R Ice And Snow Resort Marketing Strategy Research

With the successful holding of the 2022 Winter Olympics in Beijing,China’s ice and snow sports have developed rapidly,and skiing,as a part of it,has also been popularized to a large extent.As the carrier of skiing sport,an indoor ski resort with a good management,will become the basic premise of the development and popularization of skiing,so indoor skiing resort marketing strategy is the most important factor of the ski resort business,the science of the market strategy formulation and development for the long-term development of indoor ski resorts,the popularity,the sustainable development of ice and snow industry has important significance.This thesis takes Chengdu R Ice and Snow Resort as the research object,analyzing it by using PEST method,SWOT method,literature research method,the means-end chain model analysis methods,and finds out the main problem of the resort.Based on the relevant theories and marketing strategies,this thesis puts forward scientific solutions according to the actual situation.Thesis analyzes the basic situation of the resort from some aspects: the internal and external environment analysis,the advantages,disadvantages,opportunities and threats,and makes market strategies suitable for it from multiple perspectives.Through the investigation and research,this thesis finds out the following conclusion: R Ice and Snow Resort has its own advantages to attract skiers,the main problem is the low skiing consumer loyalty,the resort being lack of a stable long-term consumer groups.In order to solve this problem,this thesis propose the marketing strategy of cultivating R Ice and Snow Resort ski population.Through the analysis of skiers by using Means-end Chain model,we found that among the long-term skiing consumers,the gender difference of choosing to participate in indoor skiing is not huge,the age of consumers is concentrated in 11-45 years old,the family monthly household income being at the upper middle level,and the annual skiing consumption costing about 1,200 yuan to 8,000 yuan.For the demand and value of skiers,most people participate in skiing in order to satisfy their own interests and want to get a greater sense of achievement and satisfaction from sports.Most skiing consumers like to choose to travel with family or friends.The average frequency of skiing is 3-5 times a year,and the single skiing time is3-5 hours.In terms of the main factors which affects the participation in skiing including: skiing facilities,prices,safety service,ski congestion,convenient transportation,family and friends travel and catering.Based on the consumer demand and loyalty theories,this thesis analyzed the value and benefit pursuit of skiing consumers,combining with the marketing 4P strategy to formulate specific scientific measures: product measures-highlight indoor skiing advantages,improving skiing experience through "ski training school" training,regularly update snow entertainment facilities,and strengthen snow resort safety measures;Price measures: launch discount tickets for different types of tourists,regional special dining discounts,etc.;Promotion measures:encourage consumers to travel with consumers and check in through discounts,and update more coaching videos;Place measures: increase the reminder of congestion on its own platform,and cooperate with travel agencies to shorten traffic time.With the influence of these measures,the problems of R Ice and Snow Resort will be solved.