main conclusions of the research are as follows:1.Qiaobo places the company itself in the market as "the paradise of skiing beginners", based on the skiing market demand and the advantage of high safety of the indoor ski slopes2.Qiaobo adopts product strategy to expand its portfolio of products to fulfill the diversity of market demands and customers. The company applies brand strategies to build up its corporate image and enhance its brand influence. To improve the company’s competitive strength, Qiaobo also exerts service strategies for marketing to secure the interests of consumers3. In terms of price strategy, Qiaobo takes flexible and integrated measures. The company sets high prices to pursue and guarantee high quality. Additionally, the company carries out measures of price reduction promotion and differential pricing in accordance with enterprise awareness and market changes altered between sluggish seasons and boom seasons.4. Qiaobo carries out single distribution strategy. Except that some travel agencies are authorized to sell tickets, it is the only way for skiers to buy tickets from the ski slope.5. In terms of promotion strategy, personnel promotion and internet promotion strategies are taken by Qiaobo. However, Qiaobo has not yet set up ticketing system on the website, and thus the company stays in a passive position in the process of internet promotion.