Analusis On Content Marketing Strategy Of Tencent "Internet+ Tourism Government"

In 2005,Premier Li Keqiang pointed out in the two government work reports that "Internet + government services" should be vigorously pursued to achieve interdepartmental data sharing.Under such circumstance,over the past two years,Tencent and many Internet companies deeply practice the strategy that central government to promoted.As the leading departments in the fields of"Internet + government "and"Internet + tourism ",Tencent government tourism center provides a full range of government services for the national government tourism agencies to expand the influence of the government departments and related tourism industry in the public and gets its own profit through the content marketing approach at the same time.However,as to that the Internet provides"Internet + government "and"Internet + tourism " category services for the government departments,enhances its influence on content marketing related research,academic concerns are insufficient.By using the method of case analysis,interview,field observation and comparative analysis,this paper made an exploration of the contents marketing strategy of Tencent Administrative Tourism Center in the field of "Internet +government tourism.And with the exploration,this paper found that by using a variety of forms and main transmission carrier,Tencent Administrative Tourism Center is good at disseminating the content that can meet the target audience,at using non-interference marketing and follow-up strategy to expand its influence for the government departments,and therefore,the actual effect of communication was achieved.In addition,other integrated marketing communication is achieved through the integration of content,channels,technology,public relations,team organizations and other resources to support the content marketing,to expand the long tail to achieve traffic aggregation,to maintain the relationship between government and other integrated marketing communication.However,there are shortages such as user communication groups subdivision deficiencies in the main body,and barrier caused by internal and external transmission's lack of understanding of each other's business in the organization,and a complete and effective content marketing is still explored.Finally,some suggestion is proposed for reference such as to build a sound content of the ecological system and the development of a complete industrial chain,a fixed and effective content marketing models in the Tencent and similar platform in the "Internet + government travel" in the field of content marketing strategy,to strengthen the internal and external organizations communication and suggestion.