Research On The Brand Image Promotion Strategy Of The Ancient City Cultural Tourism Of W Company Under The Background Of Financial Media

In recent years,the per capita income of urban residents in China has been increasing with the booming economic development,and the people are more and more pursuing high quality quality of life.In the field of spiritual civilization construction,they are more and more yearning for high quality life.Tourism has become the main way to solve the problems in this field.Handan city is rich in mineral resources also has profound cultural tourism resources,although over the years,the steel industry and coal enterprise is the first leading industry of Handan city,but as the industrial upgrading and supply reform drive,Handan urgent need for economic transformation,this is also a microcosm of the national economic development model.Based on the Internet era and in the context of media convergence,new media has more and more influence on the marketing and publicity effect of tourism brands.The publicity of urban tourism has more convenient and diverse ways to promote,and the publicity of urban tourism image will be gradually transferred from traditional media to new media publicity.How to achieve more efficient marketing through the new ways and ways of integrating media,so as to help the vigorous development of the ancient city tourism,will be a key topic.From the basic situation of W company,with the purpose of improving the competitiveness of the ancient city tourism brand image as the research purpose,through the review of relevant literature,field investigation,questionnaire survey and other methods,analyzes the current situation of W company in the ancient city cultural tourism brand building,and the existing problems.Secondly,the relevant theory of brand building and PEST analysis are used to analyze and summarize the macro and micro environmental influencing factors faced by W Company in the development process of tourism industry,and draw on the successful experience.Again,through the analysis of the questionnaire found that the company in the ancient city of tourism brand problems,embodied in the project development is not deep,brand positioning is not clear,the use of media does not reach the designated position and after chapter W tourism enterprises to establish clear product positioning,improve the brand design dimension,improve the product promotion,enhance the product and service effect and a series of means to the ancient city of tourism products to build.Finally,the service plan of W company,the image of ancient city cultural tourism attraction is given from three aspects of policy,enterprise and technology.The analysis of this article clarifies the enterprise status and building strategy of the ancient city cultural tourism,puts forward operational plans for the enterprises,and will also develop ideas for the construction of other enterprises,which is contribute to the construction of the ancient city cultural leisure tourism and the revival of the ancient cultural tourism scenic spot.