With the development of information technology and the advent of the all-media marketing era, the marketing methods of various scenic spots are becoming more and more diversified, the Summer Palace as a historic Royal Garden Museum, rich in tourism resources, full of services and facilities of the five A-level scenic spots, no exception to participate in it, and thus obtained many innovative results:

• VR is combined with the red exhibition

• Flash combined with red activity

• The interpretation of cultural connotations is combined with the interactive form of testing

• "I'm waiting for you at the Summer Palace" variety show is combined with vlog shooting techniques

• Traditional festivals, traditional elements and fashion shows, cultural events, exhibitions, souvenirs combined

• …

And because of the great strength and potential of the Summer Palace, I have many prospects for making fuller use of social media, becoming more life-like, younger, fun and "fashionable".

Present situation.-- The level of information technology development is high, and information is widely disseminated and widely disseminated

On January 25, 2019, during the 12th collective study of the Political Bureau of the CPC Central Committee, General Secretary Xi Jinping delivered an important speech on the era of the whole media and the integration of the media, clearly ingesting that "the whole media is constantly developing, the whole media, the holographic media, the full media, the full media, the full media, the full media, information is everywhere, no one is using it, leading to profound changes in the ecology of public opinion, the media landscape, the mode of communication", showing a vision of global thinking. As "a creative destructive force", new scientific and technological means are also reconstructing the expression of marketing, the choice and application of marketing media, marketing organization system and even marketing human resources system.

Difficulties and confusions - Products and strategies cannot be followed up, and social media and value cannot be maximized

• Marketing strategic planning at the national level is missing.

• There is a shortage of tourism products. The demand for customized tourism products in China is rising, changing the structure of tourism products and the demand for tourism services;

• Marketing accuracy is not enough. At present, China's national and provincial (district) and other tourism authorities to carry out overseas tourism marketing in the form of traditional ways - television, official website network publicity and other means, with a more serious "path dependence" characteristics. At present, the domestic mainstream authoritative media to adopt the all-media operating model, the internal can not be fully coordinated to form a complete integrated marketing system, the actual effect is not satisfactory. This eventually led to marketing costs "floating".

• Insufficient experience in marketing using international social media. China's national tourism authorities and some provinces and cities use social media to carry out marketing activities, mostly limited to Sina Weibo, Tencent WeChat, etc., to Chinese as the language of communication, but for foreign languages such as English, the impact of the source group is weak, the use of social media to establish a national image, marketing regional tourism image experience is insufficient.

Information travels throughout - visitors make full use of social media to collect and share information

Select before the destination is determined

1. Search for information about going out and playing

2. Narrow your destination selection

3. Confirm the destination selection

4. Find information about accommodation

Select after the destination is determined

1. Find information on short trips, other leisure activities

2. Find information about specific attractions and leisure activities

Share.

1. Visit social media pages that are not directly related to vacations

2. Keep in touch with your friends

3. Post live comments or comments on your travel experience

Prospect.

As a regular visitor to social media, document the inspiration for the trip for your next trip

In this process, the contradiction between information supply and demand in the era of all-media marketing lies in "Whether to make full use of social media", that is:

The supply sideInsufficient production and research and development capabilities can not provide high-quality, high value-added product carriers

Lack of awareness, strategy and experience, lack of understanding, attention and use of social media, and insufficient information supply

The popularity of information technologyDemand sideCreates a demand for large quantities of high-quality information

H1: The strength of the relationship with the platform has a positive and significant effect on the perception of information quality

H2: The quality of information has a positive and significant effect on cognitive image

H3: The quality of information has a positive and significant effect on emotional image

H4: Cognitive image has a positive and significant effect on emotional image

H5: Cognitive image has a positive and significant effect on moving image

H6: The emotional image has a positive and significant effect on the moving image

Among them, the relationship intensity with the platform has a significant impact on the quality of information, and the quality of information is positively related to different types of destination images.

To.Palace museum.In the creative level of marketing status quo, for example, the Forbidden City to make full use of Taobao, Weibo, WeChat media marketing, and according to the three platform-type social media in the use of scenes and content form of the larger differences, combined with their own characteristic culture, in different social media show different characteristics and focus.

Data comparison:

• The number of palace museum officials (920w plus) is about 30 times that of the Summer Palace Museum (32w plus).

• The average number of likes per microblog (1k-30k)is about a hundred times or even a thousand times that of the Summer Palace (0-30).

• The number of fans of the Palace Taobao (100w plus) is about 10 times that of the "Royal Palace Life Museum" (10w plus).

