Research On Optimization Of New Media Marketing Strategy Of Sports Tourism In ST Corporation

With the rapid economical development in China,the demand for tourism and health consumption is strong,and the mass sports tourism market based on the integration of tourism and sports has grown rapidly.However,there are still some problems in the sports tourism market,such as low market awareness of products.Lack of innovation in marketing concepts and strategies and other practical management problems.How to make consumers pay attention to the information of sports tourism products timely and effectively is a realistic problem for sports tourism enterprises to achieve sustainable development.ST Corporation is committed to the management of mass sports tourism products,and currently occupies the first place in the market share of sports tourism in BB City,but compared with traditional tourism enterprises,it still has the practical problem of insufficient market competitiveness,and urgently needs to innovate its marketing concepts and technical means.Help the company to enhance its market competitiveness and achieve the strategic goal of sustainable development.In view of this,on the basis of a comprehensive review of the previous research results in the field of sports tourism marketing and tourism new media marketing at home and abroad,and on the basis of the STP theory and 4I theory in the field of marketing,by using the method of in-depth interview and questionnaire survey,this paper focuses on the investigation and analysis of Sports Tourism Consumption Demand and new media marketing management in ST Corporation,it is found that there are some problems in the marketing management of sports tourism in ST Corporation,such as unclear segmentation and positioning of target market,lack of interesting material in marketing content,inaccurate positioning of customer interests in marketing copy,lack of effective interaction mode in new media operation,and lack of distinct brand personality of new media.In view of the above problems,this article proposed that the ST Corporation should further clarify the company sports tourism product market localization,the new media marketing strategy is optimized from the aspects of adding interesting elements to attract traffic,refining clear consumer interests,strengthening two-way interactive communication,and strengthening new media marketing personality brand,and strengthening new media marketing organization security.