吉林“北大湖”滑雪度假区营销策略研究 企业营销战略、策略的选择将直接影响到企业的产品、服务、促销等活动 的有效性，借助准确的营销战略和策略可以保障针对目标的推广有效性。由此 可见研究企业的营销策略对于企业发展而言是十分重要的。本次研究的着眼点 是近几年发展较为迅速的冰雪产业，将焦点集中在滑雪度假区的营销策略上。 主要是因为在 2022 年北京申办冬奥会成功后，“带动 3 亿人参与冰雪运动” 明确了我国冰雪运动以及产业的发展目标，更借助京成功申办 2022 年冬奥会 的有力条件，在我国大部分地区都会开始普及冬季群众体育活动，这样就可以 有效推进中国冬季体育运动的发展；广泛开展冰雪运动，也会让更多人参与到 其中，这对冬季奥林匹克的普及也是一个巨大的贡献；参与冬季项目，就要加 强冬季项目的体育设施建设，参与的人群越多，市场需求也就越大，冰雪产业 也会快速发展。 由此本文以吉林“北大湖”滑雪场作为研究对象，对相关研究背景以及研 究思路进行总结，同时对研究涉及的理论进行梳理，选择与本文研究直接相关 的理论进行列举。选择实际调查方式，对“北大湖”滑雪度假区的基本状况进 行调查，从产品设计、产品定价、营销渠道上进行调查和分析，总结其目标营 销策略设计现状，发现目前营销策略存在的问题。随后针对“北大湖”外部和 内部环境进行研究，分析市场环境、技术因素等对“北大湖”经营产生的影响； 并借助 SWOT 分析法对相关“北大湖”滑雪度假区现有的经营环境进行研究和分 析，明确优势、劣势、机遇、威胁，并形成策略选择方向，为其营销策略的选 择提供必要的支持。在环境研究的成果基础上，系统化研究，利用营销理论作 为支持，STP、4P 等理论与环境分析，战略选择策略结合，帮助“北大湖”滑雪 度假区选择适应自身的营销策略，其中包括营销战略、营销策略组合、保障措II 施的具体建议。 关键词： 冰雪产业，市场分析，SWOT，营销策略III Abstract Study on Marketing Strategy of Beidahu Skiing Resort in Jilin Province The choice of marketing strategies and strategies will directly affect the effectiveness of products, services, promotions and other activities of enterprises. With the help of accurate marketing strategies and strategies, the effectiveness of target-oriented promotion can be guaranteed. Therefore, it is very important for the development of enterprises to study the marketing strategies of enterprises. The focus of this study is the ice and snow industry which has developed rapidly in recent years, focusing on the marketing strategy of ski resorts. The main reason is that after Beijing's successful bid for the Winter Olympic Games in 2022, Driving 300 million people to participate in the ice and snow sports has clearly defined the development goals of China's ice and snow sports and industry. With the help of Beijing's strong conditions for successfully bidding for the Winter Olympic Games in 2022, mass winter sports activities will be popularized in most areas of China, so as to effectively promote the development of winter sports in China. The widespread development of ice and snow sports will also allow more people to participate in it, which is also a huge contribution to the popularization of the winter Olympic Games. To participate in winter projects, we need to strengthen the construction of winter sports facilities. The more people involved, the greater the market demand, and the rapid development of the ice and snow industry. Therefore, this paper takes Jilin Beidahu ski resort as the research object, summarizes the relevant research background and research ideas, combs the theory involved in the study, and lists the theories directly related to this study. Choose theIV actual investigation method, investigate the basic situation of Beidahu ski resort, investigate and analyze the product design, product pricing, marketing channels, summarize the current situation of its target marketing strategy design, and find out the existing problems of marketing strategy. Subsequently, it studies the external and internal environment of Beidahu Lake, analyses the influence of market environment and technical factors on the operation of Beidahu Lake, and studies and analyses the existing operating environment of the relevant Beidahu Ski Resort by means of SWOT analysis method, identifies the advantages, disadvantages, opportunities and threats, and forms the direction of strategy selection, and puts forward the choice of its marketing strategy. Provide necessary support. On the basis of the results of environmental research, systematic research, using marketing theory as support, STP, 4P theory and environmental analysis, strategic selection strategy combination, help the Beidahu ski resort to choose its own marketing strategy, including marketing strategy, marketing strategy mix, specific recommendations of safeguard measures. Key words: Ice and Snow industry; Market analysis; SWOT; Marketing strateg目 录 V 目 录 第 1 章 绪论.............................................................................................1 1.1 研究背景与意义..............................................................................1 1.2 研究方法与内容..............................................................................2 1.3 理论基础和文献综述..................................................................... 3 第 2 章 吉林“北大湖”滑雪度假区营销现状及问题............................9 2.1 “北大湖”滑雪度假区简介..............................................................9 2.2 “北大湖”滑雪度假区营销现状......................................................9 2.3 “北大湖”滑雪度假区目前的营销问题及原因分析...................12 第 3 章 吉林“北大湖”滑雪度假区营销环境分析..............................14 3.1 吉林“北大湖”滑雪度假区宏观环境分析................................... 14 3.2 吉林“北大湖”滑雪度假区微观环境分析................................... 24 3.3 吉林“北大湖”滑雪度假区的 SWOT 分析..................................25 第 4 章 吉林“北大湖”滑雪度假区营销策略设计与实施..................35 4.1 吉林“北大湖”滑雪度假区营 STP 分析.......................................35 4.2 吉林“北大湖”滑雪度假区的营销策略组合...............................40 4.3 吉林“北大湖”滑雪度假区的营销策略实施保障.......................44 结 论...................................................................................................48