摘要
该文运用文献资料法、问卷调查法以及逻辑分析法等研究方法,针对北大湖滑雪度假区网络营销现状进行分析、归纳、整理和总结。研究发现,北大湖滑雪度假区网络营销现存诸多问题亟待解决:自有网络平台建设不完善,网络营销渠道单一;网络营销内容陈旧,对消费者吸引力较弱;网络售后服务意识不强,市场反应速度较慢。基于此,结合目前新消费趋势中的企业转型需求,提出优化自有网络平台建设,多元化网络营销渠道;创新网络营销内容,提高品牌知名度;完善网络售后服务,提高消费者触达率的网络营销优化策略。
This paper analyzes,induces,sorts out and summarizes the present situation of the online marketing of the Beidahu Ski Resort by using the literature method,questionnaire method,logical analysis method and other research methods.It is found that there are many problems in the network marketing of the Beidahu Ski Resort which need to be solved urgently,for example,the self-owned network platform is not perfect and the network marketing channel is single,network marketing content is outdated and the attraction to the consumer is weak,and the consciousness of network after-sales services is not strong and the market reaction speed is slow.Based on this,combined with the transformation needs of enterprises in the current new consumer trend,this paper proposes the optimization strategies for network marketing of optimizing the construction of self-owned network platforms and diversifying network marketing channels,innovating network marketing content and enhancing brand awareness,and improving network after-sales services and increasing consumer reach rate.
作者
沈政
耿润
SHEN Zheng;GENG Run(School of Sports and Health Technology,Jilin Sport University,Changchun,Jilin Province,130022 China)
出处
《当代体育科技》
2023年第27期90-94,共5页
Contemporary Sports Technology
关键词
北大湖
滑雪度假区
网络营销
新消费
Beidahu
Ski resort
Network marketing
New consumption