To sum up, the Summer Palace marketing has the following problems:

• Market demand is not properly grasped

• The image is not properly positioned

• The product is not expressive enough

• Marketing strategies have nowhere to go

Take the Summer Palace Creative Products as an example, according to the product price division:

• High-grade and ultra-high-grade creative products (more than 300 yuan) due to high cost input, the traditional elements and modern products cleverly combined, there is a high degree of exquisite.

• For the second tier and above (more than 100 yuan) products, the lack of joint clothing so that the Summer Palace Wenxuan lost into daily life and high-quality fashion circle layer of a large channel and show a large carrier of traditional elements.

• For low-cost, more abundant categories, and closer contact with the public in the first level (0-100 yuan) products, the combination of tradition and modernity is too rigid, if because of the cost can not control the ability to improve the degree of exquisite, it is recommended to the direction of creative development.

• Most of the creative products on the Summer Palace gardens, architecture and history and other characteristics of the display of insufficient strength.

The dissocation between Chinese elements and modern aesthetics is rigid and general.

At its root, the problem with Summer Palace marketing is:

• Young groups are rightProducts.The need lies in the "extreme" creativity or "extreme" exquisite;

• Right.Media platformThe need is to communicate, interact, share and be followed;

• Products.It still embodies the traditional orientation which is full of distance from modern life.

• Quality is limited, the garden, architecture, history, red and other characteristics of the embodiment of insufficient strength;

• Sales volume, attention, praise is limited.

By Geographic Region:

Domestic and foreign tourists (7%), domestic tourists can be further divided into Beijing tourists (30%) and Beijing and foreign tourists (63%). Shandong, Hebei and Henan provinces near Beijing are among the top tourists, while the composition of foreign tourists is mainly in Western Europe, North America and other developed countries.

By Tour:

On-site sightseeing tours and online ways, visitors visit the Summer Palace mainly for a short period of time sightseeing tours, and more from the Internet to obtain relevant information nearly half of the Internet to understand the various activities of the Summer Palace notice, in the message about the Summer Palace visitors most concerned about the information including attractions to introduce the tour route.

By demographic and socio-economic factors:

Visitors to the Summer Palace are mainly highly educated and high-income middle-aged and young people. The age distribution of tourists is mainly 18-45 years old, accounting for 82% of the total, the education level of tourists is mainly undergraduate/specialty education, accounting for 61% of the total, the occupation composition is dominated by students and enterprise staff, accounting for more than 15%, and the income of tourists is mainly high and middle income, income of more than 5000 accounted for 45% of the total.

• 7% of overseas markets- A small percentage, to be expanded through effective marketing.

  
  

• Beijing Market 30%Beijing locals should pay more attention to the summer palace and its garden features and cultural connotations, rather than just "citizen park" image positioning.

  
  

• 63% of the beijing-foreign marketThe dominant position should be based on the image positioning of the Summer Palace, innovative marketing methods and content, aimed at making more visitors from outside Beijing not because of the "name" of the Summer Palace, but because of the "characteristics" and "intensions" of the summer palace.

Based on the current marketing situation of the Summer Palace and the way to improve next, make the following five suggestions for its market positioning:

In this should learn from the Palace Media Marketing era excellent marketing programs, such as:Creative world big man 'contrast Meng', 'net red' card holy place, "the Forbidden City of the big year" and so on, breaking the old, official boring traditional marketing program, the transformation of more young and novel, life, fun, for this purpose to bring new vitality to the Summer Palace.

China's creation is at a stage of plagiarism and questioning, and the fundamental reason is that too many people have made themselves a standard, so:

• Break down the inherent thinking- Moral perfection, perfect appearance, rules first→Stop innovation。

• Change is the eternal themeSee and take advantage of the vivid and colorful side of human nature or things →Make every possibility。

Owned by the Summer PalaceResource characteristics and advantagesIs:

• Garden style combines the rustic nature of life, close to nature and the royal style, authority;

• it combines the architectural essence of the north and the south;

• It is a condensed modern history of the Chinese nation.

And the Summer Palace to Beijing, high income, high education for young and middle-aged people,So establish an emotional connection with visitors (positive and "negative" emotions) to create a novel, youthful market positioning, that is, a vivid and colorful image of the Summer Palace - bright or sloppy, serious or people-like, insightful or traditional old-fashioned. . . . to let the public remember still fresh at the same time to stimulate the national conditions of the family, remember, reflect on history, warning the future.

