Research On Marketing Strategy Of Gansu Songmingyan Ski Resort

In recent,skiing tourism,as a new tourism project is rapidly moving from high-end consumption to ordinary people's lives.This activity has become a popular choice for people to travel and exercise in winter.With China's success in hosting the 2022 Winter Olympic Games,skiing has attracted unprecedented attention and love from Chinese people.Driven by market demand,the number and scale of ski resorts have developed rapidly.However,the increasing number of ski resorts makes competition more and more serious.This has seriously restricted the healthy development of skiing enterprises.How to scientifically formulate marketing strategies in order to better implement marketing activities is the key to improve the competitiveness of skiing enterprises in the market.It is worthy of careful study and analysis by all skiing enterprises.This paper takes Songmingyan International Skiing Ground in Linxia Hui Autonomous Prefecture,Gansu Province as the research object.Based on 4C theory,7PS theory,customer perceived value theory and other modern marketing theories.The marketing strategy of Songmingyan International Skiing Ground is systematically analyzed and improved.Firstly,the external and internal environments of Songmingyan International Skiing Place are analyzed by PESTE method.Then,SWOT analysis method is used to analyze the marketing environment of enterprises from four levels: advantages,disadvantages,opportunities and threats.Then,through questionnaires,expert interviews and field visits,the consumer behavior characteristics and customer perceived value of Songmingyan ski resort were analyzed.According to the results of the analysis,the customer market of Songmingyan ski resort was subdivided from four variables: geography,demography,psychology and behavior,and the target market was determined.Finally,using 4C theory and 7PS marketing theory,this paper puts forward some suggestions on the marketing strategy of Songmingyan International Skiing Ground from the aspects of customer demand,customer cost,customer convenience,customer communication,personnel,process control and tangible display.This study shows that the marketing of Songmingyan International Skiing Ground should be closely linked to the core of customer demand.In the customer strategy,the ski resort should meet the diversified and hierarchical needs of customers,and constantly improve product mix and improve service quality.In terms of cost strategy,the ski resort should set price scientifically,optimize service flow and reduce customer cost perception.In terms of convenience strategy,the ski resort should broaden service channels,reduce transaction process,pay attention to follow-up services,and constantly improve customer experience satisfaction.In terms of communication strategy,the ski resort should strengthen customer relationship management,innovate communication methods and improve communication efficiency.At the same time,the ski resort should strengthen the staff's marketing ability,marketing awareness training and process control management.The ski resort should also adopt diversified physical display methods to improve the quality of marketing services.The innovation of this paper is to use 4C and 7PS theory to study the marketing strategy of Songmingyan International Skiing Ground.The research results will provide reference for the development of other similar ski resorts.