滑雪旅游目的地差异化营销策略探讨

滑雪技能水平与其社会人口统计特点交叉影响着潜在滑雪旅游者的市场需求强度以及旅游决策。本文从市场需求分析出发对滑雪旅游目的地的差异化营销策略做出了初步研究,指出滑雪旅游目的地只有找准市场定位,并通过有效的产品服务组合,树立和保持其良好的市场形象,并通过独特的渠道为潜在游客提供差异化的滑雪体验价值,才能进一步赢得市场的认同,实现目的地的可持续发展。

On Differentiation Marketing Tactics of Skiing Destinations

The skiing demand intensity and travel decision-making are largely determined by the potential travelers' skiing skills and their sociological characteristics.The paper makes a tentative research on the differentiation marketing tactics of skiing destinations from the view of its market analysis.It argues that only the destinations well position themselves in the market,make better different combination of product and service,and offer convenient distribution-channels to provide the potential customers' extra value,can they be accepted by the market and implement sustainable development strategy.