With the rapid development of the times and the continuous progress of society, people pay more and more attention to sports. Coupled with the success of the Beijing Winter Olympics, the ice and snow movement is more and more deeply rooted in people's hearts, which has set off an upsurge in China. Heilongjiang Province, as the largest province with the richest ice and snow resources in China, has quickly established the development chain of ice and snow sports culture industry in a short time, and with the strong support of the people, it has achieved good results.

Even so, compared with countries with a long history of ice and snow sports culture such as the United States and Japan, there is still a huge gap. Compared with the huge population of China, the number of people participating in the ice and snow sports is very small, and the value created is very small. Therefore, it is necessary to formulate corresponding development strategies to improve the development speed of ice and snow culture in Heilongjiang Province.

1, Development Status of Sports Culture Industry in Heilongjiang Province

Heilongjiang Province, as a province with abundant ice and snow resources, is the earliest area to carry out ice and snow sports in China, which has played a leading role in the development of ice and snow sports in China, and successfully held large-scale sports meetings such as the Universiade and the Asian Winter Games, which has played a powerful role in promoting the development of China's ice and snow cultural industry.

However, with the gradual expansion of ice and snow sports culture and the successful hosting of the Beijing Winter Olympics, it has undoubtedly played a deterrent role in the leading position of ice and snow sports culture industry in Heilongjiang Province.

2. The ice and snow sports cultural products in Heilongjiang Province have no own characteristics.

The ice and snow industry is a good opportunity for Heilongjiang province, which can use its own advantages to improve the speed of economic development. However, according to the investigation of the 16th Heilongjiang International Ski Festival, we found that the number of tourists in this ski festival has been reduced by about half compared with the past, so what is the problem?

We might as well think of it this way: with the progress of the times, even subtropical cities like Guangzhou and Shenzhen can use technology to build ski resorts. If there is no difference between skiing in Heilongjiang Province and skiing in other cities, why should they go further and further to save skiing in Heilongjiang Province? Therefore, the fundamental reason for the gradual decrease of tourists in Heilongjiang Province is that the characteristics of ice and snow sports in Heilongjiang Province are not strong enough and the publicity is not strong enough.