黄山市体育旅游市场细分与营销策略

摘要

As a way of entertainment,sport tourism is more and more popular in mass. As an opportunity to develop Huangshan tourism market is particularly important. With literature,field studies,mathematical statistics and other research methods,Huangshan City sports tourism market is in-depth investigated, and according to the population characteristics,geographical features,psychological characteristics and behavior factors of sports tourism,sports tourism market has been segmented,combined with the result to propose the marketing strategy for its long-term development. Expand ice and snow sports tourism,cultural and sports tourism. The price strategy is making appropriate travelling price for different consumers. The expanding sales channels are to establish multi-channel sales mode,which is expected to provide some reference to the actual expansion of Huangshan City tourism market.%体育旅游作为一种消遣娱乐的方式，越来越受到大众的喜爱，以此为契机发展黄山的旅游市场显得尤为重要。采取文献资料、实地考察、数理统计等研究方法，对黄山市体育旅游市场进行深入地调研，并根据黄山市体育旅游人口特征、地理特征、人群心理特点、人群行为因素对其体育旅游市场进行细分，结合细分结果提出了适合其长久发展的营销策略：推广冰雪体育旅游、文化体育旅游，针对不同消费人群制定适宜的旅游价格，建立多渠道销售模式等，以期为黄山市旅游市场的实际拓展提供建设性参考。