Research On The Development Strategy Of Mountain Outdoor Competition Market Based On The Situation Analysis Method

Mountain outdoor sports,as one of the most fashionable and challenging sports,is loved by more and more outdoor lovers,and the commercial value of mountain outdoor games is gradually increased with the attention of people..The international mountain outdoor challenge of Loushan pass and Hailong in Zunyi has been held eight consecutive times since 2007,and the market development has achieved preliminary results.This paper analyzes the internal and external environment of the international mountain outdoor challenge in Zunyi,,and analyzes the potential internal strengths and weaknesses,grasps its external opportunities and challenges,and further explores the market development of the event and the future sustainable development countermeasures.Taking the 8th of Loushan pass and Hailong in Zunyi,international mountain outdoor challenge as research object,this paper uses the literature,situation analysis,field investigation,interview and logical analysis,analyzes the market development status of the event,and puts forward the market development countermeasures of the international mountain outdoor challenge in Zunyi city.The study concludes the following conclusions:First,through the analysis of the market development of the eighth international mountain outdoor challenge of Loushan pass and Hailong in Zunyi,summed up the internal strengths and weaknesses of the market development and external opportunities and challenges.Mainly as follows:(1)internal advantage: rich mountain outdoor resources;Unique cultural tourism resources;(2)internal disadvantage(w): the event management system is not perfect;Lack of long-term brand planning;The degree of marketization is low;The campaign propaganda marketing is not enough;Lack of professional talent.(3)external opportunities(0): incorporating mountain outdoor infrastructure into urban development planning;Government policy support;Successful experience of large-scale market development in China;The " internet plus" era brings opportunities for sports events.(4)external threat(t)has: the market competition of outdoor mountain outdoor events;There is no special market development management mechanism.Second.,according to the situation analysis results of the international mountain outdoor challenge market of the eighth of Loushan pass and Hailong in Zunyi,a SWOT matrix model suitable for the development of the event is constructed.And combining various internal and external environmental factors to form a series of important countermeasures of market development of the future.The basic idea of developing countermeasures is to maximize the opportunity and avoid weaknesses,and propose the following countermeasures:(1)relying on mountain outdoor tourism resources to strengthen the construction of mountain outdoor infrastructure;(2)to promote the unique cultural resources through the event opportunities;(3)using the opportunity of " internet plus" to increase the marketing efforts of sports events;(4)to establish long-term brand planning,enhance competition market competitiveness;(5)summarizing the experience of domestic large-scale events and perfecting the sports management system;(6)enriching the cultural connotation of the events and promoting the brand image;(7)to integrate the resource advantages of the sports events and to do well market positioning;(8)cultivating professional talents and establishing the sports market development and management institutions.