“北欧模式”的滑雪场建设与经营研究及启示

Study and Enlightenment on“Nordic Mode”of Ski Resorts Construction and Operation

分析北欧国家的滑雪场建设与经营经验,从中得出对中国滑雪场的建设与运营启示,为中国滑雪场的建设与运营提供实践启示与理论参考。通过实地调查法、文献研究法及专家访谈法等,依据北欧国家滑雪场总体建设与经营的共性特征和主要经验,将北欧国家的滑雪场建设与经营模式界定为“北欧模式”,主要包括滑雪场建设与经营的目标、经营特征和经营理念。通过分析“北欧模式”,从中得到中国滑雪场的建设与运营启示,为中国滑雪场的建设与运营提供实践借鉴和理论参考。研究表明:“北欧模式”的经营特征为满足滑雪者的体验性消费需求;将高山滑雪项目与越野滑雪项目结合经营;毗邻滑雪场开展“滑雪+度假”结合经营来实现消费延伸。“北欧模式”的滑雪场经营理念为以“便利性”消费贯穿滑雪场经营的各个环节中;通过滑雪运动的休闲化延伸滑雪消费。基于以上,从“北欧模式”滑雪场的可借鉴经验得出中国滑雪场建设与运营的启示。

Nordic countries have a long history of skiing development,with a large number of ski resorts and developed skiing market.This paper analyzes the construction and operation experience of Nordic countries,and obtains the enlightenment for the construction and operation of China’s ski resorts,and provides practical enlightenment and theoretical reference for the construction and operation of China’s ski resorts.Through the methods of field investigation,literature research and expert interview,based on the common characteristics and main experience of ski resorts construction and operation in Nordic countries,the construction and operation mode of ski resorts in Nordic countries is defined as“Nordic mode”,which mainly includes the objectives,management characteristics and management philosophy of ski resorts construction and operation.Through the analysis of the“Nordic mode”,we can get the enlightenment of the construction and operation of Chinese ski resorts,and provide practical and theoretical reference for the construction and operation of Chinese ski resorts.The research shows that the operation characteristics of“Nordic mode”are to meet the experiential consumption demand of skiers;to combine alpine skiing with cross-country skiing;to carry out“skiing+vacation”combined operation adjacent to ski resorts to realize consumption extension.“Nordic mode”ski resort management concept is to use“convenience”consumption throughout all aspects of ski resort management;and to extend skiing consumption through the leisure of skiing.Based on the above,the enlightenment of the construction and operation of China’s ski resorts can be drawn from the experience of“Nordic mode”ski resorts.