Marketing Communication Plan For Xuxiake Cultural Tourism Town

Xu Xiake town is a small town with cultural and tourist characteristics with Xu Xiake culture and typical Jiangnan water landscape.This research design will take the integrated marketing theory as the support,uses the questionnaire survey method,the case analysis method,the depth interview method and so on,takes Xu Xiake small town as the research object.Based on the analysis of macro market environment,meso industry environment,micro tourism market and competitors,this paper combs the life experience of Xu Xiake,the cultural connotation and brand association of Xu Xiake town.This paper analyzes the local tourism resources of Xu Xiake town and the market it faces,carries on the target market orientation,and finally determines the brand image orientation and "starting from the heart" of "Xu Xiake town,the place where the dream began".The slogan of "meet the town of Xiake".Around the positioning of the brand image,the author,supported by the consumer purchase behavior model and the integrated marketing communication scheme,has formulated a communication scheme for the small town of Xu Xiake,which includes three stages:"generating interest-tourism experience-post-tour sharing".Through the release of online theme content,the creation of original Weibo accounts,the holding of characteristic cultural activities,the holding of the Xu Xiake International Tourism Festival,and the design of seasonal and thematic products,For Xu Xiake small town in the celebrity former residence cultural tourism market to enhance awareness,to create a unique brand image.In order to provide some ideas for other characteristic towns to break the homogenization deadlock and start popularity through brand planning.