| Promoted directly by central authorities since2004, red tourism has grown rapidly and becomes the leader of tourist brands, which is pursued by the mainstreams of tourists and becoming more and more internationalized. There is a growing body of research literature in red tourism in academic fields, which mainly focus on two aspects of resource development and economic benefits. The scope and depth of these research is very limited, however, especially on aspects of marketing, building brand identity and spreading red culture. The shaping and promoting of red tourism brand is very important for the development of red tourism. As the sample project of Chinese red tourism and the leader of tourist brand, the promoting of Jinggang Mountain red tourist brand is worthy to research, and it is of typical significance for the whole red tourism.This paper centers on the factors of the promoting of Jinggang Mountain red tourist brand, in which the core factor is its web promotion. Theories, strategies, technology and methods of its web promotion will be highlighted in this paper. The basic theories of brand commnunication including USP theory, Brand Imagsion Theory, Mimicry Environment Theory, the5W spread mode and AISAS Theory are reseached deeply. For practical significance of this paper, the following questions will be answered. How to shaping Jinggang Mountain red tourist brand? What characterize it? How about the situation of the promoting of Jinggang Mountain red tourist brand? What is its achievement and its limitation? How to choose the ways of the promoting of Jinggang Mountain red tourist brand? How to carry out these theories and strategies? Why does Jinggang Mountain red tourist brand need the investigation of public opinions, public feelings in the network era? How to do it?Based on the data analysis on Baidu search engine and the observation on the promotion status of Jinggang Mountain red tourism brand, this article holds that there are six misunderstandings on the promotion of Jinggang Mountain red tourism destination brand. The misunderstandings are "internal promotion momentum missing due to lack of recognition of the main theme of red culture";"gap between core value of red culture and market promotion";"tendency of’doctrinarism’and’Party stereotype’in red culture promotion";"simply copying western market promotion theory";"one-sided focus on products’selling points in red tourism promotion video" and "singularity of red culture promotion channel" etc. Based on all these, this article is to make comprehensive use of modern promotion theory and the realistic development of network technology and make five specific proposals on Jinggang Mountain red tourism destination brand promotion from the two perspectives of "networked promotion" and "strategic marketing". These proposals are "transformation from traditional media marketing promotion to integrated network marketing promotion";"retaining the consistency of promotion process and tourists’ consumption behaviors;"constructing a real metrics for the promotion of Jinggang Mountain tourism brand destination";"displaying personalized themes" and "establishing a public opinion management mechanism for Jinggang Mountain red tourism promotion". It will be strong guiding role to China Red Tourism that built the cmmunication mode of Red Tourism Brand. |
