Enjoy Life-Tongxiang City’ Song Yun Cultural Tourism Brand Integrated Marketing Communication Plan

When culture thrives,a nation thrives;when culture is strong,a nation is strong.The excellent Chinese traditional culture is the source of confidence in building a strong cultural nation.In the report of the 20 th CPC National Congress,General Secretary Xi Jinping pointed out that "we should make creative transformation and innovative development of the excellent Chinese traditional culture".In August 2021,the Cultural Work Conference of the Zhejiang Provincial Party Committee proposed the implementation of the "Song Yun Cultural Heritage Project",emphasising that "the thousand-year Song Yun will ’flow’ and ’be passed on’ in the new era.In August 2021,the cultural work conference of the Zhejiang Provincial Party Committee proposed the implementation of the " Song Rhythm Cultural Heritage Project ",emphasizing that " the thousand-year old Song rhythm will ’flow’ and ’be passed on’ in the new era.Since its implementation more than a year ago,the construction of Song Yun culture in the whole area of Zhejiang has achieved certain results,and some of the head cities have achieved good results in creating a Song Yun cultural atmosphere.However,some cities still have problems such as scattered construction of Song Yun culture,insufficient exploitation of resources and insufficient dissemination.Therefore,the graduation design selects Tongxiang,a city in Zhejiang Province,which is relatively backward in the construction of Song Yun culture,as a sample.Firstly,through field visits,questionnaires and data collection,we understand the current situation and problems of Tongxiang’s cultural tourism brand and Song Yun culture brand construction;Secondly,we collect and summarise Tongxiang’s Song Yun culture resources,and use SWOT analysis to clarify the advantages and endowments of Tongxiang’s Song Yun culture tourism brand construction;Again,based on the above analysis,we establish the brand core positioning and target of "Enjoy Life in Tongxiang ".Finally,based on the SIPS marketing planning model,the Tongxiang Song Yun cultural tourism brand marketing communication is formulated from four perspectives: Sympathize,Identify,Participate,Share&Spread.The project has explored a way to develop a brand marketing and communication plan based on the Song Yun cultural tourism.In this way,it explores a path for the construction of an overall urban cultural tourism brand led by Song Yun culture,and helps transform Zhejiang Song Yun culture into an everlasting vitality.