Research On New Media Marketing Strategy Of Kunming QH Theme Par

In the context of the internet,the networking level of enterprise marketing is constantly increasing,marketing channels and activities are shifting online on a large scale,with various specific manifestations.The evolution of marketing carriers has progressed from self-branded websites to platform-based websites,and now to new media marketing.In this process,enterprise marketing is constantly adjusting its main marketing methods to adapt to the development of the times,achieving lower marketing costs and better marketing effects through continuous adjustments.In this context,more and more theme parks are achieving good economic and social benefits through new media marketing.Establishing effective communication and connection with consumers through new media marketing,and maximizing the effect of marketing information dissemination,has become a key factor for many theme parks to enhance their popularity.This paper takes Kunming QH Theme Park(hereinafter referred to as "QH Park")as the research object,and comprehensively applies literature research methods,questionnaire surveys,and interview methods to explore the new media marketing of Kunming QH Theme Park.The SICAS model and the 4I marketing theory are chosen as the theoretical basis,and through in-depth interviews and questionnaire survey analysis methods,we further identify the problems existing in the current new media marketing activities of Kunming QH Park.For example,at the enterprise level,there are issues such as single new media marketing methods,insufficient promotion of new media,and lack of personalized push on the platform.At the consumer level,there are issues such as low user perception of marketing,mismatch between marketing content and user interests,and lack of user participation and interaction.By combining the 4I theory with practical experience,the author proposes new media marketing strategies,these include updating communication channels,strengthening marketing promotions,enhancing content innovation,building a wide coverage perception network,improving the interestingness of marketing content,and establishing interactive connections with consumers.These strategies provide a reference for QH Park and other theme parks to improve the effectiveness of new media marketing information dissemination and enhance their popularity.