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New media is a scientific and technological product under the background of the new era, and now new media technology has been widely used in all aspects of social development, and it has spawned the arrival of the new media era. In the new media environment, the survival and development environment faced by enterprises have undergone earth-shaking changes; if you still follow the traditional marketing methods, it will not only reduce the effectiveness of marketing but also because of the deviation from the development requirements of the times be eliminated, bringing threats to the survival and development of enterprises. The development of new media, represented by the Internet and mobile phones, has brought great changes to various industries in the world including tourism. The market size of the travel network is expanding, and online sales are soaring. At the same time, all kinds of tourism organizations often have blind optimism in the construction of tourism networks and lack of reasonable application means, so that tourism network marketing is far from exerting its potential in reality; on the one hand, it cannot provide transaction services that satisfy both supply and demand; on the other hand, it also affects the economic benefits of tourism organizations. Compared with the rapid development of the tourism media industry, the theoretical research related to the actual situation lags significantly. Although the number of related studies at home and abroad is increasing, most of them stay at the level of explanation and introduction, and the analysis of the tourism industry chain is not enough. The breadth and depth of the study are sorely lacking. The future letter needs to summarize the successes and failures of the development of the tourism media industry from a theoretical height and carry out theoretical improvement to guide practice, and it also needs to strengthen forward-looking research, summarize the laws and models, and put forward practical implementation plans to improve the overall development level of the tourism and media industry. Aiming at the problem of new media marketing strategy in shopping tourism scenic spots, this paper applies descriptive research, questionnaire survey, statistical processing, mathematical model, and other research methods to analyze the characteristics of new media such as prominence of personalization, increased audience selectivity, and diversified forms of expression presented by new media compared with traditional media, as well as the differences between the two in terms of communication status, dominant state, and audience state. 4I Marketing theory is applied to new media marketing, the changes in the marketing environment and marketing needs under the background of new media, and the extensive impact of these changes on the marketing mix strategy; the basic strategies and expected effects of new media marketing of tourism enterprises are studied from the aspects of product, price, channel, and promotion; the IPA model is constructed, and the empirical analysis of the shopping tourist attractions of Changshu Garment City in China is carried out. Through the research of this paper, in theory, the understanding of new media marketing is enriched, and in fact, it provides guidance for optimizing the new media marketing strategy of tourist attractions. |
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