Research On Tibet's ‘The Third Pole Of The Earth' Tourism Brand Communication In The New Media Environment

The rapid development of new media has caused huge changes in all walks of life,and the tourism industry is no exception.Competition in the tourism market is becoming increasingly fierce.If you want to gain a place in the fierce market competition,it is particularly important to build and disseminate tourism destination brands.The ‘2019 Tibet Autonomous Region Government Work Report' proposes to build ‘The third pole of the earth' overall tourism brand,and enhancing the brand's dissemination and influence is of great significance to promoting the development of Tibet's tourism industry.This study is divided into four chapters.The first chapter starts with the theory of brand communication and introduces the overview and development process of‘The third pole of the earth' tourism brand;using the content analysis method,field investigation method and questionnaire survey method,it analyzes the Dissemination subject,dissemination content,dissemination means,dissemination medium and dissemination effect.Chapter 2 conducts an environmental analysis of ‘The third pole of the earth'travel brand.Overall,the macro environment is conducive to the spread of the brand,but there are obvious development disadvantages in the micro-environment such as brand holders,audiences and competitive products.The third chapter analyzes the great changes in brand communication in the new media environment: PGC and UGC have gradually become two common modes of production and creation of communication content;new changes have taken place in consumer behavior models;and the application of technical thinking and community thinking has been Brand communication brings new possibilities.Short videos and web casts have also become mainstream information product forms at this stage.New Internet economic development methods represented by the Internet celebrity economy and fan economy have promoted economic growth and provided new opportunities for brand communication Thinking.These changes have caused a sensational effect in various fields,and have a huge impact on the communication mode of travel brand communication.‘The third earth pole' travel brand communication also faces opportunities and challenges.Chapter 4 proposes countermeasures for ‘The third pole of the earth' tourism brand in the new media environment based on the previous analysis: to integrate the communication subject and content,integrate social media operations,build a smart tourism platform,provide one-stop tourism services,and use the community Build word of mouth and find spokespersons to increase brand awareness.