我国冰雪体育旅游企业营销战略研究  

Marketing Strategy of Ice and Snow Sports Tourism Enterprises in China

作　　者：李艳翎[1] 李光[1] 

机构地区：[1]湖南师范大学体育学院,湖南长沙410012

出　　处：《武汉体育学院学报》2016年第4期12-19,共8页Journal of Wuhan Sports University

基　　金：国家社科基金项目(11BTY014);湖南省科研创新基金项目(CX2014B171);湖南省软科学研究计划项目(2013ZK3037)

摘　　要：采用专家访谈法、文献资料法和问卷调查等方法,通过对当下中国冰雪体育旅游企业营销模式的分析,冰雪体育旅游产品周期模型的建立,中国冰雪体育旅游3大区域市场的划分及3个个案的营销战略规划,从产品成长的角度探索了冰雪体育旅游产品在整个产品周期中产品力、品牌力、价值体系由低级向高级发展的4个典型性阶段;从营销模式的角度揭示了冰雪体育旅游企业营销战略从产品营销致胜向品牌营销致胜转变的过程;从产业发展的角度证实了中国冰雪体育旅游产业区域发展的非均衡;为中国不同区域、不同产品发育阶段的冰雪体育旅游企业营销制定了多维度的参考性战略规划。In this paper,analyses were made through expert interviews,literature study and questionnaire on the marketing model,product cycle model,division of the three regional markets and three marketing plans of ice and snow tourism enterprises in China.Four stages of the tourism product development in the product cycle were analyzed with focus on product capability,brand,and value chain.The transition from product marketing success to brand marketing success was crucial.Due to the fact that there were still regional differences,the ＂East China-Central China-South China＂,the＂Northwest-Southwest＂and＂Northeast-North China＂regional enterprises should make different strategic plans according to the characteristics of the preliminary stage,developing stage,maturing stage and brand marketing stages of the products.

关 键 词：体育旅游 企业 滑雪场 产品周期模型 产品营销 品牌营销 区域市场 

分 类 号：G80-05[文化科学—运动人体科学]