The Integrated Marketing Communication Plan Of Tongli Town

In recent years,with the continuous development of leisure tourism and self-driving tourism,the related consumption market continues to expand.Meanwhile,the demand for ancient town tourism keeps flourishing.However,many ancient towns in the south of the Yangtze River also face serious homogenization problems in their development.On the one hand,the original aquatic product resources are relatively monotonous and lack of innovation.As a result,tourists' perception of the characteristics of each ancient town is at a very low level.On the other hand,the revenue of the ancient town is still dominated by ticket revenue.Cultural value-added services are still at the germination stage.Tourists will not stay for a long time and will not have satisfying enough experience from the trip.Nowadays,in the period of change and development of ancient town scenic spots,it is a huge dilemma and challenge for Tongli town to integrate and explore the ancient town cultural resources and ecological resources around the lake.It also needs to be innovative and find its own development path.This paper will use the research methods of literature analysis,interview and field research to make a detailed interpretation from the background of topic selection,industry analysis,Tongli town tourism market analysis,communication status analysis,Tongli town tourism resources analysis,competitive product analysis and other aspects,and find the breakthrough of Tongli town tourism planning.So as to create a customized development strategic plan for Tongli Town,taking advantage of the 4I marketing theory,we will give Tongli town a new brand image position and formulate a consistent activity plan and communication plan.Optimize the ancient town tour.Strengthen the ecological tour of Xiaodian lake.Propaganda the agricultural sightseeing tour of Beilian farm and create a new tourism mode of "ancient town +",and realize the mutualistic development of tourism industry and cultural industry,so as to show the unique charm and profound cultural heritage of Tongli.