Eco-tourism Sharing Farm Integrated Marketing Communication Plan

With the continuous improvement of the living standards of people,the rural leisure tourism market is booming.Vigorously developing rural tourism can not only meet the growing tourism demand of people,but also promote the development of the tertiary industry in rural areas and help farmers to generate income.However,a large number of rural tourism projects in the western rural areas have not been integrated into resources to form scale operations,no innovative service formats,no brand awareness,and lack of brand building professionals.In the context of rapid market development,there are still a lot of bleak operations in urgent need of transformation for building corporate brands,and attractting tourists in order to increase corporate revenue.The planning case is based entirely on the actual situation of the Kenjia Agricultural Science and Technology Development Co.,Ltd.and the industrial planning,focus on brand marketing communication.The whole case through the market survey to understand the local rural tourism market,determine the target source group,analyze the advantages and disadvantages of the competitors Yunyou Mountain villa and Mowei Mountain Scenic Area,and refer to the experience of the successful case Wu Xiaoping.After proposing the basic direction of resource integration,the company began to develop a marketing communication plan.Under the situation of its almost blank brand construction,it will integrate enterprise resources,construct project positioning,and clarify the the tourism image of“Ecological Land,Melon and Fruit Fragrance;Miaojia Style,Sharing Farm".The tourism image of the farm is to develop a brand communication strategy,plan the media placement strategy,and design a specific communication marketing implementation plan.Through its integration of enterprise resources and corporate brand building,it strives to integrate marketing communication,enrich product forms,innovate service models,and enhance corporate brand awareness.