Research On New Media Marketing Strategy Of Shantou ZL Travel Agency Based On 4R Marketing Theory

Nowadays,the tourism industry is in a period of rapid development.Tourism companies are widely using new media marketing to compete for a wider source of tourists and segment a larger market "cake".However,in the face of the ever-changing development of new media and a market environment where the individual needs of tourists are diversified,it is difficult for tourism companies to carry out new media marketing to achieve drainage and value realization.Under the impact of the new epidemic,the tourism industry has entered a difficult period.Many tourism companies are struggling and facing challenges in survival.How to use new media marketing strategies scientifically and rationally,play the role of new media marketing,solve the surplus of tourism products,product homogeneity competition,and improve the ability of travel agencies to maintain existing customers,attract new customers,and create new transactions have become an urgent matter.Shantou ZL Travel Agency is an old brand developed in Shantou over the past 70 years.It has gone from a planned economy to reform and opening to the reform of state-owned enterprises.It has also declined step by step from its peak development more than ten years ago.As a pioneer in the reform of local tourism companies,companies started online marketing as early as the millennium.However,due to lack of experience in new media marketing,online operations have gone through many detours,and their own new media platforms have developed slowly and cannot play their expected role.In the context of the epidemic,the operating dilemma of Shantou ZL Travel Agency has made the leadership hope to seek new changes in new media marketing,so that the company can survive and rejuvenate in the fiercely competitive market.As a representative of a traditional tourism company,this research takes new media marketing as a case study,and carries out research on new media marketing strategies from the perspective of4 R marketing theory,which has important practical effects and reference significance.This research takes the new media marketing strategy of Shantou ZL Travel Agency as the proposition,based on the external environment of Shantou tourism marketing where the enterprise is located,and combines 4R marketing theory to study the new media marketing communication mode of travel agency from a new perspective.Based on the review of existing literature,questionnaire surveys,field interview and observation,this study carry out investigations and studies on the impact and role of new media platforms on the marketing activities of Shantou ZL travel agency.As a result,the existing new media marketing issues of the Shantou ZL Travel Agency are discussed as follows:(1)Insufficient contact with new media users,(2)Insufficient response to changes in the new media market,(3)Interaction with new media marketing relationships is not timely,(4)New media marketing returns are not satisfactory and other issues.Finally,according to the data of the analysis and research,the new media marketing improvement suggestions of Shantou ZL Travel Agency were provided based on the 4R theory from the perspective of relevance,reaction,relationship,and return.This study also provides research ideas and references for other travel agencies in the same industry to improve the marketing effects of new media and promote the development of enterprises under the background of the epidemic.