Study On Integrated Marketing Communication Strategy For Skiing Industry

In the year of2001, skiing population has already topped7million, and kept increasing at an annual rate of195%. The revenue of the skiing market has reached tens of billion yuan, making skiing an important source of income and new economic growth point for tourism industry. As the economic development is gaining momentum, how can skiing industry grasp this opportunity to achieve comprehensive and rapid growth? This paper attempts to bring the ideology of’Integrated Marketing Communication’ into the rapid development of skiing industry.As Northeast being a major base for ice-snow industry development in our country, the Beidahu Skiing Resort of Jilin city Jilin province becomes’the most ideal natural skiing resort in the North East’with its merits of superior natural environment, convenient transport, stable regional market, large-scale events experiences, development guarantee from both city government and district government, as well as advantages over other well-known domestic skiing resorts. Now skiing tourism industry has started to take shape, and Beidahu tourism economic development zone has also become the only one of its category to center its operation on sports tourism.This paper carries out a detailed a case study of Beidahu Skiing Resort in order to better cooperate with relevant government policies and efficient management, support the business operation of skiing industry, help perfect the integrated marketing communication strategy of Beidahu Skiing Resort, and provide integrated marketing communication theoretical reference as well as case study source material for skiing enterprises and skiing industry. This paper has adopted a variety of analysis approaches including documents analysis methods, expert interview methods, as well as compare and contrast to systematically sort out the current situation of skiing industry. On the basis of the above study, this paper identifies the integrated marketing communication strategy as the study object from the perspective of backgrounds, current situation and development potential of skiing tourism and different skiing resorts. Besides, this paper applies marketing and communication theories like the concept of integrated marketing communication, concept of data mining, customer integration, and how to build communication model as basic references, combining the most recent snow season development materials of Beidahu to undertake a comprehensive sorting and evaluation towards integrated marketing communication strategy from the following eight aspects:organization analysis, customer analysis, product analysis, competitor analysis, market analysis, budget, media promotion, marketing strategy as well as results.It can be concluded as follows after the analysis:(1) There is an industrialization, intensification, and branding tendency in the development of Beidahua Skiing Resort.(2) Its integrated marketing communication strategy is diversified.(3) There are also following shortcomings in its strategy:The core positioning of its integrated marketing communication strategy is not clear enough; the advertisement slogan is too much of a cliche; real price range hasn’t come into form, and the data mining towards customers is insufficient. Therefore, this paper suggests to reform media promotion strategy, expand new customers; to establish long-term relationship with enterprises and social organizations to provide professional customer relationship management service. In this way, local skiing industry can be promoted to develop in a benign economic model.