The Shenyang Qipanshan Ice And Snow Tourist Projects Marketing Research

Shenyang Qipanshan Scenic Area is the first Snow and Ice tourist and scenic area established in Liaoning Province. After20years of development, the programme of Qipanshan Snow and Ice Tourism has grown to a considerable scale with the annual Qipanshan International Snow and Ice Festival being well-known in the world. Therefore, the study of it has become the key factor which can contribute to remove the bottle neck of the development of winter tourism industry of the Qipanshan Scenic Area and Shenyang.Currently, in China, the Snow and Ice tourism industry is still developing and attracting more and more people. Even though tourists are passionate, the facilities of Snow and Ice tourism industry in Shenyang are not able to meet their satisfaction. Therefore, the development of the distinctive Shenyang’s Snow and Ice tourism industry will not only become a new landmark of Shenyang, but also contribute to the construction of the modern service industry in ail the old north-eastern industrial base of China. It will also bring financial benefits to Shenyang and provide with more employment opportunities.Today, developing Shenyang Snow and Ice tourism as a tourism industry still faces some issues. Even though Shenyang international Snow and Ice festival has recently ranked as top ten by net citizens yearn, it cannot compare with Beijing, Harbin and Changchun, in terms of popularity, scale, construction of facilities and history. Therefore, how to make it stand out of the homogeneous market with its own distinction and create increasing income has become a very meaningful research subject.Based on the analysis of the essential conditions and specialities, the SWOT analysis of the Qipanshan Snow and Ice tourism market in the paper reveals strengths and weaknesses and ensures its current developing phrase. As a result of the self-development of the enterprise and the analysis of consumer market, it is believed that the marketing strategies the programme of Qipanshan Snow and Ice Tourism should be adjusted, in terms of integrated marketing, updating condition of hardware, improving service and so on. As a result of the case study of the programme of Qipanshan Snow and Ice Tourism, conclusions can be reached that the marketing environment analysis is the key factor that determines tourism marketing plans, that the market segments is an essential tool of designing detailed marketing plan and that currently integrating marketing is quite effective means of tourism marketing.