The Integrated Marketing Plan Of Nanjing Old Town South Historic District

The development of Nanjing Old Town is relatively early,and it is quite well-known throughout the country.It is the golden sign of Nanjing culture and tourism.However,due to the lack of integrated marketing concepts and innovative implementation,the abundant stock resources did not produce the due tourism revenue,and the tourism development in the "Mendong" and "Menxi" areas has serious imbalances,showing "lame status".The Nanjing Old Town has unique advantages that cannot be copied in terms of historical heritage,geographic location,road traffic and tourism resources.Therefore,the city has great potential for the development of all-for-one tourism.Based on the market research and positioning strategy analysis of the tourism status quo in the Nanjing Old Town,the planning case Combined with the market data of Nanjing City and Qinhuai District visited by Nanjing Municipal Culture and Tourism Bureau,comparing and analyzing the competitiveness of similar excellent templates Anhui Hongcun,Suzhou Pingjiang Road,Humble Administrator’s Garden and Lingering Garden.With reference to the marketing experience of Kulangsu in Xiamen and the historical city of Macau,the current situation of the integrated marketing of tourism in Nanjing Old Town is analyzed and summarized,a new system positioning strategy is put forward.According to the current status of the existing tourism resources,after data analysis and comprehensive comparison,the planning case positions the main target customer groups in the urban area as the following categories: self-driving tourists from Hefei,Suzhou-Wuxi-Changzhou Metropolitan area and Xuzhou Metropolitan area around Nanjing.Special tourist groups in the Yangtze River Delta region include cultural tourism groups,folk tourism groups,parent-child study groups and self-driving tourism groups.The image of the tourism brand in Nanjing Old Town is positioned as "traveling through Jinling City,living in the old city south",thereby promoting the "life experience in the old city south".Based on the analysis of the background,integrated marketing status,and target market of Nanjing Old Town.The planning case is based on the “4I Principles of Network Integration Marketing” and the classic integrated marketing theory “The Marketing Theory of 4Ps” and “4C Theory”,then proposed to match the "new 4I model" suitable for the current integrated marketing in Nanjing old town,which including “interest-invlove-immerseimpart” four parts.According to the above model,a series of related all-for-one tourism brand activities and tourism products were planned to gradually increase the popularity,tourist visit rate,accommodation rate,and revisit rate of the global tourism in Nanjing Old Town.In addition,the effects of COVID-19 outbreaks were considered,some offline activities could not be carried out on a large scale,so alternative plans were designed.Finally,according to the time points and seasonal characteristics of the old city south historical district,the planning case has formulated three themes including “Jiangnan Belle,South of Jinling Old Town”,“Ten miles of Qinhuai scenery,a dream of Jinling”,“Old city south,slow time”.At the end of the paper,the author developed evaluation criteria and methods for the implementation plan.