The Integrated Marketing Communication Plan Of Nantong Rosewood Cultural Industry Complex

The rosewood industry in Nantong has been occupying the market with exquisite engraving techniques and the high-quality materials.However,the brand of rosewood is not creative,recognizable and unique,which makes it difficult to develop in the homogeneous market competition for a long time.Therefore,Nantong Municipal Government and Nantong Jindinglong Cultural Creative Co.,Ltd.Jointly plan to build the project of Nantong Rosewood Cultural Industry Complex.The purpose is to build a rosewood cultural and artistic tourist attraction,create a high-end brand of rosewood in Nantong.At last,let it lead the industrial development and become the cultural treasure house of the city.First of all,the article will analyze the rosewood home market and cultural tourism market to explore potential and competitive advantages.Simultaneously,the article will provide ideas for cultural tourism brand building based on the current travel market development trend and analysis of potential tourist preferences.The article will summarize the project innovation from the project's geographical location,traffic conditions,project planning and industrial resources.This article will analyze and compare with similar competitors in the market,formulate project competition strategies and determine brand positioning.Secondly,according to the brand SWOT analysis,the target market is divided into three stages in turn,including middle and high consumers,famous teachers and scholars,and low and medium consumers.The core positioning of brand is "Chinese Rosewood Art Pilgrimage Site".The brand slogan is "The best rosewood in Nantong".The brand positioning of cultural tourism is "Chinese Rosewood Cultural Resort".Finally,the article builds a communication platform,implements personalized information push,creates cultural and creative designs,and values social benefits.From arousing interest to daily activities to in-depth experience,the brand's influence has been gradually improved,and related effective monitoring programs have been formulated.