Research On New Media Integrated Marketing Strategy Based On Big Data Of C Company

According to data from the national tourism administration,In 2017,the domestic tourism market visitors has reached 5 billion.In 2016 national tourist trips up to 4.56 billion passengers,up 9.6% year on year,3.3 times per capita travel.Among them,the domestic tourist trips up to 4.44 billion,accounted for 97.4%,up 11% from a year earlier.Outbound tourist trips for only 122 million,up 4.3% from a year earlier.74.3% of the users preferred online travel web site as a scenic spot ticket booking platforms.Online travel sites are main channel of users for scenic spots information,social media is the main platform of users to share their travel experience.Thus it can be seen online travel industry has huge development prospects.As the rapid development of big data technology and new media,the influence on all walks of life is more and more widely,also the online travel industry will confront more challenges.Online travel companies including C company need a set of new media integrated marketing solutions to satisfy their own development.Combining with the existing research and innovation at home and abroad,and taking C company as an example,in view of its weaker problems in such aspects as public account interest,social platform interactive,audience's interests and personality of accurate positioning,systematically examine the four dimensions of the present problems of the C company network integrated marketing strategy based on the principles of integrated marketing 4I.On the basis of the analysis of the matter in detail,design targeted innovation path based on the four principles and put forward specific proposals to improve the efficiency of marketing communication on all kinds of new media platforms such as WeChat,Weibo and video website,micro video.Specifically,based on the review of the related theories in the second chapter,analyze the macro and micro environment of C company's new media marketing and summarize the four problems in the third chapter.In the fourth chapter,using the C company's existing data resources,design the corresponding innovation path for the four dimensional problem gradually.In the fifth chapter based on the four platforms of Weibo,WeChat,micro video and the video website,carry out the strategy implementation suggestions in four aspects and give corresponding optimization schemes.The conclusion of this paper can help to build the C company's new media integrated marketing system in big data era.The innovation lies in the principle of 4I,in four dimensional analysis to solve the problem,to help select different integrated marketing plan for marketing program focused on different targets,and improve the competitiveness of C company in the online travel industry.At the same time combining with a variety of new media channels and means,save marketing costs and use reasonable resources to achieve marketing objectives.As a leading enterprise in the online tourism industry,these improvements also improve C company's ability to integrate diversified channels and ways of new media.This paper is of reference value to companies in the same industry or other similar enterprises.