贾志强　刘花香

摘    要：運用文献研究法、专家访谈法、实地调查法、德尔菲法构建了中国滑雪场市场竞争力评价指标体系，并运用因子分析法和聚类分析法对我国京冀地区和黑吉地区的滑雪场进行市场竞争力的实证分析，旨在锚定中国国内市场竞争力较强的滑雪场，为做强中国以滑雪场为市场主体的滑雪产业提供理论依据。分析认为：1）京冀地区和黑吉地区的滑雪场的基础设施、配套条件、滑雪消费者的类型均与这两个地区的滑雪场的市场竞争力有关，其中，场地基础设施的影响最大，配套服务条件的影响次之，滑雪消费者的类型的影响较小。2）以市场为导向的京冀地区滑雪场的市场竞争力强于以资源为导向的黑吉地区滑雪场的市场竞争力。从京冀地区和黑吉地区的样本滑雪场总体来看，市场竞争力越强的滑雪场的消费客群越集中于高级水平的滑雪爱好者及滑雪度假人群，这部分人群主要关注滑雪场的基础设施和配套条件，对滑雪场的可租赁滑雪用具的租赁需求和魔毯使用需求较少;而市场竞争力相对较弱的滑雪场的消费客群则呈现出当地化和滑雪初体验的特征。3）在中国滑雪市场中，WL滑雪场、WDCBS滑雪场、WKSHH滑雪场和BDH滑雪场的市场竞争力极强。这4个滑雪场将是做强中国滑雪产业的标杆。

关键词：京冀地区;黑吉地区;滑雪场;市场竞争力;冰雪运动;冰雪产业

中图分类号：G 804.6          学科代码：040303           文献标识码：A

Abstract： Literature review， expert interview， field survey， the Delphi method are adopted to build the competitiveness evaluation index system of ski resorts， and factor analysis and cluster analysis are used to discuss the ski market competitiveness in Beijing-Hebei Region and Heilongjiang-Jilin Region. The main purpose is to provide theoretical basis for anchoring the most competitive area of ski service industry in China and promote the high-quality development of ski service industry with ski resort as the core. The result shows that 1） the infrastructure， supporting services and categories of ski consumers of the ski resorts in Beijing-Hebei Region and Heilongjiang-Jilin Region are related to the market competitiveness of the ski resorts in these two regions. The impact of site infrastructure is the largest， followed by supporting services， and the category of ski consumers is relatively small. 2） The market competitiveness of the ski resorts in Beijing-Hebei Region is stronger than that of the resource-oriented ski resorts in Heilongjiang-Jilin Region. From the samples of ski resorts in Beijing-Hebei and Heilongjiang-Jilin regions in general， the more competitive the market is， the more consumer groups of the ski resort are concentrated on the advanced level of skiing enthusiasts or skiing leisure holiday crowd， who mainly pay attention to the ski resorts' infrastructure and supporting services， and have less demand for skiing equipment rental and conveyor belt facilities. In contrast， ski resorts with relatively weak market competitiveness are characterized by localized and initial skiing experience. 3） WL ski resort， WDCBS ski resort， WKSHH ski resort and BDH ski resort are the most competitive in China's ski market. These four ski resorts will be the benchmark for China’s ski service industry to step into a high quality development stage.

Keywords： Beijing-Hebei Region; Heilongjiang-Jilin Region; ski resort; market competitiveness; snow and ice sports; ski service

中国在筹办北京2022年冬奥会的过程中关于奥林匹克运动和冰雪运动方面的诸多创举必将载入中国乃至世界奥林匹克运动史册。……