The Research Of Liaoning Red Tourism Brand Communication From The Perspective Of Integrated Marketing Communication

As a theme of tourism products,red tourism carry forward the revolutionary tradition,enhance the patriotic feelings,spread red cultural,promote the development of tourism economy,has significant social and economic benefits.In today's fierce competition in the tourism market,tourism brand communication vital to enhance the attractiveness and the core competitiveness of tourism products.Liaoning red tourism brand must be fully integrated means of communication and communication channels,strengthen brand awareness,scientific planning brand communication strategy,shaping the red tourism brand image,enhance brand awareness,strengthen the interaction and communication with the audience,cultivate the audience's loyalty.For an intuitive understanding of the status of Liaoning red tourism brand communication development,from the theories of communication,brand management and tourism,with the methods through literature research,case study,field survey,content analysis,from the perspective of integrated marketing communication analysis Liaoning's red tourism brand communication integration,mainly include communication organization,communication content,communication means communication media and communication audience,then found four problems of Liaoning red tourism brand communication: too dependent on government communication and brand cooperation lack of integration,inadequate communication and lack of systematic means of communication,communication channel dispersion,traditional media and new media integration awareness is weak,target group is not clear and feedback mechanism is not perfect.Combined with the practice of Liaoning red tourism brand communication,and puts forward the corresponding countermeasures and suggestions according to the cause of the problem,Liaoning red tourism brand communication about to innovation and development,it is necessary to enhance the awareness of integrated marketing communications,strengthen brand communication cooperation,increase communication input,transformation and integration means of communication,strengthen the integrated communication media of red tourism brand,market segmentation to achieve accurate communication,improve the communication feedback mechanism,enhance the brand communication effect of gathering,construction of professional brand communication talents.