Cause (1): Restore history

The Summer Palace has produced and changed in history, and only restoration can be better understood. Modern means are out of place, and tourists can't accurately perceive cultural connotations.

Reason (2): Co-emotional

Historical figures make visitors have emotional memory points, and some and only people's thoughts and emotions, behavior can drive people's emotions.

Reason (3): The nature of the garden

The Summer Palace is built for recreational use, which is actually more suitable for life than the Forbidden City, combined with the characters themselves.

The Summer Palace can draw on the anger, irony, absurdity of historical events... To the history of irony, causing the emotional resonance of tourists, to "Youth has you 2" as an example, in which the quadruplets "Ba ling" event for the program increased a lot of attention, expanded visibility.

(1) What effect do you want to achieve?

Under the premise of retaining and strengthening the orientation of the essential attributes of the Summer Palace, gradually integrate into the trend of the times. Stepping on the pain point of public demand, interest hot spot, to more bright or vivid interesting, life-like image to attract, so as to further promote its characteristics and cultural connotations.

(2) How high visibility?

The Summer Palace can stand out from the museum system with its unique attributes and competitive advantage, and compete with the Forbidden City.

(3) What kind of information is disseminated?

Information that highlights unique attributes and competitive advantages produces emotional resonance and memory points, that is, information that the public likes and hears, and that caters to market demand and trends.

• As the current line series of several well-known attractions, focus on scattered, it is recommended that each characteristic property set up a special line, focusing on the interpretation of the characteristics and connotation of this property.

• Integrate all kinds of characteristic attribute resources, increase the "architectural road", "garden road", "historical witness road" and so on.

• According to the theme of each attribute issued the corresponding brochure for the line and landscape, techniques, traditional culture, etc. for in-depth explanation.

• Brochures are printed in a Sino-British control form to take care of overseas visitors.

• Garden enthusiasts, academic researchers as the main market group.

• The line focuses on the four elements of the garden and its relationship, landscape- frame, barrier, suppression, borrowing scenery, scenery, leakage, sandwich scenery, add scenery detailed display, you can choose a scenic spot in each way and architecture, rock, plants and so on as a helping line description.

• Attractions selection, brochure description retrospective to the ideological level - garden construction, layout reflects the "although made by people, like heaven open" "master law nature", "the unity of heaven and man" and other emphasis on nature, culture and human harmony and unity of thought, which is also the "bottom color" of many Chinese gardens.

• For overseas tourists, the commentary system and brochure pay attention to explain the differences between Chinese and Western gardens, emphasizing that Oriental gardens are natural, higher than nature, emphasizing the characteristics of harmonious mood.

• Architecture enthusiasts, academic researchers as the main market group.

• The line focuses on the architecture of one of the four elements of the garden to do a separate integrated display, the distribution of the building, common forms, design style, containing traditional skills, culture and spiritual connotations.

• Attractions selection, brochure description traces back to the ideological level - "benevolent longevity" Renshou Temple, "six-in-one Peace" Leshou Hall, Confucian "hard-working culture", Taoists "to the quiet", the release of "the world of joy" and other ideas reflected in the architecture, reflected in the details. The expression of the spirit of architectural culture is the true heritage of architecture (because even in the same shape, the spiritual trust is not the same).

• For overseas tourists, the commentary system and brochures focus on explaining the differences between Chinese and Western classical architecture.

• History enthusiasts, academic researchers, party members groups as the main market groups.

• The route focuses on a centralized display of important historical events, which can be arranged in chronological order, providing visitors with a deeper understanding of the historical process.

• Attractions selection, brochure description traced back to the ideological level - in addition to "artificial beauty", "natural beauty", the Summer Palace focused on recording the Chinese nation's modern history of luxury, humiliation, rise up and other stages of the course, its own is to "remember history, strengthen my China, dream of China" interpretation, is the "social beauty" of the representative, is the trigger of the spirit of the country, the world's feelings of an important carrier.

Hold photography, music, costume design or pattern visual design competitions, exhibitions, catwalks and other activities to stimulate more publicity angles and potential:

• The landscape of the Summer Palace is distinctive and is expected to become a photo-punching shrine, and a photography exhibition with the theme of "Summer Palace Photography Exhibition" will be held.

• Rap and other forms of music combined text and music, become the current trend, bring their own "brainwashing" properties and publicity effects.

• Art and design competition can make scenic areas according to the aesthetic angle and height of professional designers, to obtain design inspiration and even high-quality ideas.

• It is suggested that the above contests should take the form of tourist voting to determine the number of places, in order to grasp the trend of market demand.

