Research On New-media Marketing Strategy Of MFW Tourism Network

At present,enterprises attach great importance to the development of marketing activities,coupled with the continuous development of modern science and technology,promoting the development of new media such as microblog,We Chat,etc.to become the most necessary media in the process of enterprise marketing and publicity.At the same time,with the maturity of Internet technology and the rapid development of China's tourism industry,online travel agencies or online tourism content sharing platforms have gradually become the way of information acquisition for people's travel.With the great change of information acquisition habits,a large number of online tourism companies are springing up.How to use new media platform such as micro-blog,We Chat and Tiktok to achieve brand marketing is an important problem that online travel enterprises easily overlook.Therefore,this study selects the MFW tourism network of online tourism companies as the research object of this paper.Based on the analysis of the reality and market effect of micro-blog,We Chat's friends circle and its voice accounts,this paper tries to understand the reality and problems of the new media marketing.Meanwhile,it explores the strategy of new media marketing in MFW's new media marketing environment,with a view to providing reference and guidance for the development of its new media marketing activities tiktok and other lines.New media marketing of tourism enterprises can be used for reference.The research is mainly carried out according to the following framework: first of all,combing the relevant literature of the current development of new media and tourism marketing at home and abroad,in order to lay the theoretical and practical foundation for exploring the new media marketing of MFW's Tiktok,micro-blog,official account and voice account for the new media marketing status quo,and find out the problems and causes.Through SWOT analysis to understand the new media marketing environment,and use STP theory for market positioning.Finally,based on 4Ps theory,the paper puts forward new media marketing improvement strategy.The research shows that there are many and imprecise accounts in the marketing process,lack of opinion leaders in microblog marketing,lack of new ideas in content and other prominent problems.Finally,the paper puts forward new media marketing improvement strategies from four aspects: product,price,channel and promotion.In terms of product strategy,for the tourism products suitable for new media marketing,the product is set up by price differentiation;for the tourism products not suitable for new media marketing,the basic mode of new media marketing is determined according to the nature of regional tourism resources.In terms of price strategy,negotiation pricing strategy can be adopted;and price strategy that can be understood by customers can also be adopted.In terms of channel strategy,implement Omni channel strategy to improve the quality of channel integration.In terms of promotion strategy,we should attach importance to the role of experiential promotion,give full play to the role of opinion leaders,and guide sales with feedback in combination with user feedback.