黑龙江冰雪旅游营销误区与对策研究

摘要

Correctly understanding and solving present misunderstandings of ice and snow tourism in Heilongjiang,it is the key to make Heilongjiang ice and snow tourism develop healthily. With the methods of documents,logical analysis and other methods,this paper analyzes the status of ice and snow tourism marketing in Heilongjiang province,aiming at the following misunderstandings,ice and snow tourism marketing strategies“out of contact”with the times,ice and snow tourism market positioning delayed,products are lack of differentiation,pricing ice and snow tourism products is too simple,transmission way of ice and snow tourism marketing has to be widened,put forward to change traditional marketing ideas,innovate experiencing marketing ideas,take diversification ice and snow tourism price strategies,perfect and innovate ice and snow tourism products,expend ice and snow tourism marketing transmission way,provide theoretical reference for the development of ice and snow tourism in Heilongjiang province.%正确认识并解决好黑龙江冰雪旅游现存误区，是使黑龙江省冰雪旅游走上健康发展轨道的关键。采用文献资料法、逻辑分析法等研究方法，分析了黑龙江省冰雪旅游营销的现状，针对冰雪旅游营销战略与时代“脱节”、冰雪旅游市场定位滞后、产品缺少差异化、冰雪旅游产品定价过于单一、冰雪旅游营销传播途径有待拓宽等误区，提出了改变传统营销观念、创新体验营销观念，采取多元化的冰雪旅游价格策略，完善和创新冰雪旅游产品，拓宽冰雪旅游营销传播途径等措施，为黑龙江省冰雪旅游业的发展提供理论参考。