A Research On The Brand Competitiveness Of Genting Ski Resort Secret Garden

With the successful bid for the 2022 Beijing Winter Olympic Games and the grand vision of General Secretary Xi Jinping's "300 million people participating in ice and snow" campaign,the development of skiing market in China has been further promoted.Under the condition of modern market economy,the competition of ski resort area has also been upgraded from product competition to higher level brand competition.Brand has become the main means to enhance market competitiveness.Genting secret garden(hereinafter referred to as Yunding)as the venue of veneer and freestyle skiing competitions for the 2022 Winter Olympic Games,how to stand out in the fierce competition and enhance the competitiveness of enterprises.In the current situation,it is urgent to build and enhance its brand competitiveness.This paper takes the brand competitiveness of Genting secret garden as the research object,using the methods of documentation,field investigation,comparative analysis,questionnaire survey and expert survey,expecting to analyze the brand competitiveness of Genting secret garden based on the theoretical knowledge of brand competitiveness and the characteristics of the ski resort itself.It is hoped that through the research on the brand competitiveness of Genting secret garden,scientific decision-making basis will be provided for the cultivation and promotion of the brand competitiveness of ski resort,and it will play a certain reference and enlightenment role for other ski resorts in Chongli area or other areas in China.The conclusions of this study are as follows: 1.External environment has brought great development opportunities and challenges to the brand competition development of Yunding Ski Resort.In the case of Chongli Snowfield Cluster,Genting secret garden urgently needs to develop brand competition strategy.Second,Genting secret garden has the same basic brand capacity as Wanlong and Taiwu,which is superior to the other four skiing resorts.Brand management ability is superior to the other six ski resorts,which have great advantages in location and brand promotion.Brand market capacity is lower than Wanlong ski resort.Third,Genting secret garden's brand basic ability is good,there is still a certain gap from the better level.Brand management ability belongs to a better level,and brand market ability performance is poor.In conclusion,Genting secret garden brand competitiveness is general,compared with other ski resorts,there is no greater advantage.The following suggestions are put forward: 1.Genting secret garden,as a venue for free-style skiing and snowboarding in the 2022 Winter Olympic Games,should actively safeguard its relationship with the government departments of the country by taking advantage of the opportunities and favorable policies of the 2022 Winter Olympic Games,and publicize it at the national level so as to enhance its global brand awareness.2.Improve the quality of service in an all-round way.In the design of snow resorts,the core is the experience of tourists,paying attention to the development of details,cultivating corporate brand culture,and enhancing the basic ability of brand.3.Strengthen brand maintenance,establish a special brand communication department and a comprehensive penetration management system,further expand the scope of radiation and media attention,and improve brand management capabilities.4.create the interaction mode between original brands,create independent and influential brand activities,enhance the influence and irreplaceability of Genting secret garden,and enhance the brand market competitiveness.