铁钰 都志康

摘要：以满足大众消费需求、推动我国冰雪小镇旅游业发展为目标，采用专家访谈、文献资料、PEST分析等研究方法对对辽宁省冰雪运动小镇竞争力发展进行分析，深入探究辽宁省冰雪运动小镇的竞争优势。辽宁省出台的相关政策为冰雪运动小镇的发展提供了稳固的政治环境，国民收入的提高刺激了冰雪消费，社会环境变化和互联网、大数据的应用使辽宁省冰雪运动的关注度得以提高。针对当前辽宁省冰雪运动小镇发展的不足之处，提出了加强政府管理，完善相关政策;加速冰雪体育产业经济转型，充分发挥市场的积极作用;整合地域资源，驱动冰雪运动特色小镇核心项目发展;利用互联网技术，发展冰雪运动小镇竞争力等发展策略，旨在提高辽宁省冰雪运动小镇的发展竞争力。

关键词：辽宁省;冰雪运动小镇;竞争力;PEST分析;发展策略

中图分类号：G80-052文献标识码：A文章编号：1002-3488（2021）06-0077-04

PEST Analysis and Development Strategy for Competitiveness of Ice and Snow Sports Towns in Liaoning Province TIE Yu， DU Zhi-kang

（Physical Education School of Liaoning Normal University， Dalian 116029， China）

Abstract： Aimed at meeting the demand of mass consumption and promoting the development of tourism in ice and snow towns in China， this paper analyzes the competitive advantages of ice and snow sports towns in Liaoning Province by means of expert interviews， literatureanalysis and PEST analysis. The results show that the related policies issued by Liaoning Province provide asolid political environment for the development of ice and snow sports towns; the increase of national income stimulates ice and snow sports consumption， and the changes of social environment and the application of the Interneet and big data technology raise the attention of ice and snow sports in Liaoning Province.In view of the currentshortcomings， this paper puts forward some development strategies that targeted at enhancing competitive advantges of ice and snow sports towns in Liaoning Province， such as strengthening government management and improving relevant policies; speeding up the economic transformation of ice and snow sports industry， givingfull play to the positive role of the market; integrating regional resources and driving the development of core pruojects of towns characterized with ice and snow sports;leveraging the Internet to advance the competitive advantages of ice and snow sports towns.

Key words：Liaoning Province; ice and snow sports town; Competitiveness; PEST analysis

1 引言

2022年北京冬奥会为我国冰雪运动发展提供了新机遇[1]。2016年《辽宁省人民政府关于推进特色乡镇建设的指导意见》指出：要规划建设一批特色乡镇，有助于推动全省经济转型升级和城乡统筹发展。我国东北部地区拥有得天独厚的地理环境。其中辽宁省位于北纬35°?43°之间，拥有千山、黑山、松岭等山脉;相比黑龙江省和吉林省，辽宁省的气温不算很低，没有刺骨的寒意[2]，所以发展冰雪运动小镇的可行性较强。因此，利用PEST分析法，即政治（Politics）、经济（Economy）、社会（Society）、技术（Technology）四个方面，对辽宁省冰雪运动资源竞争力的宏观环境进行分析，结合辽宁省各项资源和地域特色，因地制宜提出建设辽宁省冰雪运动小镇的相关策略，为促进辽宁省冰雪体育产业更进一步地发展提供新的思路。……