东北三省冰雪旅游整合营销研究——以吉林市为例

On Integrated Marketing of Ice-snow Tourism in Three Provinces of Northeast China——Taking Jilin City as the Example

习近平的“两山”理论为吉林市冰雪产业发展提供了理论支撑,新媒体和智能通讯设备的普及为冰雪旅游整合营销带来了机遇。开展冰雪旅游整合营销要认清自身的有利和不利因素。各相关主体要充分发挥自身的作用,积极创新和打造当地特色的冰雪旅游服务项目,并做好规划和监管。研发和创新特色冰雪旅游纪念品为游客二次营销提供内容保证。整合网络新媒体及传统媒体,通过事件开展冰雪旅游整合营销。通过特色冰雪旅游服务项目为游客提供良好的冰雪旅游体验,充分利用游客和公众的社会关系网络实现口碑营销,促进当地冰雪旅游业发展,做大做强冰雪产业。

The“Two Mountains”theory(Lucid waters and lush mountains are invaluable assets)proposed by Xi Jinping provides theoretical support for the development of ice-snow tourism industry in Jilin City,and the popularization of new media and intelligent communication equipment has brought opportunities for integrated marketing of ice-snow tourism.To carry out integrated marketing of ice and snow tourism,we must recognize our own advantages and disadvantages.All relevant subjects should give full play to their own roles,actively innovate and create ice-snow tourism service projects with local characteri-stics,and make efforts on planning and supervision.The research,development and innovation of characteristic ice and snow tourism souvenirs provide guarantee for the secondary marketing of tourists in order to integrate new online media and traditional media and to carry out integrated marketing of ice and snow tourism through events.In addition,Jilin city will provide good ice-snow tourism experience for tourists through the characteristic ice-snow tourism service,making full use of the social network between tourists and the public to realize word-of-mouth marketing,so as to promote the development of local ice-snow tourism,and expand and strengthen the ice and snow industry.