Research On New Media Marketing Strategy Of Zhengzhou Yellow River Scenic Spot Based On 4R Theory

Due to the increasingly fierce competition in the market of tourist attractions,traditional marketing has not been able to adapt to the existing market competition in the tourist attractions.With the increasing popularity of new media and the increasing use of new media tools,new media marketing has been used in the marketing of tourist attractions.The increasingly important role has brought new marketing opportunities to tourist attractions.However,for most of the traditional scenic spots,new media marketing start late and obviously lag behind other early tourist attractions.Under the above background,this article takes the 4R theory in marketing theory as the foundation,and takes the Zhengzhou Yellow River Scenic Spot in the traditional scenic spot as the research object,and mainly carries out the following researches:Firstly,it briefly introduces the overview of the Zhengzhou Yellow River Scenic Spot,outlines the development history and introduces major scenic spots and analyzes the status quo of new media marketing including portal websites,online travel platforms,video websites,Sina Weibo,WeChat public account and news APP.Secondly,the new media currently marketing issues existing in the Zhengzhou Yellow River Scenic Spot are pointed out from the four aspects: insufficient contact with new media users,insufficient response to changes in the new media market,insufficient timely interaction of new media marketing relationships,unsatisfactory retribution for new media marketing.Once more,it explains the necessity of using 4R theory to guide the new media marketing of the Zhengzhou Yellow River Scenic Spot,proposes the guiding ideology and goals of the new media marketing strategy based on 4R theory in the Zhengzhou Yellow River Scenic Spot,on the basis of clear guiding ideology and goals,the new media marketing strategy of the Zhengzhou Yellow River Scenic Spot is proposed from the four angles of relativity,reaction,relationship,retribution.Finally,this paper summarizes the research on new media marketing strategy of the Zhengzhou Yellow River Scenic Spot,which is based on 4R theory,and looks forward to the future research direction.