Research On The Improvement Of New Media Marketing Strategy Of Daqing Oil Pavilion

In recent years,with the rapid development of Internet technology,the scale of Chinese netizens has been expanding,and the highly centralized utilization of industrial information has also been greatly affected by the tourism industry.With the "Internet and tourism" relying on information technology,new concepts such as smart tourism,tourism big data construction,and tourism cloud platform are emerging,new Media such as Weibo,Wechat,sho rt video,official website,search engine and travel professional APP have also emerged as the Times require and have a strong impact on the traditional travel marketing model.How to use new media to improve the marketing ability of tourist attractions has become an important subject for tourism enterprises.This paper takes Daqing Oil Pavilion as the research object,and discusses the existing new media marketing of the scenic spot by means of literature review,questionnaire survey,observation and other methods.First of all,on the basis of combing the related research and basic concepts at home and abroad,this paper analyzes the current marketing situation of new media platforms such as Wechat account,Weibo,official website,search engine and so on.Then,through questionnaire survey,combined with Network Integrated Marketing 4I principle,it summarizes the problems existing in the new media marketing of scenic spots,such as lack of interest,little benefit for users,weak interaction with users,le ss satisfaction of users' personalized needs and lagging integration of marketing.The paper also analyzes the causes of the problems and points out that backward business philosophy,lack of talents and their own funds shortage are the main factors that restrict the marketing of new media.Finally,in view of the existing problems and causes,it puts forward the improvement strategy based on "interesting,interests,interaction and individuality" and the promotion of marketing integration,and puts forward the guarantee mechanism from three aspects: organizational culture,human resources and financial support,to ensure the smooth implementation of the improvement strategy.The new media marketing improvement strategy proposed in this paper is helpful to en hance the marketing and promotion ability of Daqing Oil Pavilion,to provide reference for similar pavilion-type scenic spots,and take indoor exhibition areas as research objects and analyzing related issues in the theory of network integrated marketing,it not only expands the research perspective and research depth of new media marketing,but also enriches the results of the application of network integrated marketing theory in the field of new tourism media...