On Integrated Marketing Strategy Of Pingshan County Tourism Brand

The global tourism demonstration zone is both an opportunity and a challenge for tourism development in Pingshan County.The development of tourism industry in Pingshan County is relatively slow due to the lack of comprehensive high-level overall tourism planning and lack of ability and experience in tourism brand building and marketing.Moreover,it is not enough for Pingshan County to achieve the promotion of tourism brand awareness by relying on abundant tourism resources and convenient transportation.Only through the comprehensive integration of marketing to achieve the popularity of Pingshan tourism brand can really promote the development and optimization of Pingshan County tourism industry.Therefore,this paper hopes to sort out the current tourism brand marketing status of Pingshan County,integrate the county tourism brand of Pingshan County based on the integrated marketing communication theory,reconstruct the Pingshan County tourism brand marketing system and the specific implementation strategy and path,in anticipation It can provide decision-making reference for the formulation of tourism industry and tourism brand development policies in Pingshan County.The main research contents of this paper mainly include three aspects: Firstly,Pingshan County tourism brand marketing has weak tourism brand awareness,insufficient marketing channel integration,lack of tourism brand marketing innovation,tourism brand marketing interaction and tourism brand marketing information systemic Insufficient problems;Secondly,through the reference to the well-known tourism brand marketing experience,the following enlightenment is drawn: marketing subject diversification,marketing object refinement,marketing content unification and marketing channel integration;Finally,the Pingshan County tourism brand integration marketing The strategy mainly includes four aspects: sound marketing organization,tourism brand image based on integrated thinking,integrated media brand marketing channel and innovative tourism brand marketing.The innovation of this paper is theoretical application innovation.This paper proposes the integrated marketing strategy of Pingshan County tourism brand is based on the successful experience of domestic famous tourism brand integration marketing.The tourism brand marketing theory has been enriched and improved from the micro level of county tourism.