| 体验经济时代黑龙江省滑雪旅游的营销策略 |
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| 引用本文： | 韩国刚,张守信.体验经济时代黑龙江省滑雪旅游的营销策略[J].冰雪运动,2012(5):78-82. |
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| 作者姓名： | 韩国刚 张守信 |
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| 作者单位： | 哈尔滨商业大学体育学院,黑龙江哈尔滨150028 |
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| 摘 要： | 体验经济时代让人们进入体验消费时代，游客期望的是通过自身参与而得到难忘的整体旅游体验。采用文献资料法、定量分析法和定性分析等方法，结合体验经济及其特征，通过分析体验经济时代黑龙江省滑雪旅游业发展的新特点，并在分析体验经济与传统经济下滑雪旅游营销策略和营销组合差别的基础上，提出转变营销理念增加游客体验、采用多样化互动式协商定价、特色化布控分销渠道、更加注重体验式促销和实施滑雪旅游场常年营销活动等滑雪旅游营销策略。
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| 关 键 词： | 体验经济时代 黑龙江省 滑雪旅游 营销策略 |
Discussion on the Ski Tourism Marketing Strategy in Heilongjiang Province in Experience Economy Time |
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| Institution: | HAN Guo - gang, ZHANG Shou - xin (Physical Education School of Harbin University of Commerce, Harbin 150076, China) |
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| Abstract: | With experiential consumption in experience economy time, the tourists have an expectation of getting a memorable whole travel experience by themselves. With the methods of documentary information, quantitative analysis and qualitative analysis, combining with the experience economy and its characteristics, basing on the analysis of new characteristics of skiing tourism development in Heilongjiang province in expe- rience economy time and the difference of skiing tourism marketing strategy and marketing mix between in experience economy and in traditional economy, the paper suggests some skiing tourism marketing strategies as follows： change the marketing idea to enhance the tourists＇experience, have interactive negotiated price in variety ways, control the distribution channels by right of features, further pay attention to the experiential sales promotion and implement perennial marketing campaigns in skiing tourism fields. |
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| Keywords: | experience economy time Heilongjiang province skiing tourism marketing strategy |
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