体验诉求视域下我国滑雪服务的竞争优势提升研究

Study on Competitive Advantage of Ski Service in China from the Perspective of Experiential Appeal

基于体验诉求的滑雪服务不但充分结合了滑雪运动的本质特征,还形成了对滑雪消费者内在需求的关键契合,是推进我国滑雪运动快速发展的重要引擎。通过文献资料分析、专家访谈、实地调查等研究方法,以滑雪服务的本质特征判断为基础,依托体验诉求与滑雪服务竞争优势的内在关系,并结合我国滑雪服务竞争优势的影响因素与现实情况形成了对其竞争优势提升的"双驱"路径设计及提升策略判断。研究结果表明:形成滑雪服务竞争优势时,"内驱路径"可以在滑雪服务供给中全面注入"体验"因素完成;"外驱路径"则可以在滑雪市场中灵活提供滑雪公共服务;而聚焦滑雪服务"体验"理念、雪场管理者的专业性、目标客户的体验诉求、差异化滑雪服务供给以及对滑雪服务精准营销、对滑雪消费者的沟通途径和对区域相关政策保障等都是相应策略的重要组成。

The skiing service based on experiential appeal not only fully combines the essential characteristics of skiing,but also forms a key fit for the inner demand of skiing consumers,it is an important engine to promote the rapid development of skiing in China.Through literature review analysis,expert interview,field investigation and other research methods,based on the judgment of the essential features of skiing service,rely on the inherent relationship between the demand and the competitive advantage of ski service,combined with the effect of competitive advantage of skiing service in China and the actual situation,the"double drive"path design and the promotion strategies of competitive advantage to improve the competitive advantage of skiing service have been formed.The results show that when the competitive advantage of ski service is formed,the“internal driving path”can be injected into the"experience"factor in ski service supply,the“external driving path”can provide skiing public service flexibly in the ski market;the key strategies is to focus on the"experience"concept of skiing service,the professionalism of the snow field manager,the experience demand of the target customers,the supply of differential skiing service,the precise marketing of skiing service,the communication approach to the skiing consumers and the protection of regional related policies.