“互联网+”背景下我国冰雪旅游城市形象塑造与深度传播

City Image Shaping and In-depth Communication of Ice and Snow Tourism in China under the Background of "Internet plus"

冰雪旅游是北方地区独有的特色旅游资源和形式,依托于“互联网+”的时代背景,如何有效利用冰雪资源和科技手段塑造城市形象并进行传播,是一个需要探讨的问题。基于城市形象的定位、设计与宣传目标,研究结合“互联网+”的应用特点,列举了哈尔滨冰雪大世界、阿尔山市冰雪旅游品牌、长春市冰雪旅游城市塑造的成功案例。相应提出拓展多元化传播渠道、积极开展搜索引擎营销传播、推进电商平台与数字营销传播进程等策略,以此实现我国冰雪旅游城市“互联网+”的深度传播。通过未来对“互联网+”的深入应用,以期为北方地区冰雪旅游的可持续发展和城市形象升级提供更加坚实的保障。

Ice and snow tourism is a unique characteristic tourism resources and form in the northern region.Relying on the background of the era of "Internet plus",how to effectively utilize the ice and snow resources and technological means to shape the city image and spread is a problem that needs to be explored.Based on the positioning,design and publicity objectives of the city image,this paper has combined the characteristics of the application of "Internet plus" and cited the successful cases of Harbin Ice and Snow Big World,Aershan Ice and Snow Tourism Brand,and Changchun Ice and Snow Tourism City.Accordingly,it proposes strategies such as expanding diversified communication channels,actively carrying out search engine marketing communication,and promoting e-commerce platform and digital marketing communication process,so as to realize the in-depth communication of "Internet plus" in China's ice and snow tourism cities.Through the in-depth application of "Internet plus" in the future,it is expected to provide a more solid guarantee for the sustainable development of ice and snow tourism and the upgrading of the city image in the northern regions.