Research On New Media Marketing Strategy Of Piyan Mountain Scenic Area In Longjing City

With the popularization and development of new media,huge traffic flows into new media platforms.Compared with traditional media,new media has broken the boundaries of space,and has become more and more widely used in tourism marketing by taking advantage of its rapid communication capabilities and huge audience.Traditional media is lagging behind,and more traffic is difficult to obtain,the publicity effect and efficiency are far less than new media platforms.In the new media environment,tourism enterprises need to find integrated marketing approaches that conforms to the tourism rules of scenic spots according to the needs of tourists.This is of great significance for the scenic spot to become a destination for more tourists and to stand out among many tourist destinations.This paper takes the representative tourism scenic area in Yanbian — Longjing Piyan Mountain Scenic Area as a case,takes the new media marketing status of Longjing Paiyan Mountain Scenic Area as the research object,and makes a preliminary analysis and discussion on the marketing strategy of tourism enterprises in the new media era.Through the field investigation of Biyan Mountain Scenic Area,on the basis of understanding the general situation of the scenic area,based on 4 I marketing theory,this paper conducts a questionnaire survey on the ’ interest,interest,interaction and personalization ’ of tourists,so as to analyze the effect of new media marketing in Longjing Biyan Mountain Scenic Area.Through in-depth analysis of the questionnaire data,it is found that the new media marketing of Biyan Mountain scenic spot in Longjing City has the following problems : lack of professional new media operation team;marketing content lacks attraction to tourists;lack of interaction with tourists;lack of integration of various media platform resources;tourist population aging around scenic area;some tourists have Chinese communication barriers.In view of the above problems,this paper puts forward the following Suggestions :hire professional new media operation team;focus on tourist interest points,rich marketing content;enhancing the interaction rate with tourists and improving tourist stickiness;integration of existing resources,expand marketing effectiveness;market segmentation,precision marketing;combined with regional characteristics and create characteristic scenic spots.