Research Of Jinan Ski Tourism Marketing Strategy Based On Consumer Behavior

China’s rapid economic development led to progress in the21st century sportstourism-related industries， winter ski tourism has gradually entered people’s field ofvision． At the same time， the improvement of people’s life quality and healthconscious pursuit make people pursuit through the sports tourism in order to achievethe purpose of fitness， leisure and adjust body and mind． The winter in a certainextent for the sports tourism market has certain obstacles， but the ski sport tourism ispopular in this season， people have begun to accept it known as the noble sport ofskiing tourism activities． The winter tourism greatly influenced by the weather，Winter tourism influenced by the weather， but winter ski trips provide a new formfor people and become the economic growth of winter， the proportion is growing ineconomic development． After just ten years of development，our ski tourism markethas begun to take shape， and formed a new situation in northeast area asrepresentative in other parts of the ski market steer． Northeast ski tourism marketstarted early and developed rapidly． Compared with the northeast area， Jinanski tourism market started late， whether in the ski market scale and businessmarketing ideas have a great gap， ski market marketing strategy as a priority amongpriorities of market operation should be concerned．This paper takes the Jinan four ski tourism consumers as the research object， through literature review，questionnaire and interview to collect relevant data andon-the-spot investigation was carried out on the ski slopes，and scientific andobjective to collect data for further analysis．Firstly，do objective descriptions andanalysis in Jinan ski tourism consumer’s age，income，occupation，and travel mode；Secondly， I design the Jinan ski tourism consumer satisfaction three level evaluationsystem，calculated and analyzed the satisfaction from the six levels of cateringaccommodation，transportation，entertainment，management facilities，scenic spot publicity，management and service；Finally，I rationally analyze and discuss Jinan skitourism marketing strategy from product，price， distribution channels and promotionwith consumer behavior．Based on the above analysis the study found Jinan ski tourism market inproduct， price， channel and promotion are inadequate． At the product level， theski resort service is good，but the project type and recreational needs to improve；Atthe price level， charging items of ski resort are chaotic， low transparency；At thedistribution level， Jinan skiing tourism market distribution channel satisfaction ishigher， but the network distribution of marketing channels lack of effectivemanagement； In the promotion of skiing tourism market， sales promotionand efforts are commendable，but in the promotion show obviously not enough，thelack of new ideas．In the promotional level，the ski tourism market promotional tooland intensity showed recognition， but the promotional methods showed significantdeficiencies． Made the following recommendations to Jinan ski tourism marketingstrategy: Firstly， rich product， build quality， expand service areas；Secondly，consolidation charge order and promote a full package price， build trustily tourismconsumption environment；Thirdly，integrating distribution channels，strengtheningchannel management； Fourthly， innovative promotions， accelerate networkmarketing， improve the image of tourist．...