Research On Coasumer Behavior And Satisfaction Of Harbin Skiing Club

The development of ice and snow sports is an important measure to achieve the goal of becoming a powerful sports country.At present,the majority of skiing consumers in Harbin are non-club members.How to convert a large number of non-member groups into members of ice and snow sports club,so as to realize the stability and depth of participation in ice and snow sports is an urgent issue facing the development of ice and snow sports in Harbin.According to relevant theories,improving the satisfaction of skiing participants is one of the effective ways to solve this problem.Therefore,this study takes the skiing consumer satisfaction as the entry point to find an effective way to improve the participation of skiing activities in Harbin.This paper mainly employs the methods of literature,field interview and questionnaire survey to analyze the current situation,participation characteristics,satisfaction level and influencing factors of skiing consumer group in Harbin.The following conclusions are as followed:First,the basic situation of Harbin ski club consumers is as follows: the number of male consumers is more than female,among which college students are the main force of ski consumers,and consumers of different ages also account for a certain proportion.In the consumption can reflect the overall leisure participation trend,skiing participation in the economic basis of the popular phenomenon is obvious.It can be seen that skiing is no longer the "patent" of the young group.Secondly,the consumer behavior characteristics of Harbin ski club are represented as follows: the members and non-members who participate in ski sports mainly aim at entertainment,fitness,interests and social communication.In skiing,group members participate in alone is given priority to,non-members group is given priority to with community participation,member consumption level obviously is higher than the outsider,the main consumer to buy equipment,skiing in the monthly frequency,members are significantly higher than non-members,skiing and single length is also higher than that of non-members,which when choosing skiing venues,group members generally to drive travel,and non-members group most to public transportation.Thirdly,the satisfaction degree of the skiing consumers in Harbin shows the following characteristics: the satisfaction degree of the member group in the professional level of coaches,teaching effect and communication ability is significantly lower than that of non-members,but there is no big difference in the image and temperament of coaches;There were significant differences in satisfaction with club location,traffic,trail quality and snow tools.But in terms of health club and lounge,two groups had a similar experience,skiing in group activities and satisfaction significantly different content in two groups,two groups on the ski activity satisfaction were similar,on the whole charge of the club,both satisfaction differences,but the satisfaction on ski equipment,two groups for the reception and tour field staff satisfaction is more obvious,and the support staff satisfaction is not obvious,the safety and security satisfaction have significant differences,the satisfaction withhealth care and the accident is not obvious.Fourth,the factors that affect the satisfaction of Harbin ski club members are:environmental facilities,organizational activities,coach level,service personnel,charging standard,safety guarantee and so on.The degree of satisfaction of non-members is in the order of charging standard,environmental facilities,organizational activities,coach level and safety assurance.According to these factors for the club to make management plans,grasp the focus,better development of the ski club.According to the survey results,in order to promote the development of Harbin ski club,the following Suggestions are put forward :(1)to strengthen market segmentation and attract the participation of skiing crowd;(2)optimize operation and management and improve the overall quality of the club;(3)strengthen interactive communication and create distinctive products and services;(4)pay attention to group differences and improve the supply of precision services.