Based On The SCP Paradigm Of The Skiing Tourism Industry In Jilin Province

With the upcoming 2022 Beijing Winter Olympic Games,China has ushered in a once-in-a-lifetime historical opportunity to vigorously develop ice and snow sports and ice and snow economy.In order to seize this rare opportunity,the Chinese government has issued a series of preferential policies.With the increasing demand for skiing tourism,the skiing tourism industry has entered a golden period of development.The rise of skiing tourism has promoted the economic and cultural exchanges and development of Jilin Province to a certain extent.However,in the golden period of development,the continuous growth of the number of ski resorts have led to increasingly fierce competition in the industry and exposed many problems to be solved.And from the perspective of development stage,it is still in the early stage of development,with a very broad space for growth,but also needs to face challenges from many aspects.How to promote the healthy development of skiing tourism industry in Jilin Province under the premise of adapting to the relevant policies of our country,and meet the increasing demand of sports tourism market consumption is the key of this paper.By using the methods of field investigation,literature review,logical analysis and expert interview,this paper analyzes the external environment of the skiing tourism industry in Jilin Province from four aspects: policy and institutional environment,economic development environment,social and cultural environment,and technical environment,so as to clarify the impact of the external environment on the skiing tourism industry in Jilin Province.Based on the SCP analysis paradigm,this paper systematically analyzes the current situation and problems of skiing tourism industry in Jilin Province from the perspectives of market structure,conduct and performance,and the logical relationship among them,and discusses the solutions and ideas,and draw conclusions.(1)The market concentration of skiing tourism industry in Jilin Province is in the middle(upper)concentration oligopoly market,and the number of ski resorts is increasing year by year.However,the concentration of ski resorts in some regions is low,and its products have high substitutability and high barriers to entry.(2)The market structure of skiing tourism industry in Jilin Province determines the diversification of enterprise pricing behavior and the emergence of cooperation strategy behavior.The pricing behavior is mainly reflected in the competition oriented and market-oriented pricing behavior.Skiing resorts with a certain scale occupy a certain advantageous position in product and channel strategy,but generally speaking,the competition oriented and market-oriented pricing behavior is the main reason,The skiing tourism enterprises in Jilin Province generally lack the innovation of product strategy,and the advertising lacks the depth and difference.(3)Under the joint action of strucrure and conduct,the market performance is not significant,the efficiency of resource allocation is low and the main business profit rate is low,but in terms of the whole industry is high economic benefits and has broad prospects for development.(4)Based on the analysis of the external environment,market structure,conduct and performance of skiing tourism industry in Jilin Province,this paper puts forward the existing problems and relevant suggestions.