E3S Web Conf.
Volume 251, 20212021 International Conference on Tourism, Economy and Environmental Sustainability (TEES 2021)
|Number of page(s)||4|
|Section||Research on Earth Climate and Land and Ocean Resources|
|Published online||15 April 2021|
Research On The Marketing Innovation Of “Live + Short Video” In The Culture And Tourism Industry In We Media Era
Shandong Polytechnic College, Shandong, Jining, 272100
With the development of Internet technology and the popularity of 5G technology in mobile terminals, we media has entered the era of “short video + live broadcast” from the era of graphics and text on mobile terminals. The number of users of “live video + short video” app platform has reached 888 million, accounting for 94.5% of the total Internet users in China. In 2020, the sales revenue of all kinds of flat broadcast e-commerce will reach trillion, and cultural and tourism enterprises pay more and more attention to live broadcast We should pay dividends for the development of tourism enterprises, and carry out publicity and marketing of tourism routes and products. Tiktok and Kwai platform are taken as examples to analyze the problems the problems existing in the promotion of “live + short video” by cultural tourism enterprises. At the same time, it puts forward its own views on how to carry out the marketing innovation of “live + short video” in the cultural tourism industry of tourism cities.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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