Study On Integrated Marketing Communication Of Tracker Cultural Tourism Brand Of Badong Enshi Hubei

In recent years, domestic tourism prospered scene in order to culture as the foundation of "cultural tourism" is gradually becoming a tourist kind of vast number of tourists are keen. Media technology advances, changes in information dissemination environment, mass tourism demand for personalized and diversified, and competitive tourism industry and other objective realities are driving the tourism marketing way from the past into today's product marketing, brand integration marketing. Unlike cultural tourism brand tourism brand, the core value of cultural tourism brand in its culture, therefore, cultural tourism brand marketing communication is necessary to ensure a certain economic benefits of tourism, but also pay attention to cultural heritage in marketing.This paper selects Enshi Tujia and Miao Autonomous Prefecture of Badong County trackers culture tourism brand for the study, to integrated marketing communication as the guide, a comprehensive review of the status of the spread of Padang trackers culture tourism brand. The opening chapter of the trackers trackers culture and cultural tourism brand concept defines done, I believe that cultural tourism brand is the consumer trackers symbols have some significance for the characterization of Padang trackers culture tourism products and services, on the basis of interpretation of the the inevitable trend trackers culture tourism brand marketing communications transformation. For the status of its integrated marketing communication, the author mainly from the spread of the main means of communication and marketing to analyze these three aspects, and its marketing, including public relations marketing, festival marketing, leveraging the marketing, music marketing and word of mouth marketing. Through analysis of the status quo, I believe that the current spread of cultural tourism brand trackers exist the following problems: First, the "pleasure public" information dissemination brought uneven; the second, a certain lack of advertising design professional; Third, part of the new marketing strategy has not been effectively implemented. In the article at the end of articles, the actual situation of the author from Padang trackers culture tourism brand communication of departure, dig the brand's future development, marketing space, and integrated marketing communications propose a four-point policy for trackers innovative cultural tourism brand: first, do "five integration"; second, to further promote the process of branding trackers culture; and third, the implementation of "one to one" marketing communication strategies; fourth, adapt to the new marketing trends, innovative brand marketing, experiential depth marketing and tourism event marketing. The ultimate goal of integrated marketing communication of tracker cultural tourism brand Of Badong is to Badang "trackers culture travel card" to the success of tourists from all over the world in the hands, create a better trackers culture tourism brand image, promote brand value building.