竞合理论下的东北地区冰雪产业协同发展与差异化营销策略

以竞合理论为研究基础,分析东北地区冰雪产业协同发展路径与营销策略,结果表明:东北地区冰雪产业发展既有冬奥赛事的政策契机、资源禀赋的发展条件和地域竞争的市场挑战,也有低端业态发展、同质化严重、规模效应不强等现实困境,东北地区冰雪产业亟需从政策、行业部门、社会组织和企业四个维度制定协同发展路径,并提出从产品、服务和形象三个方面实施东北冰雪产业差异化营销策略,以期实现东北地区冰雪产业的转型升级与高质量发展。

Coordinated development and differentiated marketing strategy of ice and snow industry in Northeast China based on the theory of competition and cooperation

Based on the theory of competition and cooperation,this paper analyzes the coordinated development path and marketing strategy of the ice and snow industry in Northeast China.It is found that the development of ice and snow industry in Northeast China has not only the policy opportunity of Winter Olympics,the development conditions of resource endowment and the market challenges of regional competition,but also the development of low-end formats,serious homogenization and different scale effect In order to realize the transformation,upgrading and high-quality development of ice and snow tourism industry in Northeast China,it is necessary to formulate collaborative development path from four dimensions of policy,industry departments,social organizations and enterprises,and put forward the implementation of differentiated marketing strategy of ice and snow industry in Northeast China from three aspects of products,services and image,so as to realize the transformation and upgrading and high-quality development of ice and snow tourism industry in Northeast China.