Study On Marketing Strategy Of WD Company Ski Resort

From 1990 s to now,the ski industry has experienced the embryonic period,the initial development period and the high growth period.Although skiing in C hina starts relatively late,but shows a trend of rapid development.In recent years,with the improvement of living standards,more and more people start to participate in the ski movement.It causes the number of domestic ski resort,and the competition of skiing industry is intense.Therefore,ski resorts have started to adjust marketing strategy and competitive strategy to attract consumers and seize more market share.WD company ski resort,as a rising star,relying on its strong brand advantage,has quickly became the industry leader in four short years.With the increasing pressure of the industry market in recent years,WD company ski resort is facing a huge challenge.how to develop in the fierce market environment,is the primary problem the WD company ski resort need to consider.This paper takes the WD ski resort as the research object.O n the one hand,starting from the marketing environment,the author have found out the main rival for WD company ski resort after analyzing the characteristics of the industry trend and competition pattern.On the other hand,the author analyzes the internal current situation of WD company ski resort at first,and then collects and arranges skiing demand preference and satisfaction on consumer.With the aforementioned analysis,the main problems in the WD company ski resort are identified as high skiing price,lack of sustainable consumption,single promoted posts,less promotional activities and shortage of pertinence,and lack of the product and price strategy of differentiated market segments.Aiming at the above marketing problems,This text will combine the result that it classify the ski tourism market in STP marketing theory with re-position the target market,and then put forward a series of marketing strategy suggestions of WD company ski resort from product,price,channel,promotion on four aspects.In the increasingly competitive ski tourism industry,the study on WD company ski resort marketing strategy does not only help the company itself promote the sustainable development and strengthen its core competitiveness,but also provides reference and guidance to perfect marketing strategy and implementation process for other ski resorts of tourism industry.