Based On The Perspective Of "Ice And Snow Culture" On Marketing Strategy Of Yabuli Ski Resort

In 2022,the 24 th Winter Olympic Games were held in China.Although the Winter Olympics have ended,the attention on the ice and snow industry continues to be high,as the Chinese government has issued a series of policies encouraging the development of domestic ice and snow projects,promoting ice and snow sports,and advocating for "300 million people to participate in ice and snow activities".Against this backdrop,a globally renowned ice and snow sports market is gradually expanding,with a significant increase in the number of participants.The ice and snow sports are taking root and growing in China.Harbin,known as the "Ice City," possesses abundant ice and snow resources and scenic areas.Among them,Yabuli Ski Resort,as one of the most representative ice and snow scenic spots in Heilongjiang Province,has unique advantages in terms of geographical location and seasonal climate.As one of the most representative ice and snow scenic spots in Heilongjiang Province,Yabuli Ski Tourist Resort fully demonstrates Harbin’s ice and snow culture and spirit,making it an excellent choice for ice and snow tourism.The resort needs to optimize its hardware and software facilities and develop excellent marketing strategies to attract tourists and enhance its competitiveness in the face of severe homogenization in the industry.This article intends to comb through the marketing status quo of Yabuli Ski Tourist Resort,analyze it through field investigation and literature review methods,use PEST analysis to identify relevant development directions for the scenic area,design survey questionnaires,and objectively analyze the market environment and development direction.Combining the actual situation to identify the problems in the development of the resort,and using the 4P marketing theory to formulate suitable marketing plans for Yabuli Ski Tourist Resort,proposing relevant security recommendations to lay a foundation for the execution of marketing strategies.The enterprise’s development can also drive the development of surrounding villages and towns,increase local economic income,expand employment opportunities,and promote the comprehensive development of related industries.