Research on New Media Marketing Strategy of Quzhou Jianglang Mountain Scenic Spot Based on 4R Marketing Theory

Abstract

 With the increasing popularity of new media, new media marketing plays an increasingly important role in the marketing of tourism scenic spots, bringing a new marketing opportunity to tourism scenic spots. Based on the 4R theory in marketing theory, this paper takes Quzhou Jianglang Mountain as the research object and finds that the following problems exist in the new media marketing of Quzhou Jianglang Mountain: 1. The new media users are not closely enough connected; 2. the response to the new media market changes is not fast enough; 3. the new media marketing relationship interaction is not timely enough; and 4. the return of new media marketing is not ideal. The new media marketing strategy of Quzhou Jianglang Mountain Scenic Spot is proposed from four perspectives: association, reaction, relationship, and return. Finally, the research on the new media marketing strategy of Quzhou Jianglang Mountain Scenic Spot based on the 4R theory is summarized.