Research On The Ice And Snow Tourism Marketing Strategy Of Mudanjiang

With the development of national economy and the continuous improvement of people’s living standard,China has become a big country of ice and snow tourism and is stepping forward to become a powerful country of ice and snow tourism.Ice and snow tourism development in tourism,sports,economy and play an important role in human culture,and many other fields,mudanjiang in the ice and snow tourism resources with the world’s best,at the same time,it is located in the ice and snow tourist level leader in heilongjiang province,has become the international ice and snow tourist destination brand advantages and potential,ice and snow tourism potential in the future.Therefore,this study takes the snow and ice tourism of Mudanjiang river as the main research object,conducts marketing strategy analysis and innovation,so as to make the mudanjiang ice and snow tourism gain a more overall and higher level of popularity,and make every effort to build a scenic ecological tourism resort in northern China.This paper analyze the macro marketing environment in mudanjiang ice-snow tourism using PEST analysis method in a broad way,medium level of mudanjiang ice-snow tourism to analyze co-opetition marketing competition environment,the micro level using questionnaires to mark the mudanjiang of ice-snow tourism customer groups,draw portraits of ice and snow tourist visitors,and further subdivided.Through the analysis of the above marketing environment and the market survey based on the marketing 4Cs theory,through the study and judgment,the problems existing in the marketing strategy of Mudanjiang ice and snow tourism are revealed.There are some problems such as lack of segmentation of ice and snow products,tourists’ needs,perceived deviation of ice and snow tourism cost,imbalance of convenience structure,and lack of two-way communication with tourists.On this basis,the product portfolio strategy that can lock certain consumer groups is proposed based on the demand drive of consumer groups,Such as warm snow village,fashionable ice and snow combination,Hengdao exotic ice and snow,Weihushan culture and tourism IP,Jingpo Lake leisure vacation;Investigate the cost perception strategy that consumers are willing to pay: cost perception and cost mining;Meituan TCI index,focusing on consumer convenience;On the basis of data mining,two-way marketing communication with consumers is promoted by means of new media marketing,brand implantation and cross-border integration,so as to highlight the marketing strategy with the advantage of theme resources,On the basis of marketing strategy,the paper puts forward the safeguard measures.Finally,looking forward to the future research.