冬奥会背景下崇礼滑雪旅游度假区品牌竞争力的研究  

Study on the Brand Competitiveness of Chongli Ski Resort under the Background of Winter Olympics Games

作　　者：王鹏龙 赵珂 杨生东[1] WANG Penglong;ZHAO Ke;YANG Shengdong(Zhangjiakou University,Zhangjiakou,Hebei Province,075000 China)

机构地区：[1]张家口学院,河北张家口075000

出　　处：《当代体育科技》2022年第10期101-103,共3页Contemporary Sports Technology

基　　金：2021年度张家口市社会科学研究课题(2021086)。

摘　　要：随着北京冬奥会申办成功,崇礼政府利用得天独厚的自然资源,开始打造特色的滑雪旅游品牌,并且要形成“国际崇礼滑雪旅游胜地”的品牌。该文以崇礼滑雪旅游度假区品牌竞争力为研究对象,运用实地调查法、对比分析法等方法进行对比,分析崇礼七大滑雪旅游度假区的品牌竞争力,可知万龙和密苑云顶乐园的品牌基础能力较强,且各度假区品牌定位不同,面向旅游群体不同。建议崇礼滑雪旅游度假区应打造“春看花秋赏月,夏纳凉冬滑雪”四季旅游品牌;通过全面提高服务质量,加强度假区品牌形象维护。政府也应该积极引导滑雪度假区与国际接轨,培育国际化大品牌。With the successful bid for Beijing Winter Olympic Games,Chongli government began to make use of the unique natural resources to create a characteristic ski tourism brand,and to form the"International Chongli Ski Tourism Resort"brand.Taking the brand competitiveness of Chongli Ski Tourism Resort as the research object,this paper compares and analyzes the brand competitiveness of the seven ski tourism resorts in Chongli by using the methods of field investigation and comparative analysis.It can be seen that Wanlong and Miyuan Yunding Park have strong brand basic ability,different brand positioning of each resort and different tourism groups.It is suggested that Chongli Ski Tourism Resort should build a four seasons tourism brand of"watching flowers in spring and the moon in autumn,enjoying cool skiing in summer and skiing in winter";Strengthen the maintenance of the brand image of the resort by comprehensively improving the service quality.The government should also actively guide ski resorts to integrate with the world and cultivate international brands.

关 键 词：滑雪 旅游 品牌 分析 

分 类 号：G863[文化科学—体育训练]