Esearch On The Marketing Strategy Of XiLing Snow Mountain Ski Resort

The upcoming Winter Olympic games which will be held in Beijing is a booming opportunity for skiing-industry,and "300 million people participate in ice play" has become a policy call for the development of skiing-tourism.With the development of economy and the improvement of people’s living standards,skiing-tourism,as an emerging market for tourism,is becoming more popular in people’s lives,which make it an important source of economic income as well as a new economic growth point of tourism industry.Meanwhile,under the catalysis of market demands,skiing-tourism destination shows the trend of growth in number and expansion in scale,which results in a more fierce competition.So how to defeat the competitors and continue to be "NO.1" in the competition will be a long-term consideration for enterprises.Xiling Snow Mountain Ski Resort,as the premier skiing-tourism destination in southwest China,is the most competitive ski resort in the south.However,with the passage of time,marketing problems become more and more prominent.Based on this,this paper will analyze it in the following order.First of all,by consulting the relevant literature,this paper briefly summarizes the study on the field of Skiing and destination brand experience.Secondly,through questionnaire survey and field investigation,this paper analyzes the tourist characteristics of XiLing Snow Mountain Ski Resort from the aspects of gender,age,consumption motivation and so on.And with the help of the constituent elements of the business model,it can be analyzed that Xiling Snow Mountain Ski Resort has six competitive advantages.Then,by using the method of SWOT analysis,it is found that the ski resort has the internal advantages of location,environment,enterprise background and hardware equipment.However,it also has the disadvantages of off-season management,brand influence,consumption level,service quality and professionals.Macro-economy,policy support and the opportunity of the Winter Olympic Games have brought good opportunities for the development of ski resorts,However,it is also faced with the threat of a sharp increase in the number of competitors and continuous pressure on eco-environmental problems.Finally,according to the ST,WO and WT strategies,this paper thinks that the marketing problems faced by Xiling Snow Mountain Ski Resort are embodied in three aspects:the mismatch between competitiveness and competitive advantage,the inconspicuous effect of brand marketing,much higher cost perception of tourists,and puts fotward some measures to improve the marketing strategy.This paper thinks that the key link to improve the marketing strategy is to enhance the comprehensive competitiveness of Xiling Snow Mountain Ski Resort and to promote the matching between competitiveness and competitive advantage as far as possible,while The number of visitors,as one of the necessary indicators to evaluate its competitiveness,provides a verification thoughts for the improvement of marketing strategies.Therefore,this article proposes to intensify the brand experience of the ski resort from the four aspects of stimulating tourists’senses,triggering tourists’ thinking,driving tourists’ behavior and enhancing tourists’ affectivity.Proceed to optimize the brand marketing,and reduce the cost perception of travlers.With the influence of these measures,the comprehensive strength of XiLing Snow Mountain Ski Resort will be further enhanced.The innovation of this paper lies in exploring the marketing management of southern skiing-tourism destination,attaching importance to the construction of tourists’ multi-dimensional experience in skiing-tourism destination,and verifying the influence mechanism of destination brand experience on tourists’ willingness to visit.