Research On Elephant-Parade’s Integrated Marketing Communication Strategy

With the development of society,people’s willingness to travel has continuously increased and the development of China’s tourism industry has been steadily increasing.With the promotion of relevant government departments,all tourism destinations began to pay attention to creating destination brands and packaging destinations,enhancing the core competitiveness of destinations,and vigorously developing local tourism.At the same time,we are also in an era of rapid development of the mobile Internet.The new media represented by WeChat,Weibo,the live broadcast platform,and mobile internet APP have become the indispensable media dissemination tools and marketing promotion methods in the field of travel communication by virtue of their features such as quickness,convenience,instant,and strong mutual communication.Many governments and enterprises in destination cities have huge demand for tourism marketing products.However,the market does not provide sufficient supply for tourism destination marketing.This article is based on tourism communication,brand integration marketing.Based on the analysis of the marketing media,audience habits,and current state of tourism destination marketing in the new media environment,this paper combines the Elephant-Parade’s brand integrated marketing examples,explores how to integrate branding marketing for destinations in a new media environment,integrates new media channels into traditional advertising and public relations activities,and considers how audience needs are addressed in new marketing ideas and present the author’s suggestions for Elephant-Parade’s concepts for the brand integrated marketing strategy.Through the writing of the thesis,the author hopes to use the research institute to propose various marketing strategies to enhance the business performance of the integrated marketing business of Elephant-Parade,thereby increasing the dominant position in the company’s marketing service competition;It is hoped that this study will provide reference for other companies and local governments to carry out integrated marketing strategies for tourism purposes.