The Integrated Marketing Communication Plan Of Harbin “Ice Culture”tourism

As the 2022 Beijing-Zhangjiakou Winter Olympics approach,a wave of "ice and snow fever" is sweeping across the country.As an old-brand ice and snow tourism city,Harbin's ice and snow brand image once occupied a certain position in the hearts of the people.However,Harbin's ice and snow tourism market is facing a challenge as many regions in China have joined the ice and snow tourism market.In this context,combined with the development goal set by the Provincial Party Committee and Provincial Government to upgrade the "Longjiang Brand" to an "International Brand",as well as the current era of "Internet of Everything",this article takes the perspective of integrated marketing to carry on the new plan to Harbin ice and snow tourism market.First,this article starts with the background of the domestic ice and snow tourism market,and then analyzes the current situation of ice and snow tourism in Harbin,Heilongjiang Province.And according to the actual situation,this article selects some similar market competitors for comparative analysis from the three perspectives of Ice and Snow Landscape,Ice and Snow Park and Folk Culture.Eventually,this ice and snow tour in Harbin will be positioned as an "ice and snow cultural tour" with the theme of "45 ° N Latitude,Snow and Folk Wind,Your City Season".The target customer group,based on the principle of "expanding the number of local tourists and driving domestic and foreign tourists",sets up three levels of target customer sources for domestic and foreign to carry out Harbin ice and snow tourism brand planning and dissemination.Secondly,this plan organically integrates ice and snow tourism and urban culture,adhering to the "ICE" principle of "taking ice and snow as the carrier,taking culture as the core,and taking enjoyment as the goal",condensing the three keywords "precipitation","imagination","Fresh and lively" and expresses the "historical sense","romantic sense" and "folk custom sense" in Harbin urban culture.Finally,combined with the above product positioning and potential consumer characteristics,this article conducts an annual integrated marketing plan for the "Harbin Ice and Snow Cultural Tour 2020".The plan focuses on the three themes of "Looking at Harbin on the Middle East Railway","One Thousand People Have a Thousand Ice Dreams",and "Come to Harbin and Feel the Different Ice and Snow Wind",which are combined online and offline,through the experience marketing,IP marketing,and festival marketing methods to carry out offline series of ice and snow marketing activities,and cooperates with all media platforms such as Weibo,We Chat,and Douyin to carry out annual brand communication.