Yabuli Ski Resort Marketing Strategy Research

In 2008,the Beijing Olympic Games held successfully,and brought far-reaching influence to the China sports,mass sports fitness,the pace of thriving,sonorous and forceful.It can be expected that the host of the Winter Olympics,will certainly be able to drive more people to participate in the snow and ice movement,enjoy the passion and joy of the ice and snow sports.2022 the successful bid for the Winter Olympic Games in Beijing has brought great opportunities for the development of China’s ice and snow sports.Skiing as a winter sports,while in China is still immature emerging,but it is an important part of winter sports in the world,especially in northern Europe,North America and other snow country,plays an important role.This paper takes Heilongjiang Yabuli ski field as the research object,mainly studies the marketing strategy.By using the method of literature,questionnaire,expert interviews,field survey and other research methods,from the history,geographical location,the main structure and the multiple functions of summed up the basic situation of Yabuli ski field,analyzes the Yabuli ski consumer groups in the age structure,gender,occupation,education,the income level,consumption motivation,tourist distribution and other aspects of the characteristics;using PESTE analysis to place Yabuli ski is facing political,economic and social culture,technology,resources and other external environment were analyzed;from the internal advantages and weaknesses,external opportunities and external threats to establish four levels of matrix for the Yabuli ski resort,development strategy using SWOT analysis method,and put forward the Yabuli ski resort’s vision,mission and goals;finally using 4Cs marketing theory to ski Research on marketing strategy.In the customer demand,Yabuli ski field should establish a customer information database,and meet customer’s diversity and hierarchy of needs;in customer cost,to optimize the overall cost of the customer;in customer convenience,to provide customers with advanced facilities,convenience and convenient customer service process;in the aspect of customer communication,Yabuli ski resort should pay attention to the snow field and the two-way communication between customers,establish effective communication channels,we must optimize the service system,improve service quality.The innovation of this paper is the first use of 4Cs marketing theory to research on the marketing strategy of Yabuli ski field,hope to provide reference for the development of the research results can be the Yabuli ski resort.