The Qipanshan Ice And Snow Tourist Projects Marketing Research

This paper takes the Shenyang Qipanshan ice and snow tourism project as the research goal,investigates and analyzes the marketing situation and marketing environment of the ice and snow tourism project in Qipanshan,Shenyang,and then formulates a scientific and effective marketing strategy.Many Chinese ice projects are concentrated in Liaoning,Jilin and Heilongjiang regions.In recent years,with the continuous support of the country on ice and snow resources projects,ice and snow projects have been actively expanded in many cities in North China and Northwest China.Competitors in Shenyang Qipanshan Snow Tourism not just the surrounding areas,Changchun and Heilongjiang cities.This paper studies the macro environment of Shenyang Qipanshan Scenic Spot,focusing on three aspects:location,macro environment and park facilities.This article applies SWOT theory to the ice and snow tourism project analysis and research.Market segmentation of consumers,mainly from the tourists' age,gender,occupation,wage income,motivation for consumption and travel companion way sampling.Applying 4PS theory to develop the marketing strategy of Shenyang Qipanshan ice and snow tourist scenic spot,from four aspects of the tourism product portfolio strategy,the tourism product price strategy,the tourism product channel strategy,the tourism product promotion strategy.On this basis,the product strategy of the ice and snow product portfolio is put forward.Sales models such as sales promotion and cooperation with large-scale companies,sales of student holiday groups and the like are put forward,and new promotion methods such as experiential marketing and exhibition marketing are developed on the basis of advertisements And rely on government-led group,the development of joint marketing strategy.This article puts forward suggestions on the implementation of the marketing plan of ice and snow tourist spots in Qipanshan,Shenyang.It mainly carries out the following four aspects:strengthening the service consciousness of"people-oriented",perfecting the internal management mechanism of scenic spots,strengthening the innovation of tourist products in scenic spots and using the marketing tactics flexibly.