| With the great improvement of people’s material living standards and spiritual pursuit,as well as the impact of the development of internet digital technology on the thinking habits and modes of communication of the audience,personalization has turned a new requirement for tourism of people gradually.At the same time,under the guidance of ecological civilization’s socialist concept,plenty of open eco-tourism scenic spots with multiple values of ecology,economy,humanitarianisms and community,symbolized by J Park,come into existence and gradually preferred by the public.According to the authoritative report: By the end of 2018,the number of scenic spots in China has gone beyond 200,000,and the number of tourist scenic spots with a certain reception size has overstepped 20,000.Behind the data is scenic spots’ increasingly serious homogenization and the intensification of competition within the industry.How to make the open ecological scenic spot better stand win the market and realize the transformation of greenish value has become a problem that scenic spot operators should pay attention to.At present,the tourism industry as an information-intensive and technology-dependent industry,new media based on digital technology has become an important channel for its information dissemination and marketing.It also opens a new door for scenic spots to carry out audience-oriented personalized and interactive marketing communication activities to better attract audience attention and transform network traffic into consumption.At the same time,the new media platform has the characteristics of information quantification,decentralized communication,uneven content quality,communicators have less control over the results of communication and so on.Based on the scenic spot itself,how to scientifically and effectively integrate the platforms of new media to achieve their complementary advantages,minimize the risk of marketing communication and improve efficiency is also what scenic spots need to attach great importance to when they carry out marketing communication through new media.Based on the theory of integrated marketing communication and the 4I principle of network integrated marketing,this paper uses literature research,case analysis and qualitative analysis to explore the integrated marketing communication strategy of J Park project(hereinafter referred to as J project)based on new media.The specific content is based on the overview of relevant theories and the general situation of the project,expounding the current situation of J project new media marketing communication,based on the relevant theory to analyze the existing problems and put forward the project new media integrated marketing communication strategy design principles,objectives,ideas and specific strategy implementation.The implementation of the specific strategy is to sort out the portraits of the known audience,compare the characteristics of the current new media platforms,and establish a new media matrix suitable for J project marketing communication based on the 4I principle.On this basis,based on the 4I principle again,this paper puts forward the specific implementation strategies based on the personality principle,interest principle,interaction principle and interest principle for the new media in the matrix,and some of the strategies are verified.The innovation of this paper lies in the adoption of a relatively novel research perspective of the 4I principle of network integrated marketing,and the in-depth excavation and close combination of the connotation of the 4I principle with the J project new media that are integrated marketing communication strategy.In addition,the research on the integrated marketing communication strategy of J project based on new media not only plays an important role in the value mining and multiple benefit realization of the project itself,it also has a certain reference value for other similar scenic spots to carry out new media integrated marketing communication scientifically and efficiently. |
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