Research On Social Media Marketing Strategy Of Shenyang DMK Scenic Spot

The gradual penetration of new media into people's life services is due to the continuous development of network technology and media technology,but also indicates the arrival of the new media era.Compared with traditional media,new media is a new media form that has developed from traditional media such as newspapers,magazines,radio and television.It uses digital technology,network technology and mobile technology,through the Internet,Wireless Communication Network,cable network and other channels,as well as computers,mobile phones,digital television sets and other terminals,to provide users with information and entertainment forms of communication and media.Unlike traditional media,social media uses Internet technology and tools to share information and discuss issues among people,and can effectively build consensus on a topic through constant interaction and refinement,and the speed,breadth and depth of its impact is unmatched by any other media,and almost no cost.Social Media Marketing has emerged as the Times require,bringing new vitality and vitality to corporate marketing.In this paper,the DMK scenic spot in Shenyang,established in 2012,will be colored drawing technology and rice planting,the initial tourism model is mainly sightseeing,mainly “Rice field painting”sightseeing.In recent years,scenic spots have gradually developed and built a comprehensive experience-based tourism model,developing multiple experience projects,which has relatively increased economic benefits,but the overall market competitiveness of scenic spots is still weak,the market popularity of scenic spots is low,and tourist satisfaction is not high is not high.Based on the theories of quasi-social interaction,Online word-of-mouth communication and tourist decision-making process theory,combined with the current situation of social media marketing in Shenyang DMK scenic spot,this paper adopts the methods of questionnaire survey and in-depth interview,this paper probes into the social media marketing strategy of Shenyang DMK scenic spot.The research reveals that the main problems in the social media marketing strategy of Shenyang DMK scenic spot are: the website positioning is fuzzy,the design lacks humanization,the intensity of integrated marketing is not strong,the content marketing lacks creativity;The lack of diversity and extensiveness of marketing forms,the inaccuracy of the audience in online communities,and the causes of these problems are: the vague positioning of social media marketing,the uneven investment of resources in Social Media Marketing;Social Media Marketing content has no focus and new ideas;ignore the changes in the external environment without integration of resources;the suggestions are as follows:Insight into the portrait of tourists' deep needs and preferences;Determine the tourist demand-oriented scenic spot marketing concept;Construct scenic spot social media integrated marketing communication matrix;Implement the scenic spot social media content design innovation plan;Enrich the forms of social media marketing activities in scenic spots.