湖北省九宫山滑雪场市场营销定位研究

摘要

Hubei Jiugongshan ski resort is one of few ski resorts in the Midland,truly realized a"south snow exhibition in north" breakthroughs,so make Jiugongshan which is national AAAA Tourist Attraction become a really famous scenery for four seasons. However,by using the methods of investigation,on - site consultation and comparative analysis found that:There are so many problems which exist in management,marketing means,promotional planning,hardware facilities and so on of Jiugongshan ski resort,there are still some shortage and gaps compared with national and international advanced ski resorts,especially marketing positioning is not clear. Put forward some strategies and advices on highlighting the tourism resource characteristics of northern ice and snow sports,paying attention to diversification of marketing mode and expand to use the resource of Jiugongshan ski resort,in order to make the continuous optimization of marketing positioning in Jiugongshan ski resort,and truly realize to keep up with the times and the sustainable development of winter sports tourism.%湖北省九宫山滑雪场既是中部地区为数极少的滑雪场之一，真正实现了“北雪南展”的新突破，更使国家4A级旅游景区九宫山成为了名副其实的四季皆游的著名风景名胜。然而，通过走访调查、现场咨询、对比分析等研究方法发现，九宫山滑雪场在经营管理、营销手段、宣传规划、硬件设施等方面还存在着很多问题，与国内外先进滑雪场相比还有一定的欠缺和差距，尤其是市场营销定位不够明晰。从突显南方冰雪体育独特旅游资源特色，重视市场营销模式的多元化，拓展对九宫山滑雪场资源的利用整合等方面提出对策与建议，以期能使九宫山滑雪场不断优化体育旅游市场营销的定位，真正实现其冰雪体育旅游的与时俱进和可持续性发展。