Research On New Media Marketing Strategy Of Handan Oriental Legend

With the continuous saturation of the theme park market,the intensification of competition,and the breakthrough change of the communication media,new media marketing has gradually replaced traditional marketing,and has become an important way for theme parks to expand their influence,brand building and communication.Taking the new media marketing strategy of Oriental Legend as the main research objective,this paper summarizes the main problems and reasons of the current Oriental Legend through extensive research on the literature on theme parks and new media marketing at home and abroad,combined with in-depth interviews and research on the management team of Oriental Legend,and puts forward optimization suggestions based on local policies,personnel and team allocation,scientific and technological level and cultural traditions.This article is divided into five parts.Firstly,starting from the development process of theme parks,the current survival pressure and Oriental Legend,this paper elaborates the topic selection background and research significance of theme park new media marketing strategy research,and puts forward the research content and research methods through domestic and foreign literature review and summary.Secondly,using the relevant knowledge of theoretical research,the theme park,new media and new media marketing are introduced in detail,and the concept,classification and characteristics of theme park and new media marketing,as well as the characteristics of new media marketing and the difference between traditional marketing,are explained,and the framework of 4I theory is built.Thirdly,the marketing environment of Oriental Legend is analyzed,and the problems existing in the new media marketing strategy are explored through macro environment analysis,internal environment analysis,Porter’s five forces analysis and SWOT analysis.Subsequently,in view of the existing problems of the new media marketing strategy of Oriental Legend through interview investigation and case analysis,combined with the 4I theoretical framework and STP strategic analysis,the design of new media marketing strategy of Oriental Legend was proposed from four perspectives.Finally,in order to ensure that the design of new media marketing strategies can be implemented and play its role,this paper formulates corresponding safeguard measures from the aspects of policy support,human resources,marketing technology and cultural concepts.In order to provide certain reference significance for Handan City to introduce excellent cultural industry parks and invigorate theme parks with local characteristics that can drive regional economy.