Research On The Development Strategy Of Taiziling Ski Resort

China has entered the countdown to the 2022 Beijing Winter Olympic Games and the development of the national ice and snow industry is booming,but the overall skiing industry in China is still in its early stage,which is called "the world's largest primary skiing market".As the largest ice and snow sports with the largest mass base,skiing undoubtedly has a huge market value.The development of ski resorts will greatly influence the development of the ice and snow industry,which is of great significance to the realization of "300 million people participating in the ice and snow sports".This article takes Taiziling ski resort as the research object,and studies on its development strategy.Through the methods of literature review,expert interview and field research,this paper firstly presents the basic information of Taiziling ski resort,including its supply and service,facilities and equipment,and personnel.And then its main competitors in Sichuan province are analyzed.PESTEL analysis is used to research Taiziling ski resort from the external causes of Political,Economics,Sociocultural,Technological,Environmental,Legal.SWOT analysis is used to study Taiziling ski resort from four aspects: advantages,disadvantages,opportunities and threats,and a matrix is established.In order to improve the market competitiveness and persuasion of Taiziling ski resort,the differentiation strategy,whose specific implementation plan will be analyzed then,is selected as the type of its development strategy based on differentiated services and products,considering both inside and outside of the industry.This paper holds that the strategic development of Taiziling ski resort requires support of organizations,talents,capital,operation and corporate culture.Specifically,the organizational structure should be readjusted to simplify and improve efficiency directly.In terms of talents,we should pay attention to the selection of the senior management team with the heterogeneous and homogeneous elements,ensure the professional quality of service personnel,and reduce the brain drain.In terms of capital,in addition to the financial support of the group itself,project financing and strategic partners can also be selected to reduce financial pressure and avoid risks.In terms of operation,product attraction needs to be improved,online publicity channels need to be linked up,and the connection with consumers also need to be strengthened.Additionally in public relations,popularity and reputation need to be enhanced by holding high-level skiing events and activities.Corporate culture can be guaranteed by good ski resort environment,values,heroes,cultural ceremony,cultural network and other aspects.At the same time,attention should be paid to the formulation of emergency plans and theprevention and control of the sudden epidemic situation that will affect the operation of Taiziling ski resort.