融媒体背景下南京研学旅游营销推广路径建构

The construction of Nanjing research tourism marketing promotion path under the background of media convergence

当今科技的快速发展推动了传播渠道的多元化,每种传播渠道都各有优势及侧重,各有不同的市场受众客群,由此南京研学旅游营销推广路径的构建绝不是新兴媒体粗暴地取代传统媒体,更不是新兴媒体与传统媒体的简单叠加,而是多种媒介相互交融、相互协调的立体化营销传播生态体系。论文阐述了新时代背景下媒体融合营销推广的必要性,分析其对南京研学旅游品牌传播范式的影响,探索融媒体背景下南京研学旅游营销推广的有效途径,为研学旅游的健康发展提供一定借鉴。

Nowadays,the rapid development of the modern science and technology promotes the diversification of communication channels.Each communication channel has its own advantages and focusing on different market customers.Therefore,the construction of Nanjing research tourism marketing promotion path is not a crude replacement of traditional media by new media,nor a simple superposition of new media and traditional media,it is a stereoscopic marketing communication ecosystem with various media blend and coordinate with each other.This paper expounds the necessity of marketing promotion with media integration under the background of the new era,analyzes its influence on the communication paradigm of Nanjing research tourism brand and explores the effective ways of Nanjing research tourism marketing promotion under the background of media convergence,so as to provide certain reference for the healthy development of research tourism.