Research On The Path Of Consumer Behavior In Southern China’s Ice Snow Sports From The Perspective Of Means-End Chain

After the successful hosting of the 2022 Beijing Winter Olympics,China has entered the post-Olympic era.With the goal of "Driving 300 million people to participate in ice and snow sports" which proposed in 2016 and the implementation of the strategy of "Expanding ice and snow sports to southern,western,and eastern China",the development of ice and snow sports in southern China has ushered in the wave of the times,and the rise in ice and snow sports consumption has also become a top priority.Under the outbreak of the COVID-19 as well as China’s successful completion of the goal of "300 Million people participating in ice and snow sports" in 2022,how to maintain the attractiveness of ice and snow sports to consumers in southern China and promote the continuous consumption of ice and snow sports has become the main concern of the southern ice and snow sports industry during its development.Taking ice and snow sports consumers as the research samples,this study explores the behavior path of ice and snow sports consumers in southern China from the perspective of the Means-End Chain Theory,and provides market suggestions for the development of ice and snow sports industry in southern China.This study firstly conducts qualitative research through the soft ladder interview and content analysis to analyze the hierarchical connection between product attributes,consumption results and personal value that southern consumers pay attention to when participating in ice and snow sports.Then this study establishes a hierarchical value map,forming the main path of consumer behavior of southern consumers.For the next,the consumption behavior path of ice and snow sports in southern China is verified through questionnaire.The research results show that the main paths of consumption behavior of southern ice and snow sports experiencers are: emerging fashion-enhancing social impression-sense of belonging,emerging fashion-enhancing social impression-sense of achievement,emerging fashion-enhancing social impression-gaining respect from others,excitement-surpassing others-sense of belonging,ski field environment-sense of happy and relax-sense of achievement.The main paths of consumption behavior of southern ice and snow sports enthusiasts are: ski field environment-sense of happy and relax-enjoying life,ski field environment-self-challenge-sense of achievement,ski field environment-self-challenge-self-realization,field atmosphere-high cost performance-sense of achievement,supporting services and facilities-high cost performance-sense of achievement.According to the research results,it is proposed to optimize market segmentation and formulate marketing strategies;strengthen product attributes and improve service quality;clarify consumption positioning and cultivate characteristic projects;give full play to fashion attributes and shape corporate image;create the "ice and snow sports +" mode and develop composite ice and snow products.The five suggestions have certain practical guiding significance for the development of the southern ice and snow sports consumer market.