Soft Communication Strategies And Effects

Soft communication was first put by researchers Xiao Rong-Chun,in his paper Soft Communication: the New Idea of Government’s Communication in 2008.Since this new word was put forward, it has caught a wide attention in the industry. This concept is discussed by many scholars, although it has not yet had an authoritative definition, it is gradually gets a recognized meaning in its propagation field. soft communication requires equal and interactive relationship with audience; the mode of transmission is humanization and natural; the content are the "marginal" and "routine" ones; new media pays an important role in soft communication, and it is the most useful tool to maximize the effects of soft communication.The development of media technology,the increasing competition among scenic spots and more human oriented advertising concepts promote the soft communication strategies, and it becomes a subject worthy of study.Chongqing Wu long, it used be a little-known and small poor town, but now it becomes so famous that attracts a number of tourists from all over the world. Last year,the whole number of tourists that Wu long received is amounted to 19.08 million. Fairy Hill and Natural Bridge received exceeded 100 million people.From 1994 to 1994,the mainly tourism markets of Wu Long are Chongqing, Si Chuan and Hu Nan province.In 2007, Wu Long was implanted in director Zhang Yi mou’s film "The Curse of The Golden Flower", since then it has become familiar by local citizens. The early strategies of Wu Long were very traditional,including news conference, press conference, etc. Wu Long also Invited CCTV, Chongqing television and other media to shot some video to spread to the public, then invited newspaper reporters to report, invited large agencies to develop tour route.A series of new forms presented in Wu long’s communication strategies in 2014. In addition to using the traditional methods such as putting tour videos on CCTV Movie Channel, one video was aim to present Wu long’s humanities and the other one was aim to present its natural beauty, jointing with Chongqing Daily, Chongqing Morning News and other authority media to report some marketing related events, Wu long also did some more remarkable things in 2014,such as spent a lot of money in implanting in the popular Hollywood movies and implanting the overall image of Wu long in the popular variety show. After doing this, Wu long not only did a great deal of marketing event,but also make full use of online media to disseminate these events. Wu long attempted all kinds of new means of communication boldly, and used We-Chat and Micro-blog to publish soft articles timely,effectively and interactively. These series communication strategies were in line with the concept of "soft communication. Growing reputation of Wu long depends on soft communication strategies. And this is the reason why I select Wu Long as my study sample.The main content and idea of this paper are as follows:First, Summary the definition of soft communication. Through combing different definitions of soft communication, I summary the common ground among these views, which is that, audience-based, with all kinds of communication tools, particularly new media, interactive communication, daily,marginalization,vivid and valuable contents, and the purposes are hidden in the dissemination.Second, Classify the soft communication strategy.The carriers of soft communication are too many to count one by one, and the targets of soft communication are divided into the organization and outside of the organization, This paper mainly choose electronic media as the communication channels to research and divided soft communication strategies into these types: soft,implants, native, other forms of advertising,in order to analyze the effects of soft article、implantable advertisement, original advertisement, advertising video and so on.Third, choose Wu Long as a case to study it’s soft communication effect. Although Wu Long is a good case of soft communication,the strategies of soft communication in Wu long scenic is not all perfect, I find that the tour videos are lack of innovative and the interactive is not strong so that the click rates are low, the awareness of soft articles’ carrier is not high, the publicity effect is not obvious, placement process is not perfect and so on.I choose some research methods like literature research, text analysis, and questionnaire survey to classify scenic spots’ strategies of soft communication and do some case study. However, soft communication is a meaning covers a wind range,I have to select electronic media as my breakthrough point. Then Wu Long is selected to be a case for its sudden fame. I expect that through defining the concept of soft communication, classifying the strategies of soft communication and researching Wu Long case, I can find out the reason why Wu Long become famous and the shortcomings and strong points in its soft communication strategies. In order to solve the shortcomings,I provide strategies as follows: design vivid stories for the of promos of scenic spots; expand the channels of implanting and rich implanting form; use diversified soft paper to communicate. Hope these strategies can be useful to other scenic spots as well. Through this work I expect to find out some meaningful experiences to provide for other scenic spots.