Research on the Enhancement and Innovation Strategies of Brand Competitiveness of Ski Towns in Shaanxi Province from the Perspective of New Media Marketing

DOI: https://doi.org/10.62517/jnme.202510301

Author(s)

Jing Huang

Affiliation(s)

Xi’an Eurasia University, Xi’an, China

Abstract

Driven by the deepening national sports industry policies and the rising consumer demand for winter sports, ski towns have emerged as a pivotal spatial model for integrated sports tourism development, serving as key platforms for regional economic transformation and cultural dissemination. This study focuses on Shaanxi ski towns, employing new media marketing frameworks alongside methodologies including literature review, case analysis, questionnaire surveys, and field research. It systematically examines the core drivers of brand competitiveness enhancement, offering actionable insights for identifying brand DNA and sustaining cultural legacy. Key findings reveal that leveraging new media tools and brand architecture strategies can effectively diversify target audiences, amplify brand visibility, optimize communication tactics, and expand dissemination channels-collectively strengthening Shaanxi ski towns’ brand influence. Building on these outcomes, the study proposes an innovative “Trinity Strategy Model” (Value Reengineering, Communication Innovation, Ecosystem Cultivation). Centered on the principle of “sportification of lifestyle,” this model fosters a sports-cultural communication ecosystem, enhancing ski towns’ dual role as both showcases and conduits for sports culture. The framework provides actionable recommendations for cultivating brand competitiveness in Shaanxi’s sports tourism sector, contributing to academic and industrial discourse on destination branding.

Keywords

New Media Marketing; Ski Town; Brand competitiveness; Innovation strategy

References

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