The Strategic Research Of Tourism Attractions’ Micro Marketing Based On 4C Theory

With the rapid development of the mobile Internet, micro-blog, we-chat and other social networking platforms, along with mobile applications and mobile client products are applied more and more commonly in marketing, bringing opportunities for enterprises. While tourism, as a non-smoking industry, can provide a lot of employment opportunities, also brings huge economic, social and cultural benefits, the important role it played by regional development has been recognized more and more widely. In many areas, the tourism industry is placed in the position of the pillar industries. As the micro marketing develops in full swing in all kinds of enterprises, the combination of tourist attractions and the mobile Internet is the trend of the times, many of them have established in various degrees of micro marketing system.This paper takes the tourist attractions as the research object. First, it analyzes the development environment of the scenic area in the macro political, economic, social and technological conditions, and the micro development environment from the factors of customer, the enterprise interior, the public, and the competitors. Then it analyzes the four channels of micro marketing, micro blog, we-chat, micro film and intelligent terminal application, explaining the characteristics, function and the mode of business marketing of each channel. Afterwards, the paper selects the Qin Lake scenic area, Taizhou City, Jiangsu Province as a case, discusses the construction and results in micro marketing. The attraction’s official Sina micro-blog is taken as the breakthrough point, the content, obtained feedback issued in a period of time are examined in mathematical ways, and a survey is conducted among micro-blog fans. An objective evaluation from all aspects of Qin Lake’s micro marketing is made. At last, the paper puts forward some tactics for tourist attractions in the operation of micro marketing based on the 4C elements of integrated marketing. From the perspective of consumer demand, tourist attractions should cater to the consumer’s habits, pay attention to the content of micro marketing, make good use of on-line leaders and relationships to improve the credibility of micro marketing; From the perspective of cost, they should build a professional micro marketing team to control the marketing costs, on the other hand, the attractions should integrate all kinds of marketing platforms to save the consumers’cost of receiving information; From the perspective convenience, they should pay attention to functional diversification of marketing platform, and the integration of online and offline integration, to provide consumers with convenient service; From the perspective of communication, attractions should try to create contacts with consumers, use the opportunity of tourism festivals to strengthen the communication with consumers, and combine micro marketing with relationship marketing and soft marketing, to deepen the connection with consumers.