Optimization Strategies Of Zhangjiajie Treasure-Peak Lake Tourism Company Integrated Marketing Communication

In recent years, tourist scenic spots have been built in all parts of the countrywith the rapid development of tourism. It has become a difficult problem each touristscenic spots has to face that how to effectively attract tourists through marketingcommunication and successfully create one’s own brand in fierce market competitive.The theory of integrated marketing communication is a relatively pop study in recentyears and is also an operational theory with strong actual combat. The article choosesthe Zhangjiajie Treasure-Peak Lake Tourism Industrial Development Co., Ltd. mainlyengaged in the Treasure-Peak Lake scenic spot as a specific object of study, throughthe method of combining theoretical analysis and practice, attempting to optimize andconstruct integrated marketing communication strategies for it so as to enhance thebrand competitiveness of tourist scenic spot.The company is analyzed through five aspects, including macro-environment,characteristics of scenic spot, industry competition, and tourism behaviors of touristsand marketing communication media environment aiming at the current environment.And through analyzing the Treasure-Peak Lake scenic spot of current marketingcommunication strategies, the problems are discovered such as marketing positioningis not clear and lack of effective integration for marketing communication strategies.Based on the problems, the company is segment markets, selected and positioningmarkets again.Based on the marketing communications positioning, advertisement, personalselling, sales promotion and public relations will be designed respectively throughdesign on integrated marketing communication objective of Treasure-Peak LakeScenic Spot, and then optimal design is done for respective integration strategy. Ofwhich, the integration design will be done from the aspects of advertising appeal,advertising media and advertising campaign for advertisement integrated strategy;personal selling lays stress on the consistency of sales promotion information andcombination of sales promotion forms; sales promotion pays attention to the touristsand middlemen in target market and meanwhile fully considering the combination ofpromotion time; for public relations, different marketing communication strategieswill be adopted for different objects. The scenic spot will introduce Corporate IdentitySystem and choose sales promotion combination based on the above analysis. At last,the article adopts a series of safeguard measures to make sure the optimization design of integrated marketing communication strategies will be completed smoothly,including optimal control of communication expense, evaluation of communicationeffect, marketing organization optimization construction, perfecting the constructionof hard facilities and establishing tourist database.