The Integrated Marketing Communication Planning Case Of Yaowangshan Scenic Spot In Shaanxi Province

With the further development of China's economy,the development of various industries has begun to take on new forms.As for tourism,the main body of consumption has changed from the minority market to the mass market,and has the largest domestic tourism consumption market in the world.In terms of consumption form and consumption demand,tourists have begun to enter the era of independent and self-service travel and continue to rely on the guiding role of the mobile Internet.In the main body of the market,the mode of operation of tourism will change from a single tour:ism enterprise to an increasing one.Diversified cross-industry business entities;in terms of tourism development model,the global tourism development model is attracting more and more attention.Based on this development situation,Yaowangshan scenic spot in Shaanxi Province,a major tourist province,has new possibilities.As a scenic spot of a prefecture-level city,Yaowangshan scenic spot has been unpopular in tourism construction and dissemination in the past,lacking the consciousness and action plan of overall brand construction,lacking the core idea of scenic spot development,brand builders lacking professional literacy and other issues.From the perspective of integrated marketing communication put forward by Schultz,combined with the specific situation of tourism in Tongchuan area,this paper puts forward a plan of integrated marketing communication suitable for Yaowangshan scenic spot.This paper analyses the development status of tourism industry at the macro level,health culture development at the meso level and tourism competition in Shaanxi Province,and the brand construction of Yao Wang Shan at the micro level,thus forming the brand image positioning of "health culture tourism,happy hour".Yaowangshan Scenic Spot should focus on tourists in Shaanxi Province,vigorously develop the health care industry of traditional Chinese medicine with the cultural resources of traditional Chinese medicine,strive to build the brand of"Yao Wang's Health Culture",constantly dig in depth the connotation of the scenic area,develop a variety of tourism cultural routes,and cultivate and extend the tourism industry chain.At the same time,following the development trend of the Internet at the communication level,the construction includes the idea and implementation path of advertising,public relations and the construction of new communication channels.