黑龙江省滑雪场所消费者特点分析与行销策略  

Feature Analysis and Marketing Tactic on the Skiing Consumers in Heilongjiang Province

作　　者：翟金英[1] 高士刚[1] 张荣魁[1] 

机构地区：[1]哈尔滨金融高等专科学校军事体育教学研究部,黑龙江哈尔滨150030

出　　处：《冰雪运动》2007年第6期80-83,共4页China Winter Sports

基　　金：黑龙江省教育厅人文社会科学研究项目(11515024)

摘　　要：了解滑雪消费者特点、提高滑雪消费水平是滑雪产业发展和繁荣的关键因素。采用文献资料查询法及问卷调查法等,对黑龙江省滑雪消费者特点进行分析研究。结果显示:黑龙江省滑雪消费者客源格局,近几年没有得到改变,滑雪消费者以青壮年为主、中高收入者居多和受教育程度较高,滑雪消费的主要动机是休闲娱乐、强身健体和体验刺激等特点。针对滑雪产品交易过程、市场定位,从产品、价格、销售和宣传等几方面提出滑雪行销策略。For developing the ski industry, a key factors is to understand the skiing consumers＇feature and increase the skiing consumption level. With the methods of documentary information and questionnaire, the paper analyzes the skiing consumers＇feature in Heilongjiang province. The result shows that the layout of skiing tourist resource is unchanged in recent years. Most of skiing consumers are young adults with middle or higher income and good education, their motivation of skiing consumption is with recreational, healthy and exceptive feature. It suggests ski marketing tactic from following aspects： trade process, market orientation, production, price, selling and propaganda.

关 键 词：滑雪 市场 消费者特点 行销策略 

分 类 号：G80-05[文化科学—运动人体科学]