Have the venue, experience, can be for the scenic area itself publicity services

Garden property creation:

• Create small potted plants, etc

• Design and production of landscape commemorative coins printed with buildings, mountains and stone bodies

• Design representative buildings, plants as the main basis for the three-dimensional model

Red property creation:

• Design window flower paper-cut, retro enamel cups, pens and other small creations

• Design and make the founding party (the founding of the People's Republic of China) joint commemorative coin (modelled on the United States 25 cents commemorative coin 50 state quarters and America the Beautiful Quarters)

Red property creation - the founding of the Party (the founding of the People's Republic of China) joint commemorative coin:

Drawing on 50 State Quarters and America The Beautiful Quarters, both feature Washington-side avatars on the front. The former has a representative symbol of the states on the back, the latter has a national park landscape on the back; the former is issued in the order in which the states join the federal dates; the latter is issued in the order of dates for becoming national attractions; and the latter is issued five times a year.

Drawing on the above experience, we can make the corresponding creative products:

• One side of the pattern can be a famous historical figure head.

• The other side pattern can be the representative landscape of various red education bases in the country, corresponding to the occurrence of famous historical pieces and the occurrence time.

• It can be issued in chronological order of historical events.

Extreme "Creative Reference:

• The Forbidden City is the theme element of contrast

• The Forbidden City is Daguang Meng series Taihe Temple Ridge Beast Xiangrui blind box hand-made

• The Palace Stone Lion's money-grabbing piece

• Huaqing Palace Yang Guifei "to fat for beauty" theme elements

• Xinjiang Museum Gaochang Smart Refrigerator Sticker

• The British Museum's Egyptian Gods series of teacest mats

"Why can the Palace Museum's wen-creative products burst into flames?" The reason is that the designer found a curious appeal of the people of modern society to the sense of contrast. "

"History is so far away and irreversible that people can't really understand and know their character or life." The Palace Museum Taobao 'Public' gives historical figures-related events a favorite feature of modern people and makes historical figures "live" in another way. "

The theme element of the Summer Palace creation - examples of the Meng series:

• Empress.- Cartoon characters based on the satirical baijin "hand-in-hand ethnic group".

• Guangxu.- Cartoon characters based on satirical "Mama Bao".

• Li Lianying- Cartoon characters based on satirical workplace "dog legs".

You can also animalize the characters, Cixi - cat or fox, Guangxu - mouse, LiLianying - dog, plus emotions, so that it is alive. Will witness the invasion of China's history of Kirin, its image with knife marks as a design element, highlighting the spirit of never yield to show weakness. The famous landscapes such as copper cattle, copper dragons and copper phoenixes in front of Renshou Temple, and various emotions are "greening" ...

All of the above are creative pattern elements, but also need a variety of daily necessities, decorations as a carrier, can increase the form of emoticon bags. It is recommended that elemental innovation be carried out on the basis of maintaining the current product variety in order to reach a wider market group.

"Extreme" amazing reference:

• Summer Palace Cixi refrigerator paste

• The British Museum's creative costumes

• The British Museum's sand cup cushions

• Gucci Kyoto Garden theme high-order clothing

• VogueMe "Oriental Garden" theme magazine, garden element clothing

The Summer Palace's beautiful proposal:

• Clothing, apparel and other products mainly rely on exquisite, gorgeous shape to attract attention, so attached to its pattern elements are essential, even the achievement of high-quality foundation.

• "Hundred birds to phoenix" and other representative pattern elements can be used as clothing design or visual design contest theme, brainstorming, choose the most aesthetic value, characteristic connotation, the most suitable combination with modern products of creativity or works, followed by the development of the text.

• High-quality pattern elements can be applied to all levels of creative products, in the promotion of the underlying product exquisiteness at the same time, unified strengthening of this pattern on the image of the Summer Palace symbol and representative.

• It is suggested that the theme of the clothing design contest should be the new Chinese clothing style such as cheongsam.

• It is recommended to jointly choose the "Gaia Legend" brand, the Chinese wind is very much in line.

• Clothing can be classified production, part of the bulk sales for the main purpose of cheongsam, Han clothing skirts, etc. , part of the catwalk display for the purpose of dress, high-level.

• Both the winning entries and co-products are available for sale and display.

• It is recommended that the Summer Palace for fashion brands to provide catwalk venue conditions and experience to serve their own brand of clothing products.

Eat broadcast has developed into an independent economic form to listen to the museum, court snacks can rely on the net red "big stomach king" marketing.

