TITLE:
An Analysis of Snow Sports Promotion in China through Different Social Media Platforms
AUTHORS:
Zhengqing Ding
KEYWORDS:
Digital Marketing, Snow Sports Promotion, Social Media, Key Opinion Leader, Snow Sports
JOURNAL NAME:
Open Journal of Business and Management,
Vol.13 No.1,
January
24,
2025
ABSTRACT: This paper investigates the impact of social media platforms on the promotion of snow sports in China by analyzing the questionnaire method. It discusses how the three most representative social media platforms for skiers and snowboarders in China, Xiaohongshu, TikTok, and Ctrip, disseminate snow sports content and promote commercialization in different ways. The questionnaire was designed to cover the frequency of users’ participation in snow sports, their preference for different platforms, and their usage habits when accessing snow sports information. Data collection was mainly carried out in ski equipment stores, online platforms and ski communities, and 101 valid questionnaires were collected. By investigating the social media usage preferences of different age groups of snow sports enthusiasts, the results show that social media, especially Xiaohongshu and TikTok, play a key role in increasing the popularity of snow sports, and Ctrip plays a key role in integrating them with e-commerce services. This article finds that social media has an important role in expanding the audience of snow sports and shaping the marketing strategies of related industries. It also provides useful insights for the snow sports industry in using social media platforms to promote and commercialize the sport. This research is expected to provide a deeper understanding of the role of social media in promoting snow sports and valuable guidance for the development and optimization of marketing strategies in the ice and snow sports industry.