大冬会雪上项目赛后场地营销策略

Marketing Strategies of Snow Competition Resortsafter the World University Winter Games

很多重大赛事的场地和设施在赛事结束后没有得到预期的经济回馈。为确保大冬会雪上项目场地赛后进行更好的经营,分析和探讨了大冬会雪上项目赛后场地营销管理现状、存在的问题和营销策略。指出经过大冬会的锤炼,雪上项目赛后场地的经营应尽快进入集约化更高的开发阶段。从多元开发赛后经营资源,推行高效营销组合,以品牌营销为核心,融入文化营销、体验营销和绿色营销,论述了多元化立体式营销策略。

It was not gotten the expected economic feedback of many important competition resorts and equip-ments after the Games .To ensure a better operation of snow competition resorts after the Games , the paper has an analysis and study on the current situation , problems and marketing strategies of the snow competition resorts operation and management after the Games .It is pointed that the operation of snow competition re-sorts after the Games should enter the intensively better development stage as soon as possible .Diversified marketing strategies are expounded from multiple developing the operation resource after the Games , effi-cient marketing , with focus on brand marketing , integrating the culture marketing , experience marketing and green marketing .