Research On The Construction Strategy Of Mountain Resort Royal Cultural Image In The Perspective Of Integrated Marketing Communication

With the improvement of the people’s living standards,tourists’ requirements for tourism have been raised from the original sensory experience to the cultural connotation.In the second ten years of twenty-first Century,information communication technology has made great changes,the traditional communication environment has been overturned,the traditional media has been constantly differentiated,and the new media has gradually occupied the mainstream.The fierce competition of tourist market for tourists,the improvement of tourists’ requirements for tourism enjoyment,the uniqueness of tourist attractions and the cultural value of their own image become more and more important.In terms of marketing,tourist attractions have their natural disadvantages.Most scenic spots are still in the stage of interpersonal communication and traditional mass media propagation and propaganda,which has brought some limitations to their own image building and image value formation.The combination of the theory of integrated marketing communication and the image of tourist attractions is an effective way to solve this problem.Integrated marketing communication,pay attention to the end consumers,as the core,reasonable arrangements for the integration of its own resources,publicity through various channels and means of communication,and ultimately the formation of brand of "unified image,unified voice,in order to achieve the image formation of brand value goal.For the current development of Mountain Resort scenic area,integrated marketing communication is very practical,because the theory of integrated marketing communication has not been applied to the practice of Mountain Resort scenic area and its external things.This paper is divided into three parts: the first part is the integrated marketing communication theory,summarizes the development of driving force and four stages,while the Royal Mountain Resort culture is defined as eclectic "and" culture;the second part is for the current extension of Mountain Resort culture in Mountain Resort Royal attempt summary.Using thequestionnaire survey method and interview method,investigation of different ages,education,social background of the crowd,a comprehensive analysis of the status quo in the propaganda process royal culture Chengde Mountain Resort scenic area;the third part is the feasibility of the Mountain Resort shaping the brand image of integrated marketing communication perspective and build long-term brand value.According to the present situation of Mountain Resort propaganda royal culture,build the theme park from the royal culture and integrate the internal material and human resources,the use of "Internet plus" construction of old and new media integration platform,increasing cultural experience project in several aspects,the Mountain Resort Royal cultural marketing dissemination strategy integration.