Research On Marketing Strategies Of W Ski Resort In Chongli

With the successful bidding of the Winter Olympic Games,the national economy level of our country continues to grow steadily,and the leisure time at the disposal of domestic residents is increasing.Skiing vacation tourism,as a new tourism mode,has gradually become one of the important choices for Chinese tourists in winter tourism projects.The skiing vacation tourism industry has also developed rapidly with the pace of the Winter Olympic Games.The direction of this paper is how to make W Ski Resort in Chongli stand out among the numerous ski resorts in China,how to become the leader among them and be able to sustain good management.In this paper,PEST model is used to analyze the political,economic,social,cultural and technological environment of the snow farm,and then Porter’s Five Forces Model is used to analyze the competitive of the snow farm systematically.Through SWOT analysis model,the advantages and disadvantages of snow farms are found,and different strategies are formed with opportunities and threats.Through close cooperation with local governments and major snow farms in China,enterprises can minimize the threats.Through the STP theory to subdivide the market of the ski resort,the subdividing market that the W ski resort will enter in the future is given.Taking the young and middle-aged people in Beijing,Tianjin and Hebei as the main target market,the dominant position of W ski resort in Beijing,Tianjin and Hebei region is determined through differentiation strategy in the middle and high-end target market.Subsequently,using 4Ps theory,this paper gives a consumer-oriented marketing strategy,it means that ski resort is a place that provides sports and entertainment tourism.In the choice of strategy,this paper is more inclined to develop a marketing mix strategy for the W ski resort.Finally,this paper gives the implementation of marketing strategy and related safeguard measures to ensure the correct and effective implementation of marketing mix strategy,which provides theoretical support for the future good operation of W ski resort and healthy development of ski tourism as a green industry.Through the analysis of the typical case of Chongli W ski resort,this paper formulates a series of marketing mixed strategies,hoping to provide some theoretical reference for the future researches of ski tourism and vacation industry,and also provide some practical guidances and feasible values for the future development of domestic ski resort.