A Study On New Media Marketing Strategy Of Qiuqiao Acrobatics In Huai’an City

As an important central city in the northern part of the Yangtze River Delta,Huai’an is an important region carrying the inheritance and regional root of the traditional rural culture.Qiuqiao town,Huai’an District,Huai’an Province is a town of acrobatic performers.In 1997,Qiuqiao Town,Huai’an District,Huai’an province was named“The hometown of acrobatics”by Jiangsu province,in 2008,Qiuqiao was named “ Home of Chinese folk culture and art(acrobatics)” by the Ministry of Culture,and in 2011,Huai’an District was named “Home of Chinese folk culture and art” by the ministry.Qiuqiao acrobatics has a strong,typical rural traditional cultural characteristics,after more than 60 years of development,the formation of a certain feature and scale.In recent years,Huai’an has increased its investment in the cultural tourism industry.Qiqiao acrobatic troupe has been developing overseas for many years and intends to return to the mainland to seize the opportunities brought about by the high attention paid by their hometown to the cultural tourism industry and the development of the cultural tourism industry,look for opportunities to take root locally.However,due to years of development in the field,Qiuqiao acrobatic team attached to real estate developers,popular tourist attractions and other invited performances,lack of independent marketing opportunities,less independent operation experience.Returning to the local development needs the team to have a more independent marketing method,more effective marketing strategy,so combined with the new media era of new ways,new platform,looking for Qiuqiao acrobatic marketing new strategy,the promotion Qiuqiao acrobatics marketing actual effect,has the very important significance and the reality urgency.As a rural traditional cultural project,Qiuqiao acrobatics and new media are deeply integrated,so that it can connect with modern consumption demand more effectively,and thus improve the level of regional cultural tourism integration,promote the prosperity and development of rural traditional culture.This article is divided into seven parts,the first chapter introduction.The research background,research purpose and significance,research summary at home and abroad,research content and method,technology route,possible innovation and deficiency are described The second chapter defines the concept and related theoretical basis.Defines the concept of acrobatics and new media marketing concepts,combing the study of the relevant theories.The third chapter analyzes the new media marketing environment of Qiuqiao acrobatics.This paper analyzes the advantages,opportunities,disadvantages and challenges of Qiuqiao acrobatic new media marketing from four aspects: policy,law,economy,social culture and technology.The fourth chapter is the investigation and analysis of the effect of Qiuqiao acrobatic new media.Through designing,sending and sorting out the questionnaire,this paper analyzes the four dimensions of qiuqiao acrobatic new media marketing: arrival rate,memory rate,satisfaction rate and identification rate.The fifth chapter analyzes the current situation of Qiuqiao acrobatics and the existing problems of new media marketing.To analyze the scale and mode of operation of Qiuqiao acrobatic team,11 groups with high activity were selected,and the actual case of Huai’an Grand Theatre was taken as an example,at present,there are many problems in new media marketing,such as the low quality of new media marketing products,the lack of new media talents,the lack of new media platform,the lack of new media interactive experience,etc.Chapter SIX,based on AISAS model,puts forward the new media marketing strategy of Qiuqiao acrobatics.Based on the current development of Qiqiao acrobatics and its regional background,from the five aspects of attracting users’ attention,arousing users’ interest,increasing users’ search,promoting purchasing behavior and realizing more sharing,this paper constructs the specific tactics of new media marketing of Qiuqiao acrobatics.Chapter seven is the conclusion and prospect.As an excellent traditional culture,Qiuqiao acrobatics should match the local government’s planning and development conception as soon as possible,and realize the renewal and optimization of team marketing by using the marketing strategy based on new media,thus,it can provide reference ideas for the industrialization development of excellent traditional culture and the development of performing arts industry,promote the integration and development of literature and tourism industry,and promote the construction of the whole tourism demonstration zone,enrich People’s cultural life and promote local economic development.