A Research On Integrated Marketing Strategy Oflion Culture And Art Festival Of Thousand Island Lake

Based on the policy promoting of national conditions,the “construction of characteristic towns” has become a “new measure and new mode” of China's new rural construction and new urbanization in the new era.Tourism-featured small towns are one of the hottest directions in the construction of small towns with Chinese characteristics.With the emerging of “construction of characteristic towns”,festival tourism has been greatly promoted.However,there are a series of problems in Chinese festival tourism,such as one-off festival activities,poor integration of resources,weak experience and poor brand driving and so on.The tourist industry in the 21 st century is gradually entering the marketing era from the resource era.For the booming market of China's tourism-featured small towns,tourism enterprises urgently need an effective marketing method to quickly tap,enrich and realize the characteristic tourism value of the tourism characteristic towns they operate.Although the concept of integrated marketing has already formed a complete theoretical system.However,at present,the social research on integrated marketing strategy generally tends to integrated marketing of communication.Especially in the field of tourism marketing,the application and research of integrated marketing strategy are generally focused on two dimensions including tourism enterprise cooperation and regional tourism cooperation.In terms of the application of festival tourism marketing,there is a lack of case studies.The significance of festival tourism marketing of Thousand Island Lake Lion Culture and Art Festival lies in that when Yuan Wen Lion City in Thousand IslandLake,as a new type of characteristic tourism town with private capital,is in the stage of incomplete infrastructure and brand potential energy,it creates characteristic festival tourism through integrated marketing strategies to enrich the tourism experience of scenic spots,and promotes the promotion of scenic spot brands through festival tourism brands.On the basis of the concept of integrated marketing,this paper conducts guiding practice on Qiandao Lake Lion culture and art through using Professor Zhong Yugan's conceptual theoretical framework for integrated marketing in 2016 as an analytical tool,and four dimensions including “integration strategy thinking of trade marketing and relationship marketing”,“integration strategy thinking of customer marketing and public marketing”,“integration strategy thinking of external marketing and internal marketing” and “integration thinking of strategic marketing and tactical marketing”.This paper also studies and analyzes the successful marketing strategy and theoretical guiding significance of integrated marketing in festival tourism of tourism towns through this conceptual theoretical framework.