Research On Marketing Strategy Of Guaipo Ski Resort In Shenyang Based On 4Cs

In recent years,as Beijing successfully won the right to host the 24th winter Olympic Games,the state began to give certain policy support in snow and ice sports,and the snow and ice industry has sprung up like bamboo shoots after a spring rain;At the same time,with the continuous implementation of the national fitness program in China,the social response to build a strong country in sports is getting larger and larger.With the continuous improvement of people’s material living standard,people begin to pay more and more attention to sports.Ice and snow sports are also becoming more and more known by people.More and more people begin to participate in ice and snow sports,especially skiing sports.Taking advantage of this shareholder wind,the major ski resorts in Shenyang also usher in an unprecedented period of rapid development.In this paper,based on the 4Cs marketing theory to study the marketing strategy of Shenyang Guaipo ski resort,through the literature material method,interview method on-the-spot investigation method,questionnaire survey research methods,such as the Guaipo ski resort will be the study of the basic marketing investigation,discovered the problems,and puts forward the 4Cs marketing theory based Guaipo ski resort marketing strategy,the conclusion is as follows:(1)In the marketing environment:Guaipo ski resort must seize the development opportunity,give full play to the development potential,in the domestic good development environment further.(2)In the aspect of consumer consumption cost:strange slope consumer consumption cost is higher;Ski slopes can adjust the price of products,adopt the principle of small profit,improve the accuracy of service,optimize the use of products and give consumers a certain degree of free guidance.(3)In terms of consumers’ convenience:drive consumers to Guaipo occupies very large proportion,ski resorts ticket window often crowded,ski resorts staff enthusiasm is not enough,ski resorts in ski peak crowded noisy restaurant,food prices too expensive,and there are many bring their own food consumers,ski resorts does not provide adequate accommodation,and not to do a good job of propaganda about the accommodation.For this reason,ski resort should increase the number of shuttle buses,expand shuttle bus coverage area,provide convenient transportation for consumers,increase ski equipment storage service,provide consumers with convenient food and accommodation,increase the channel to verify the ticket,regularly train service personnel,improve the enthusiasm of service.(4)In aspects of Guaipo communicate with consumers:Guaipo ski resorts less communication with customers and communication form is single,Guaipo ski resorts and communication between the consumers obvious partiality,ski resorts questionnaire work was not effective,and ski resorts lacks of direct communication with consumers.For this,Guaipo ski resort should rich the use of multimedia techniques to increase the diversity of communication;Effectively carry out the questionnaire work,increase the form of direct communication to ensure the two-way communication.(5)In terms of consumer demand:Guaipo ski resort is not fully meet the consumer demand diversity and hierarchy,equipment for the ski resort is single,less entertainment project,field scale is not large enough to ski ticket price is too high,infrastructure is relatively simple,safety facilities not perfect,the imperfection of the ski resorts management,Guaipo ski resort personnel service to strengthen the problem in this aspect Guaipo measures taken are:to meet the consumer demand diversity and hierarchy,grasp the change of consumer demand,therefore need to increase the communication,understanding of consumer demand,set up a customer feedback mechanism.