The Integrated Marketing Communication Plan Of Hohhot Smart Tourism Platform

With the continuous development of Internet technology and information technology,the 5G network is gradually covering the globe.All-for-one tourism and smart tourism have become the main development direction of tourism destinations,and the emergence of smart tourism platform has become the carrier and tool for the development of all-for-one tourism with smart technologies,helping the development of tourism destinations with smart technologies.The Hohhot Smart Travel Service Platform is a global smart tourism project led by the government and cooperating in various industries.The platform is committed to providing "one-stop" comprehensive travel services and "interactive" in-depth travel experience for tourists visiting Hohhot To create a "people-oriented" temperature and humanized global smart tourism service platform for tourists.This article takes the platform as the main object of integrated marketing communication planning,analyzes the services provided by the platform for tourists before,during and after the tour,analyzes the objects served by the platform,and then the author conducted Detailed market research and analysis,user positioning and product positioning analysis.In the analysis of competing products,the author selected the most representative global smart travel platform "a mobile phone to travel to Yunnan" and launched the global smart travel platform "Tencent-Nanchuan Global Smart Travel 2.0" at the end of last year as Hohhot wisdom The competing products of the travel platform also analyzed a commercial smart service platform "Tencent Travel · Explore Trip Mini Program",and compared and analyzed their product positioning,core functions and deficiencies,so that they can The Hohhot Smart Tourism Platform is optimized and improved as a reference.After SWOT the Hohhot Smart Travel Service Platform,it also positioned and subdivided the target market.First of all,the target market is positioned as: tourists from Inner Mongolia,Beijing and Tianjin.The tourists are mainly grassland tourism,leisure vacation and cultural experience and they are about 18-60 years old.After the target market is determined,we position the product as a mobile phone to allow tourists traveling to Hohhot to experience "one-stop" and "all-round" travel services.The product Slogan is: your exclusive private guide on the way to Hohhot.Based on the analysis of the content and positioning of the platform and the target market,the author improves through the "CPCR" model under big data marketing,that is,Communication,Product,Customer Response and Attention Marketing.The platform's own content,planning related activities and products,through media marketing to expand the influence and increase visibility of the Hohhot Smart Travel Platform,thereby attracting more tourists to use the platform.Finally,according to the local tourism peak season in Hohhot,the author divided into three stages to formulate an integrated marketing plan for the Hohhot Smart Tourism Platform for the whole year of 2020,and customized online and offline activities at different stages to attract tourists.Improve platform usage.At the same time,the advertising budget and evaluation standards and methods were developed for the implementation plan.