辽吉黑冰雪体育旅游市场定位的研究  

Study on Ice-snow Sports Tourism Market Positioning in Liaoning, Jilin and Heilongjiang

作　　者：曹亚东[1] 安巍[2] 陈泽奇[2] 

机构地区：[1]沈阳体育学院体育社会科学研究中心,辽宁沈阳110102 [2]沈阳体育学院研究生部,辽宁沈阳110102

出　　处：《冰雪运动》2013年第4期86-91,共6页China Winter Sports

基　　金：2013国家体育总局课题(1880SS13041);辽宁省社会科学界联合会立项课题(2013LSLKTJIJYX-48);辽宁省社科基金项目(L12BTY004)

摘　　要：随着经济的发展和生活水平的提高,人们将更多的精力放在了如何提高自身的健康水平及生活质量方面。在这种背景下,冰雪体育旅游在辽吉黑三省就地理优势的情况下如火如荼地开展起来了,并且成为提高生活质量的重要方式。冰雪旅游是以冰雪资源为基础,以各种冰雪活动来规划设计组合引起人的消费欲望与需求,进而感受参与冰雪体育活动与大自然情趣的一种旅游形式。通过辽吉黑三省"冰雪体育"旅游市场主体形象定位、营销模式定位、客源市场定位、宣传促销定位四方面分析,确立谋划出该区域内"冰雪体育"旅游市场整体性市场定位。Withe the development of economy and the improvement of living standards , people will pay more attention to how to improve the health and quality of life .About this , at the geographical advantages of Lia-oning , Jilin and Heilongjiang , ice-snow sports tourism develops in full swing and becomes the important way to improve quality of life .Ice-snow tourism is on the basis of ice -snow resources , with the design and combination of various ice -snow activities causing the desire and requirement of people , in order to feel involved ice-snow sports activities and natural enjoyment .By analyzing four aspects which are main image positioning , marketing modes positioning , tourist marketing positioning and propaganda promotion po-sitioning of Liaoning , Jilin and Heilongjiang ice -snow sports tourism marketing , the paper establishes to plan the overall marketing positioning of ice -snow sports tourism market in this region .

关 键 词：辽吉黑 冰雪体育 旅游 市场定位 

分 类 号：G805-052[文化科学—运动人体科学]