| Relying on the unique natural resources and magnificent scenery,Changbai Mountain has become a natural landmark in the northeast of China,and it has also been favored by domestic and foreign travel enthusiasts.Tourism is a sunrise industry.Driven by the concept of “all-for-one tourism”,tourism industry has the resources to aggregate and enhance the overall regional economic competitiveness and the macroscopic role of cultural soft power.Changbai Mountain is famous for its beautiful scenery,but with the consumption upgrade of the tourism industry,consumer Appeals gradually shift from landscape sightseeing to information-based value recognition and experiential tourism.Tourism of Changbai Mountain Urgently Seeks Supply-side Reform in the Evolution of Consumer Demand.In the situation that media technology is changing with each passing day,the competition model of tourism has changed from pure offline competition to information warfare targeted by tourism products.This article hopes to integrate the concept of marketing communication.This paper hopes to take advantages of the concept of integrated marketing communication,and use IP positioning theory as a framework to sort out the spread of Changbai Mountain,then propose solutions based on the combination of Changbai Mountain's trait attributes and market demand.This article is elaborated from four aspects in the body of the text.The first part summarizes the existing cultural tourism resources and development status of Changbai Mountain based on the results of field research and data analysis.Take the analysis of the Significance and Value of Cultural Protection and Communication in Changbai Mountain,And through the PEST model,which is a macro method for the analysis of Changbai Mountain's cultural resources,then trying to dig into the spiritual core of Changbai Mountain's tourism communication orientation through the perspective of Changbai Mountain cultureThe second part is based on data analysis and case interpretation.Using big data to interpret Changbai Mountain tourism audience positioning,doing the representational representation of the image communication power of Changbai Mountain based on the Internet,and excavate the influence factors of Changbai Mountain interactive network communication effect from the perspective of audience.Through case analysis,knowing the success and failures during the currently marketing and communication,public opinion processing and cultural protection.The third part analyzes the inevitability of the combination of theory and tourism after summarizing the theory of integrated marketing communication.Based on its theoretical connotation,this paper analyzes the development status of the tourism industry in the new era.Then draw a conclusion of the futures-type informational characteristics of tourism products and the cooperative competition mode of tourism market.By analyzing the feasibility of cross-border integration of “Tourism+IP”,the integrated marketing communication theory is presented as a tourism marketing framework.The fourth part combines theory with practice.Taking Changbai Mountain's own tonality as the base point.Extracting the four characteristics of "primitive&mystery","healthy&quality","optimistic&tenacious","precipitation&imagination" in the cultural connotation of Changbai Mountain.Then through the IP positioning theory,it is systematically presented as the five major IPs of "ice and snow","health vacation","outdoor sports","art and cultural creation" and "red tourism" in line with Changbai Mountain's positioning and audience needs.According to the theory of integrated marketing communication,combine the data analysis of the transmission effectiveness of Changbai Mountain,formulate the propagation matrix scheme.At last,it is hoped that by drawing on the integrated marketing communication case of the Los Angeles Tourism Bureau,the tourism communication efficiency of Changbai Mountain will be improved,and finally the panoramic system optimization of communication will be realized. |
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