The Research Of Mongolia Tourism Marketing Strategy Based On Integrated Marketing Communications

In an increasing competitive global tourism market, a strong tourism strategy has a key role to confront marketing challenges. Tourism marketing communicates clear and “ one voice ” marketing messages to consumers by integrating useful media tools. Tourism marketing strategy is a long- term planning, so the marketing organization should improve marketing planning with the market circumstance. Mongolia has also taken many measures to develop the tourism industry, but due to the lack of effective strategies and methods, has been a lot of problems. In this case, this paper attempts to study the use of Integrated Marketing Communication(IMC) in Mongolia tourism.In this paper, the theoretical exploration and analysis methods, the use of tourism marketing theory and SWOT analysis method, the Mongolia tourism marketing situation and existing problems were analyzed. Based on the correlation analysis, the tourism integrated marketing communication strategy of Mongolia is put forward.The full paper can be divided into four parts: the first part introduces the research background and source, the purpose and significance of the research, the research ideas and methods. The second part is about the tourism marketing and integrated marketing communication related research overview and integrated marketing communication definition, to integrate what aspects of the definition. The third part is the analysis of Mongolia’s tourism marketing environment. Through tourism marketing 7P theory and SWOT analysis, detailed analyzed the tourism market of Mongolia, the Mongolian tourism needs and tourism marketing environment, based on proposed Mongolian tourism marketing present situation and the existing problems, indicating that it is necessary for integrated marketing communication of Mongolia. The fourth part is the research on the integrated marketing communication strategy of Mongolia tourism. It determines the aim, idea, principle and strategy of the integrated marketing communication in Mongolia tourism.