Research On Tourism Integrated Marketing Strategy Based On "Internet"

As a new marketing idea,in the application of the Internet,integrated marketing is playing an increasingly important role in the marketing process of tourism destination.This paper takes Ji'nan city as a case,with the "universal Internet plus",combined with the analysis of the development situation of Ji'nan tourism market and overall development environment of tourism,carrying out in-depth research on implementation steps and Strategy and strategy of marketing integration of Ji'nan city tourism destination,and put forward the promotion strategy of Ji'nan tourism integrated marketing.The main content of this paper includes six parts:(1)introduction.This paper mainly introduces the background,significance,literature review and research methods of this study,which provides a good theoretical guidance for this paper.(2)theoretical basis.On one hand,this paper defined the concepts of the"Internet plus",integrated marketing,integrated marketing.On the other hand,the paper provides a theoretical basis for the study of the problem,including the SWOT theory,STP theory and 4P marketing theory,which provides a good theoretical support and framework for the research of the paper.(3)the analysis of tourism integrated marketing environment of Ji'nan city.On one hand,it analyzes the current situation of the development of tourism market Ji'nan City as a whole.On the other hand,mainly through the SWOT method,it 'carries out an in-depth interpretation of the internal strengths and weaknesses and external opportunities and threats of integrated marketing,providing a good analysis framework of environment for the study of tourism marketing of Ji'nan city under the background of the "Internet plus".(4)implementation steps of tourism integrated marketing of Ji'nan under the background of "Internet plus".This part mainly includes six aspects:the establishment of the database;the choice of the target market;contact management;establishment of marketing strategy;the choice of marketing tools;integration of communication.Based on the analysis of each step,it focusing on how to enhance the effect of the operation of each step by combining the use of "Internet plus" technology.(5)"Strategy and strategy of integrated marketing of Ji'nan city tourism under the background of "Internet plus".It includes marketing strategic integration,marketing tools and integration of marketing communication.(6)the promotion strategy of integrated marketing of Ji'nan tourism under the background of "Internet plus",it includes the use of big data to precision marketing,strengthening the integration of the network media information of tourism destination,integration of network marketing cross regions and strengthening the construction of marketing network system etc..