Research On New Media Marketing Of Taierzhuang Ancient City Tourism Management Company

With the rapid development of mobile Internet and the high popularity of mobile data terminals,new media platforms represented by Weibo,We Chat and Douyin have become the primary tool and main way for people to obtain information.The characteristics of information dissemination have also become a new type of marketing tool.Affected by the epidemic,the Internet celebrity traffic economy and the contactless "home" economy have become new economic growth points,and "new media" has gradually become the first choice for companies to carry out marketing.In the context of new media,how to use new media technology and new media resources to establish the brand image of the scenic spot,promote the scenic spot brand in a wider range and attract potential tourists more directly to become a domestic travel company to carry out new media tourism in terms of publicity and promotion Marketing theme.Not only can it have good economic and social benefits,it has changed the way of one-way information dissemination in the past,and its interactivity has a great effect on improving the image of tourist destinations.In the new tourism media marketing,it can promote tourism,attract tourists,information feedback,and so on.Firstly,this paper studies the background,significance and purpose of the research.Then,starting with the basic theories of new media,integrated marketing theory,4I principle,STP theory and 4Ps theory,the relevant concepts involved in this paper are systematically sorted out.Through the application of literature analysis,case analysis and comparative analysis,the current situation of new media marketing in the domestic tourism industry is analyzed.Combined with factor analysis,STP theory and SWOT analysis,the current situation of new media marketing in Taierzhuang Ancient City Tourism Management Company is analyzed and the SWOT promotion strategy is constructed.According to the analysis of the marketing strategy currently adopted by Taierzhuang Ancient City Tourism Management Company,it points out the shortcomings and causes of the problems,and puts forward the corresponding new media marketing promotion suggestions according to the SWOT promotion strategy;The paper puts forward that taierzhuang Ancient City Tourism Management Group should still adhere to the "4Ps" theory to carry out new media marketing,and improve the marketing quality by integrating scenic resources.Integrate the needs of tourists and launch personalized services;Integrate marketing strategy,carry out push and pull marketing;Create characteristic "Internet celebrity" products;Scientific management of scenic spot consumption price;Rational allocation of new media marketing channels;Enhance the cultural connotation,use "word of mouth" promotion,further improve the efficiency of new media marketing;Promote cross-border cooperation,deepen film and television IP cooperation,encourage customer creation marketing,extend the new media marketing communication line,in order to promote the better development of new media marketing of Taierzhuang Ancient City Tourism Management Group.