基于马斯洛需求层次理论的我国冰雪体育旅游靶向营销策略研究

Targeted Marketing Strategy Ice&Snow Sports Tourism at Maslow's Hierarchy of Needs Based on Sight in China

以马斯洛需求层次理论为视角,对我国冰雪体育旅游营销的现状及发展中凸显的不平衡、不协调、不合理等共性问题进行梳理,提出我国冰雪体育旅游靶向营销策略的建设性思路。研究表明,我国冰雪体育旅游营销存在着缺乏系统性的顶层设计,实际操作延续性不够,宣传、发布力度不足,营销活动持续性不强,攀比低价不正当竞争,售后服务意识薄弱等问题。通过做好宏观营销设计拓宽营销辐射范围,运用融媒体途径提高营销宣发力度、维度,依托新品研发品牌营销做强营销活动的持续性,规范冰雪旅游市场机制完善监管体系,深耕售中售后环节强化体验式服务等措施,完善我国冰雪体育旅游的靶向营销策略。

By means of literature review interview and other research methods,this paper summarizes the current situation of China's ice and snow sports tourism marketing and the common problems such as unbalanced,uncoordinated and unreasonable in its development,and proposes the constructive thinking of targeted marketing strategy of China's ice and snow sports tourism from the perspective of Maslow's hierarchy of needs theory.Ice and snow sports tourism marketing research shows that our country exists at the top of the lack of systemic design,practical enough continuity,propaganda,inadequate,sustainable marketing activities is not strong,the low price of unfair competition,the problem such as after-sales service consciousness weak,through the design of macro marketing widen marketing radiation scope,the use of media way to increase marketing efforts in dispersing pertains,dimensions,relying on the sustainability of new product research and development of brand marketing and stronger marketing activities,regulating the ice-snow tourism market mechanism perfect regulation system,deep sale after-sales services to link strengthen experiential targeted measures to perfect our country of ice and snow sports tourism marketing strategy.