本文正是基于中国节事旅游快速发展的背景下,选取中国十大节事品牌活动之一的“哈尔滨国际冰雪节”作为研究对象,以市场营销学理论为基础,对其进行SWOT分析;在分析的基础上,对节事进行了市场细分、市场选择与市场定位,并且有针对性的提出传统的“4P”(产品、价格、渠道、促销)营销策略组合;再结合近年来新兴的市场营销方式,提出哈尔滨国际冰雪节的营销新策略。 Based on the rapid development of Chinese festival tourism, this paper selects the “Harbin International Ice Festival” which is one of the top ten festival events in China as the research object, and based on marketing theory, carries on SWOT analysis On the basis of the analysis, we conducted market segmentation, market selection and market positioning on the basis of the analysis and pointed out the traditional marketing strategy combination of “4P” (product, price, channel and promotion) Emerging in recent years, marketing, Harbin International Snow Festival proposed a new marketing strategy.