作者潘根终
姓名汉语拼音pangenzhong
学号2019000011096
培养单位兰州财经大学
电话13345459090
电子邮件1045297982@qq.com
入学年份2019-9
学位类别专业硕士
培养级别硕士研究生
一级学科名称工商管理硕士(MBA)
学科代码1251
第一导师姓名柳江
第一导师姓名汉语拼音liujiang
第一导师单位兰州财经大学
第一导师职称教授
题名基于顾客价值理论的东归滑雪场市场营销策略提升研究
英文题名Research on Marketing Strategy Improvement of Donggui Ski Resort Based on Customer Value Theory
关键词顾客价值 滑雪场 市场营销策略
外文关键词Customer value;Ski resort;Marketing strategy
摘要

随着2022冬奥会的举办,为我国滑雪文化的普及和滑雪产业的发展注入了新的动力。国家通过制定各种政策来鼓励和支持社会资本参与大众滑雪运动的推广和普及。国内滑雪场从数量上看,还多以中小型滑雪场为主。并且大多数的中小型滑雪场的经营范围单一、资金规模不大、技术设施设备陈旧,市场竞争能力较弱。这些滑雪场要想更好的生存和发展起来,就必须提高自身的盈利能力,尤其是市场营销的能力。

本文基于顾客价值理论,对一家典型的中小型滑雪场东归滑雪场的市场营销策略方面进行了深入的调查和研究。运用SWOT分析工具对东归滑雪场的市场营销环境进行了分析。运用STP战略理论精准定位了东归滑雪场的目标市场和顾客群体。同时,本文依据顾客价值理论模型设计并执行了雪场顾客价值的问卷调查,并针对调查问卷的数据统计结果对东归滑雪场的工作人员进行了深入的访谈。

最后,本文依据4Ps和4Cs营销策略组合理论,认为东归滑雪场应通过实施差异化策略、质量管理策略、新产品策略对其产品策略进行提升;通过实施附加值策略和关系策略对其价格策略进行提升;通过实施方便策略和VIP策略对其渠道策略进行提升;通过实施口碑传播策略和沟通策略对其促销策略进行提升。为了保障市场营销策略的提升效果,东归滑雪场应从组织构架、人力资源配置、资金投入、服务配套以及信息化建设方面制定保障措施,在提升顾客价值的同时提提升雪场的市场营销策略。

英文摘要

With the bid of 2022 Winter Olympic Games, it has injected new impetus into the popularization of skiing culture and the development of skiing industry in China. The state has made various policies to encourage and support social capital to participate in the promotion and popularization of mass skiing. In terms of the number of domestic ski resorts, they are mainly small and medium-sized ski resorts. Moreover, most small and medium-sized ski resorts have single business scope, small capital scale, obsolete technical facilities and equipment, and weak market competitiveness. If these ski resorts want to survive and develop better, they must improve their profitability, especially their marketing ability.

Based on the theory of customer value, this paper makes an in-depth investigation and research on the marketing strategy of Donggui Ski Resort, a typical small and medium-sized ski resort. This paper uses SWOT analysis tool to analyze the marketing environment of Donggui ski Resort. This paper uses STP strategy theory to locate the target market and customer groups of Donggui ski Resort. At the same time, based on the theoretical model of customer value, this paper designed and carried out a questionnaire survey on the customer value of the snow resort, and conducted an in-depth interview with the staff of Donggui ski Resort based on the statistical results of the questionnaire.

Finally, based on the 4Ps and 4Cs marketing strategy combination theory, this paper believes that Donggui ski Resort should improve its product strategy by implementing differentiation strategy, quality management strategy and new product strategy. Through the implementation of value added strategy and relationship strategy to improve its price strategy; Enhance its channel strategy by implementing convenience strategy and VIP strategy; Promote the promotion strategy through the implementation of word-of-mouth communication strategy and communication strategy. In order to ensure the promotion effect of marketing strategy, Donggui ski Resort should formulate safeguard measures from the aspects of organizational structure, human resource allocation, capital investment, service support and information construction, so as to improve the marketing strategy of the resort while enhancing customer value.

学位类型硕士
答辩日期2022-12-11
学位授予地点甘肃省兰州市
语种中文
论文总页数77
参考文献总数51
馆藏号0004718
保密级别公开
中图分类号F203.9/1006
文献类型学位论文
条目标识符http://ir.lzufe.edu.cn/handle/39EH0E1M/33438
专题MBA教育中心
推荐引用方式
GB/T 7714
潘根终. 基于顾客价值理论的东归滑雪场市场营销策略提升研究[D]. 甘肃省兰州市. 兰州财经大学,2022.
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