Study On Industry Marketing Strategy Of The Ice And Snow Tourism In Harbin City

With the successful bid for the Beijing Winter Olympics,the niunber of domestic ice and snow venues and tourists has gradually increased?Therefore,the ice and snow tourism industry is becoming one of the most important industries with much impact on the city economy and playing more and more important roles in the social and economic development,which has become the developing objective in many cities.However,the marketing situation of different cities is different.Harbin is the first city to launch ice and snow tourism in China,and has a high reputation in China.Due to the late start of ice and snow tourism industry,the influence of Harbin's ice and snow tourism industry are lagging behind countries of Europe,America,Japan and South Korea that developed ice and snow tourism industry earlier.The development of the ice and snow tourism industry in Harbin is in need of fbrther scientific marketing theories.The ice and snow tourism industry is regarded as a whole object for marketing analysis,aiming at increasing competitive advantage in the fierce domestic and intermational competition and promoting the sustainable development of the industry.This paper uses industrial marketing theory to construct a research framework from three aspects:industrial development prospects,industrial competitive advantages and industrial marketing strategies.By discussing the successful experience of the development of ice and snow tourism industry of Europe,North America and Asia-Pacific,the prospects of China's ice and snow toiarism industry are analyzed.Using Industrial Organization Theory to Analyze the Status of Harbin Ice and Snow Tourism Industry,explore the competitive advantages of the industry'Combined with the objective actual situation,the paper proposes the marketing strategy of Harbin ice and snow tourism industry to promote the healthy and efficient development of the ice and snow tourism industry in Harbin.