It is recommended to eat net red:

• Big stomach king mini, fans over 10 million

• Piglets can eat, Beijing accent is strong, Beijing taste full

Suggested form:

Listen to the restaurant to the museum dining recording, snacks can be made into a "court snack" collection, Xu Fu ×The Summer Palace, Rice Xiang Village× the Forbidden City and other brands of court snacks comparison, analysis, integration recorded into a complete video.

Red tourism education activities

• Based on Yishoutang is the first memorial place after the Party Central Committee "went to Beijing to catch the exam" to Beeping.

• Based on 2021 is the 100th anniversary of the founding of the Party.

• Based on the close distance from Xiangshan Red Education Base, can be series red tourism routes, joint marketing.

• Based on the rich content of the red education activities, involving the shooting of red songs flash, scientific and technological means to see the red exhibition, the launch of the Party member's compulsory service month, etc., reflects the strength and experience of the scenic spot with the times.

Costumes to learn from -- children and young people playing in the Summer Palace in 1971

• An introduction to the basic information about Yishou Hall and its history, exhibition contents and methods.
  

• Singing activities of young and middle-aged Party members (because the nature of the live broadcast is interactive, so can be selected by netizens, singing prepared military songs, party songs and other red songs).

• Members of the Party members' compulsory service team dance in unsung and simple dances, highlighting the high-spirited and glorious feeling of service attitude.

• Organizers (managers), participants interview activities (can be asked by netizens).

• To blend in with the red historical atmosphere, performers' costumes accentuated nostalgia.

Working with stars, supermodels, fashion magazines to shoot fashion blockbusters will help promote offline photo exhibitions and photo contests, and increase popular participation with star effect.

Learn from the Forbidden City Taobao public number

Push the "immersive story" type of article, using the words or stories of historical figures as a means of expression.

Such as the "Forbidden City Taobao" push article "How to chat the sky to death", "The palace has a story, do you have wine" and so on, the Summer Palace WeChat tweets can be written in the form of mourners, slaves and other tone.

Push to "new title, network terms, historical knowledge, collection, landscape publicity, product recommendations" as the model of the article.

Such as "How big was the brain hole three hundred years ago?" The article is the introduction of the instrument-type cultural relics collected by the Forbidden City, and the article "Into the Real Xiang Scene of the Song Dynasty" is the introduction of incense bags, spices, incense ovens and the recommendation of related creative products (with purchase link). The Summer Palace can push the "Queen eat live", "Queen's favorite fashion single product evaluation" and other articles, the historical knowledge to the network language humorous way of expression at the same time, publicity, recommendation of relevant creative products.

• Music contest works by the network vote or independent selection of "brainwashing" function, publicity function of strong music clips.

• Work with well-known rappers and folk musicians to adapt, sing or original collaborations.

• Learn from the H5 video "See You Through the Forbidden City", rap and animation combined.

• To creative products - clothing, accessories, daily necessities and so on.

• Work with celebrities and fashion bloggers to organize out-of-the-box specials for wearing and sharing.

• Make full use of WeChat small programs to promote the characteristics of the Summer Palace attributes and cultural connotations.

• Customer service image can use three historical figures to highlight the characteristics and interests of the Summer Palace.

• WeChat Public Interactive Beta section conceptual text statement is slightly single, you can add attractions graphics for illustration.

• Weibo follow-up content, highlighting the advantages of the scenic area publicity function rather than notification function.

• Weibo follow-up interactive form, with fun and novel tone and fan interaction, increase the transfer, praise, sweepstakes application.

• Focus on combining different platform focus, official website: official image publicity; WeChat: graphic tweets and introductions Weibo: share and follow.

While taking full advantage of these three marketing capabilities, it can be gradually expanded to international social media for overseas visitors, such as Facebook, for official operations.

KOL marketing advice

Name.- Summer Palace

Sign.-- High aesthetic value, with characteristic connotations of the pattern elements and Cixi, Guangxu, Li Lianying three low-key characters

Propaganda-- "Travel with you in the painting", "Heaven and man in one, things I in one, and in one in one" and so on

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16. Net-a-Cross and KOL's choice https://mbd.baidu.com/.

17. Zhang Huan. WeChat Operations and Marketing Strategy ppt, 2020414.

18. The U.S. Mint https://www.usmint.gov/.

19. "The Forbidden City Taobao" WeChat public number.

20. The official WeChat public number of the Summer Palace.

Paper: Zi Zixuan

Design guide: Kanas' starry sky

Editing by Zhang Jiaxuan

Review: Kanas's Starry Sky