后冬奥时期张家口崇礼区冰雪体育特色小镇营销策略
Marketing Strategy of Ice and Snow Sports Characteristic Town in Chongli District of Zhangjiakou in the Post Winter Olympics Period
陈嘉琪 1古婷婷2
作者信息
- 1. 澳门城市大学 国际旅游与管理学院,澳门 999078
- 2. 昌平凯博外国语学校,北京 102212
- 折叠
摘要
以冬奥会为发展契机的张家口崇礼冰雪体育特色小镇,要在后冬奥时期保持热度提高利用率,除了应持续打造新卖点、完善基础设施外,还需要不断优化营销策略.利用 4C理论为问卷设置的理论基础,通过SPSS进行数据分析,找到崇礼冰雪体育特色小镇在后冬奥时期营销策略的问题,对标 4V理论提出差异化、功能化、附加值和共鸣方面的营销优化策略建议.
Abstract
Chongli ice and snow sports characteristic town in Zhangjiakou,which takes the Winter Olympics as a development opportunity,needs to continuously optimize its marketing strategy in addition to continuously creating new selling points and improving infrastructure to maintain its popularity and improve utilization in the post Winter Olympics period.Using the 4V theory as the theoretical basis for questionnaire design,data analysis has been conducted through SPSS to identify the marketing strategies of the Chongli Ice and Snow Sports Characteristic Town in the post Winter Olympics period,and marketing optimization strategies for differentiation,functionalization,added value are proposed based on the 4V theory.
关键词
后冬奥/张家口崇礼区/冰雪体育特色小镇/营销策略Key words
post Winter Olympics/Chongli district in Zhangjiakou/ice and snow sports characteristics town/marketing strategy引用本文复制引用
基金项目
河北省社会科学发展研究课题(20200302030)
石家庄学院博士科研基金(19BS006)
出版年
2024
NETL
NSTL
万方数据