Research On New Media Marketing Of Hengdian World Studios

New media marketing is a new marketing method using network new media,which has been widely concerned by the tourism industry.At the same time,the research on it is also more specific in academic.This paper intends to take Hengdian World Studios as an example,which has a great influence in domestic film and television drama shooting.And this paper uses empirical research and scientific statistical methods to carefully analyze operation status and marketing benefits of Hengdian World Studios,to explore the best way for tourist attractions to use new media for marketing.First this paper mainly introduces the background,purpose and significance of the research,then the paper briefly summarizes the research status at home and abroad,and introduces the research methods and ideas.Next,this paper defines the concepts of new media,new media marketing and tourism new media marketing,pointing out that tourism new media marketing has advantages such as accurate and effective information dissemination,wide audience groups,deep emotional penetration,fast marketing methods,rapid information dissemination and relatively low cost.This paper discusses the development trend of the relationship between tourism and new media from two aspects: the increasingly close relationship between tourism and new media and the fact that tourism marketing of scenic spots must face up to new media.Then it demonstrates advantages of new media marketing and possibility of implying new media marketing in marketing tourism attractions and analyze the function of new media in marketing.This paper studies the new media marketing model of Hengdian World Studios,analyzes the current situation of Hengdian World Studios and the current situation of new media marketing,and summarizes several characteristics such as accurate function positioning of new media,active participation of staff in marketing,emphasis on the marketing power of tourists' new media,and viral marketing relying on stars.After data collection and analysis of questionnaire,this paper points out that new media marketing of the Hengdian studios exists problems,the new media marketing efficiency still needs improvement,new media is not scientific,the framework of the content of the new media marketing is not so fantastic,new media marketing lacks stickiness,and targeted puts forward ideas of three aspects,which includes improving the efficiency of the new media marketing,develop new media marketing connotation and optimize new media marketing.