Research On New Media Marketing Strategy

With the increasing competition of the market,it is important to find effective marketing strategies for the current tourist attractions,which is related to the survival and development of tourist attractions.Based on shopping and tourism for the basic purpose of shopping tourism scenic spots,has become an important part of the tourism market.Shopping tourism scenic area shall be based on the thinking of innovation for product development and promotion,effective use of various marketing means,improve the brand awareness and impact the industry,consumer confidence,cultivating tourism by further broaden the product sales to achieve the goal of sustainable development.New media is one of a number of new technologies that have emerged and developed in the 21 st century.With the development and popularization of the Internet,the application of new media marketing means in many fields has brought great impact and challenge to traditional media.The emergence of new media has brought new ideas to marketing,and new media marketing has brought opportunities to tourist attractions and faced many challenges.New media marketing strategy problem shopping tourism scenic area,the author of this paper,application of descriptive research,questionnaire survey,statistical processing,mathematical model,and other research methods,Compared with traditional media and new media are analyzed present personalized prominent,audience selectivity increased and diverse forms,as well as in the spread between state,difference in the dominant status,audience status;Analyzed with interest principle,benefit principle,interaction principle,individuality principle of 4 I marketing theory is applied to the new media marketing,under the background of new media marketing environment and marketing demand change,and the widespread impact of these changes on marketing mix strategy;Study the basic strategy and expected effect of new media marketing in tourism enterprises from the aspects of product,price,channel and promotion;The IPA model is constructed,and an empirical analysis is made on the Changshu Garments Town,China.Through this research,in theory,it enriches the understanding of new media marketing and provides guidance for optimizing the new media marketing strategy of scenic spots.