Necessary Mall Traveling Scenic Area Integrated Marketing Communication Strategy Research

With the continuous development of the domestic market economy and the further improvement of people’s income level, the conditions of material civilization continue to be satisfied, the spiritual needs of continuous improvement, including a sharp rise in demand for tourism consumption, while domestic tourism in the national economy the status and role has become increasingly important. The pace of development of the domestic tourist areas and national scenic area management models, marketing, software and hardware equipment appeared not appropriate to the embarrassing situation. Outstanding performance in the management of mode confusion, traditional marketing methods a single hardware equipped with outdated, stagnant business philosophy. Scenic a long period of idle waste a lot of resources, lack of organic integration and unity.Huaihua ancient commercial city known as "China’s first ancient city, its long ancient business culture, well-preserved Ming and Qing architectural pattern, and favorably compared with the southern town beautiful natural scenery known to the world, but due to historical shorter development time, development of tourism started late shift the focus of the modern business culture and other reasons, resulting in the ancient commercial city has been out of the Xiang xi out of Hunan, to the country.In this paper, the macro-environment of the ancient city, in view of the industry environment, micro-scenic environmental analysis, come to the SWOT analysis of the ancient city of scenic resources, and on this basis, based on integrated marketing communication theory, and integrated marketing resources in the scenic area, the ancient city the market re-positioning, the practical significance, the ancient city of marketing Communications for the ancient city tourism marketing communications optimization strategies and programs.