Research On Wechat Marketing Model Of Tourism Areas In We Media Era

Farewell to the traditional marketing-oriented media 1.0 era, with the emergence of new media, the media 2.0 eras is coming.As an important area of new media studies, the characteristics of we media is personal, plebification and autonomous.To provide and share independent information to the general public is the core of we media study.We media ushers our society to the receiver-oriented era, which is the media 3.0 eras.The media ecology was formed in 2014, the dissemination of information converted “node-to-surface” to “surface-to-surface”.Wechat is one of the most successful mobile Internet products with many active users, accurate push and highly interactive. With the growing influence of Wechat, various industries consider Wechat as a new land to carry out marketing.From the beginning of the 1980 s, tourist attractions in China began to use traditional media,such as, newspapers, radio, television and magazines, to raise public awareness of tourist activities, which is mainly one-way propagation.With the popularization of the Internet and the appearance of new media, tourist attractions begin to use new media to expand tourism marketing, but its precision and influence of marketing are not so good.With the appearance of Wechat public platform, the way to acquire and disseminate travel information is changed, which is good to carry out tourism activities relying on Wechat marketing.The combination of online marketing and offline marketing, is an ideal one-stop marketing platform for tourist attractions to implement the process: “Planning activities——Accumulate users——Manage users——Advisory Services——Travel paid”.This paper systematically reviews studies on Wechat, we media and tourist attractions marketing, combines the current status of Wechat marketing and visitors’ perception, also synthesizes the content and approach of Wechat marketing, then proposes the "OCS" Wechat marketing mode.Secondly, this paper carries out a research on tourist perception of Wechat marketing in Gulangyu, concludes four factors based on SPSS software.Finally, this paper does research about the application of the “OCS" Wechat marketing mode, combines visitors’ perception factor and marketing situation, then presents Gulangyu Wechat marketing strategies.