Research On Marketing Strategy Of Thaiwoo Ski Resort

Along with our country bid for the winter Olympics Successfully,the ski industry will have great development in our country,ski resort,which is the core of the ski industry,its operation is good or bad will directly affect the ski industry sustainable development and popularization of skiing in our country,the market marketing as a very important part in the operation of ski resort,to some extent the success of marketing directly affects the survival and development of ski resorts.Therefore,it is of great significance to study the marketing of ski resorts for the good and sustainable development of ski resorts,skiing industry and skiing.In this paper,we choose Thaiwoo Ski Resort as the research object.Through the methods of Literature Review Method,expert interview and questionnaire survey,analyzing the macro environment of Thaiwoo Ski Resort from the aspects of politics,economy,social culture and technology,analyzing the micro-marketing environment of Thaiwoo Ski Resort from the aspects of enterprise itself,competitors and consumers;the SWOT analysis is used to analyze and summarize the internal environment and external competition of Thaiwoo Ski Resort,build the SWOT matrix;Using the marketing classic 4P theory to sort out and study the marketing situation of Thaiwoo Ski Resort,The main conclusions are as follows:1.From the inside of the enterprise,Thaiwoo Ski Resort has strong competitive advantages in natural resources,planning and design,infrastructure and other dimensions;From the external environment,there exist national policy support,local government attention and the positive influence of the winter Olympics,but there is fierce competition in the region.2.The consumers of Thaiwoo Ski Resort are mainly young and middle-aged people with a strong economic payment ability and higher educational background of 18-40 years old.The main occupations are employees of enterprises and institutions,students,service sales personnel,and many come from Beijing.3.In terms of product strategy,there is a shortage of recreational products,inconvenience of transportation,unreasonable hotel structure and low efficiency of summer project operation.On the pricing strategy,the price adjustment strategy is single and the pre-sale card strategy brings the consumer "identity depreciation";In terms of channel strategy,network channel needs to be strengthened;In terms of promotion strategy,personnel promotion strategy efficiency is low,digital Internet promotion lacks communication with customers.In terms of marketing strategies,the following Suggestions are given: 1.On the product strategy,new product development strategy and product portfolio strategy should be adopted in Thaiwoo Ski Resort.2.On the pricing strategy,the Thaiwoo Ski Resort should adopt a diversified pricing strategy,such as different pricing strategy,quantity discount strategy and group-buying strategy.3.On the channel strategy,should adopt multi-channel distribution way,continue to improve the traditional sales channels,at the same time pay attention to the development of new channels,in addition to put special emphasis on the development and application of the Internet channel.4.On the promotion strategies,the combination of advertising promotion,public relations promotion and personnel promotion should be adopted.5.Pay attention to the application of 4C marketing strategy in the marketing activities of Thaiwoo Ski Resort.