Study on Competitive Advantage of Ski Service in China from the Perspective of Experiential Appeal

The skiing service based on experiential appeal not only fully combines the essential characteristics of skiing, but also forms a key fit for the inner demand of skiing consumers, it is an important engine to promote the rapid development of skiing in China. Through literature review analysis, expert interview, field investigation and other research methods, based on the judgment of the essential features of skiing service, rely on the inherent relationship between the demand and the competitive advantage of ski service, combined with the effect of competitive advantage of skiing service in China and the actual situation, the "double drive" path design and the promotion strategies of competitive advantage to improve the competitive advantage of skiing service have been formed. The results show that when the competitive advantage of ski service is formed, the “internal driving path”can be injected into the "experience" factor in ski service supply, the “external driving path” can provide skiing public service flexibly in the ski market; the key strategies is to focus on the "experience" concept of skiing service, the professionalism of the snow field manager, the experience demand of the target customers, the supply of differential skiing service, the precise marketing of skiing service, the communication approach to the skiing consumers and the protection of regional related policies.