Research On The Brand Communication Strategy Optimization Of ''Beautiful Jiangxi Scenery" In Media Fusion Era

Since Jiangxi Province began to build "Beautiful Jiangxi Scenery" tourism brand in 2011,it's brand influence has expanded rapidly,and the tourism industry has developed rapidly.In recent years,the internet and new media have been widely popularized.With the advent of the era of media integration,the brand communication strategy of "Beautiful Jiangxi Scenery" appears obvious shortcomings,which can not keep pace with the times.Therefore,it is necessary to carry out integrated marketing as a whole,which has practical significance for the healthy development of Jiangxi tourism,and has certain reference significance for the brand construction and brand communication of Jiangxi tourism.Based on qualitative research,through literature research,case analysis,questionnaire survey and interviews,this paper explores the integrated marketing communication strategy of "Beautiful Jiangxi Scenery" tourism brand communication,and summarizes the shining points and shortcomings of its communication strategy under the social background of the popularization of the internet and new media.After studying the tourism brand of "Beautiful Jiangxi Scenery",we find that its brand is aimed at a wide range of audiences,and its brand connotation mainly includes: landscape,red,humanities and rural tourism.At present,"Beautiful Jiangxi Scenery" mainly carries out marketing and communication through traditional media,new media and offline.It attracts a large number of tourists from both inside and outside the province to visit Jiangxi,which greatly promotes the development of Jiangxi's tourism industry and enlarges the influence of Jiangxi's tourism.However,with the emergence and development of new technology and new media,the era of integrated media has come.The marketing communication strategy of "Beautiful Jiangxi Scenery" has exposed many problems.Its brand communication still stays on the shallow output of information,and its fragmented marketing communication strategy is no longer applicable.This paper argues that there are four main problems in the brand communication: unclear brand positioning,inadequate use of new media,inadequate communication interaction,and inadequate communication experience.The dissemination of "Beautiful Jiangxi Scenery" tourism brand should have the thinking mode of integrated marketing and seek a dissemination way that conforms to its own characteristics.In this regard,this paper argues that the brand needs:1.Integrate of brand core resources.Further clarify the brand positioning,highlight the Jiangxi characteristics in brand communication,and rebuild the operation team to realize the professional operation of the brand.2.Integrate marketing communication channels.The media channel should attach importance to new media channel and attract fans to gather;offline communication needs innovative ways,expanding interpersonal communication channels through social media sharing,and attaching importance to word-of-mouth effect.3.Integrate marketing communication means.In terms of marketing means,we should strengthen interactive marketing and promote experiential marketing.