Research On Customer Segmentation Of Chongli Ski Resort Under The Background Of Winter Olympic Games

The success of Beijing and Zhangjiakou in hosting the 2022 Winter Olympic Games will promote the rapid development of ski tourism in China,the Beijing-Tianjin-Hebei region has also ushered in a good opportunity to develop ski tourism.However,ski resort has rarely made achievement in the development of customer market,so,Further understanding and insight into the ski customer market is particularly important.Through the research,it is found that the single dimension can no longer meet the increasingly complex management practice needs of the Chongli ice and snow sports tourism market,and adopt multi-dimension to segment the customers,mainly including sports lifestyle,brand attitude and behavior intention.In this paper,the customer segmentation of Chongli ski resort as the research object,through a certain degree of market segmentation of Chongli ski resort customers will help the ski market high-level overall grasp of the general situation of the ski market.We can also establish a more rational and profound understanding of each segment of the market,and provide a certain basis for its further development of customer work and development of the customer market.The research methods adopted in this paper include questionnaire method,mathematical statistics method,literature method and field study method.The main conclusions of this paper are as follows:(1)Customers of Chongli ski resort are divided into five types: active skiing,non-skiing positive,high recognition cautious,attitude neutral curiosity and low recognition skepticism,and each of them shows obvious characteristics.(2)Active skiing customers have the highest recognition,participation and behavioral intention in the ski resort.They are the most valuable customers in the ski resort.The ski resort should develop its market according to its needs.(3)Non-skiing positive customers maintain a high level of recognition and and behavioral intention in the ski resort,but there are obvious shortcomings in ski participation,the proportion of such customers is the largest,and it is an important pillar of the customer base in the ski resort.The ski resort should inspire such customers to build and persist in skiing.(4)High recognition and cautious customers have a high degree of recognition and a moderate level of behavior intention,but their sports participation is low.Ski resort should analyze their consumption habits and psychology,and take measures to encourage them to take part in the ski resort.(5)Attitude neutral curiosity type customers maintain the high level in the behavior intention degree,At the middle level of recognition and participation of ski resorts,ski resorts should pay enough attention to the suggestions of these customers in product development.(6)Low acceptance doubtful customers are the lowest in acceptance,participation and behavioral intention of ski resorts,and the proportion of such customers are the lowest,not the mainstream crowd.Ski resort pay due attention to such customers and make selective adjustments.