Research on IP Operation Logic and Transmission Path of Ice and Snow Sports Tourism——Take the"Erbin"Phenomenon
In the Internet era,the IP operation of ice and snow sports tourism has an important driving force for the cultural market-ing and communication of destinations.By combing through the highly concerned key event"Erbin",the capital of ice and snow cul-ture,and using methods such as literature and field investigation,the research uses Internet thinking to analyze and explore the IP operation logic and transmission path of ice and snow sports tourism on the basis of integrated marketing communication theory.First of all,observing and sorting out the operation characteristics of Harbin ice and snow sports tourism,such as the uniqueness of regional tourism,the IP of tourism products,the warmth of tourism services,and the transformation of Internet thinking.Secondly,on the basis of explaining the relationship between IP and integrated marketing communication theory,the relationship between ice and snow sports tourism and Internet thinking,and the relationship between ice and snow sports tourism and IP operation,the inter-nal logic of IP operation of ice and snow sports tourism is explored:IP cultural communication is the historical evolution logic of ice and snow sports tourism IP operation,that is,the direction of cultural communication of"cultural memory-cultural innovation-community identification";IP value extension is the commercial underlying logic of ice and snow sports tourism IP operation,that is,the IP value extension route of"cultural value-perceived value-commercial value";integrated marketing is the market operation logic of ice and snow sports tourism IP operation,that is,the integrated operation trend of"scene experience-cultural marketing-brand building";people-centered is the social discourse logic of ice and snow sports tourism IP operation,that is,the social discourse orientation of"for whom to say-what to say-how to say-how to do".Finally,on the basis of the combination of practice summa-ry and theoretical discussion,the paper puts forward the path of ice and snow sports tourism IP transmission from the perspective of Internet thinking:Creating symbols and constructing identities are the paths of cultural transmission;emotional resonance and value symbiosis are value propagation paths;integrated marketing and shared resources are marketing communication paths;opportunity marketing and the communication path of conforming to public opinion.
internet thinkingice and snow sports tourismIPcultural disseminationvalue extensionmarketing communication
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