Research On The Communication Strategy Of “Harbin Ice And Snow World”

As the primary product of ice and snow industry in China,the Ice and Snow World of Harbin has been developing for nearly two decades,becoming one of the most popular ice and snow theme parks in the world.Behind these successes,apart from high quality management,it depends on the implementation of communication strategies.The Ice and Snow World of Harbin choose the snow culture as the principle,forming a set of flexible and effective communication strategies,it also provides valuable experience for the content propagation and brand shaping of snow and ice tourism industry in China.In this paper,a review of the development course of the Ice and Snow World of Harbin and the analysis of the operating conditions,found four major characteristics of communication strategy :spread the snow culture,construct communication channels,carry out the event marketing and confirm the target audience.Meanwhile,this paper sums up the core concept about communication strategy : the content,the channel,the public policy and the audience.At the same time,the improvement method is proposed for the problems existing in the communication strategy.