Research On Marketing Strategy Of Nanjing Men Dong Historical And Cultural District Y

In recent years,the tourism industry has developed at a high speed.People have bid farewell to the era of blindness and obedience in the choice of tourism and leisure.They are more willing to start from experiential consumption,hoping to have rewards,knowledge,experience and sharing.Therefore,in the creation of historical and cultural blocks,not only must local cultural characteristics be formed,but the commercial structure should be continuously optimized to avoid homogenization competition.It is also necessary to be creative in the promotion: it is necessary to meet the project positioning,but also to achieve effective delivery,the effect of brand promotion.This paper combines the current situation of the operation of Mendong historical and cultural districts,and studies how to better realize the brand promotion of historical and cultural districts under the new situation,and spread the value of historical and cultural blocks.Under the influence of globalization and market economy,the development of historical blocks has increasingly emphasized that it can fully exert regional competitive advantages through proper planning of development conditions such as the value of unique resources.Under this trend,block marketing,as a means of operating the value of the block,has gradually become an effective way to deal with regional competition.At the same time,most of the preservation of historical blocks in China is based on the government-led “preservation control”.The rigid static preservation has brought burdens and restrictions to local development.Therefore,under the current historical district preservation system infrastructure,this study attempts to propose the application of block marketing concepts to resolve the contradiction between street preservation and block development.Discuss the application of neighborhood marketing in the revival of urban historical blocks from the aspects of street marketing concept,implementation subject and implementation operation.This paper uses interdisciplinary research,literature review,analogy analysis,field research,summary and other methods.Firstly,from the aspects of project transportation,resources,competition,operation management,etc.,analyze the current situation of street marketing promotion,compare domestic and foreign excellent cultural carriers,history Cultural districts,analyze the shortcomings in the marketing and promotion of the East.It proposes the concept of organic integration of the three pillars of the dialogueable building,the touchable culture and the traversable time,the existing advantages of the neighborhood and the future development characteristics.Marketing promotion takes activities or events as the main line to enhance the vitality of the neighborhood;Qinhuai history and culture as the soul to shape the atmosphere of the neighborhood;network marketing and smart tourism as the platform to enhance the interaction of the neighborhood;media promotion and node promotion as an opportunity to promote the district international Four guidelines for the development of brand activities,media promotion and development of strategic plans,regional culture analysis,smart platform to do more analysis,marketing strategy to develop the Mendong neighborhood membership system,through the "powder ",brand activities,online and offline conversion of traffic,member maintenance,online and offline integrated purchasing services and other marketing tools,targeting target groups,improve the door east passenger flow and effective consumer groups,and forecast and forecast the implementation effect.The main conclusion of this paper is that the marketing status of Mendong historical and cultural blocks has a certain representativeness in the industry.In order to further enhance the value of historical and cultural blocks,it is necessary to explore the characteristics of the project and create cultural brands.External interaction and promotion are needed to increase consumer stickiness.With the development of science and technology,it is in line with the development trend and has a better communication effect for the project.