Research On The Event-leveraging Strategy Of China’s Ski Resorts In The Context Of Beijing 2022

Beijing 2022 has promoted the rapid development of China’s ice and snow industry.Guided by the policies that engage 300 million people in winter sports,and in the context of our economic and social development and the gradual rise in the status of sport,the public’s awareness of ice and snow sports participation has gradually increased.After the successful bid for the Olympic Games in 2015,the number of ski resorts and skiing attendance in China have entered a stage of rapid growth,the competition pattern of ski resorts has changed dramatically,the ski industry chain has gradually improved,and ski resorts have taken advantage of the opportunities brought by the Olympics for scale expansion and business transformation.Since the Sydney 2000 Olympic Games,Western scholars,represented by Chalip(2004),have increasingly focused on how the various stakeholders in the host city can take advantage of the opportunities presented by the event to develop and have produced a series of research findings.While,there is a gap in research on the opportunities for industries related to a specific sport to take advantage of mega-events.This study uses literature,case study,expert interview,textual analysis and field research methods to sort out the destination-type ski resorts in representative regions of China,and draw out the paths and results of ski resorts using mega-events to promote their own development.The results of the study show that there are six types of Beijing 2022 leveraging strategy of China’s ski resorts.The first category is the scale expansion strategy,the reasons are policy protection and favourable market conditions,which is manifested in the renewal of facilities in conjunction with the target clientele,horizontal expansion and merger management projects,the second category is the strategy of increasing the number of affiliated real estate projects,the reasons are business transformation needs and high return on investment,which is manifested in the enrichment of the variety and number of real estate projects,and the active dissemination of the concept of the real estate projects in ski resorts,the third category is the strategy of integrating the elements of the Olympics in marketing and promotion,the reason is that they want to use Beijing 2022 to promote their own development,which is manifested in the sale of related products,the development of event activities,the increase of publicity and promotion content,and The fourth category is the strategy implemented in response to the "300 million people on ice and snow" policy objective,the reason is to gain traffic growth,specifically by becoming a service provider for the government to promote project participation,becoming a venue for the verification of ice and snow consumption vouchers,actively promoting the project,making targeted adjustments for primary users,making targeted adjustments for holiday users,making coach expansion,and training business innovation,the fifth category is a joint marketing strategy with relevant brands,the reason for this is the complementary needs of other businesses and ski resorts,specifically in the form of cooperation with Olympics sponsor companies,cooperation with companies in the upstream and downstream of the industry,and cooperation with companies whose brand image matches that of ice and snow sports and ski resorts,and the sixth category is a strategy to enhance cooperation between ski resorts,the reason for this is the change in the competition and development landscape,specifically in the form of launching joint products on a national scale,launching joint products within local regions,and co-construction of regulatory environment.Through the implementation of the above event utilisation strategies,ski resorts have achieved the effects of improved user experience,increased market share,the development of political and business relationships,and the development of quality resources,solving the problem of homogenised operations,but also spawning problems such as the forced idleness of ski resorts resources and the crowding of space caused by new users.The following conclusions are drawn from the results: China’s ski resorts leverage Beijing 2022 to achieve economies of scale;China’s ski resorts leverage Beijing 2022 with multiple dimensions of choice;and China’s ski resorts leverage Beijing 2022 with a combination of advantages and disadvantages.The following recommendations are made to better leverage mega-events to sustainably promote the development of related sports industries: improve policies to promote the overall development of the industry;understand the needs to shape a unique competitive advantage;and make the most of the event’s legacy after the event.