August 28-30，By Ministry of Culture and Tourism、Sponsored by Zhejiang Provincial People’s Government，Zhejiang Provincial Department of Culture and Tourism、Undertaken by Zhoushan Municipal People’s Government，Zhihui、The 2019 International Island Tourism Conference co-organized by Qutrip was held at the Zhoushan International Convention Center。188bet sports betting app download conference is titled "New Island、New scene、New Momentum” as the theme，Starting from the big cultural tourism pattern，From the perspective of the layout of the entire marine industry chain，The island tourism industry has been established around systematic analysis and integration，Looking ahead to future trends。Rao Xin, head of the market strategy department of Hunan Satellite TV, attended 188bet sports betting app download conference and delivered a keynote speech。

Rao Xin said，The importance of IP empowerment is based on IP with real mass communication influence，By cooperating with it，Then work together to create the uniqueness of an industry or category，188bet sports betting app download is a very effective way。She thinks，The future marketing picture，Channels are no longer so important，But good content is very important，Only 188bet sports betting app download one medium。In 188bet sports betting app download information explosion、An era of extremely diversified communication channels，The most difficult thing is how to spread the product advantages and maximum energy efficiency，188bet sports betting app download is the core purpose of content creation。

The following is the full text of Rao Xin’s speech:

(188bet sports betting app download article is compiled based on the speech transcript and slightly deleted)

188bet sports betting app download afternoon everyone!I am Rao Xin, the head of the market strategy department of Hunan Satellite TV.

The theme I want to share with you today is "Big IP Empowers Destination Industrial Upgrading"，I will explain the ideas and thinking paths of Hunan Satellite TV’s 20 years of 188bet sports betting app download output and value output based on user-based research。

Making products，Whether it is a night trip or economical，It’s still a tournament to do，They all have different approaches but the same purpose，All serve users，What we want to do is 188bet sports betting app download output and value output。

The 188bet sports betting app download of my speech is divided into three parts: the new generation of youth in island cultural tourism、How to think from 188bet sports betting app download creativity to marketing，And for island travel，What kind of new empowerment paths and new ways of playing do we have？

Let’s talk about the new generation of youth in island cultural tourism。2018 China Scenic Area Tourism Consumption Research Report shows，Our core cultural tourism group is people aged 25 to 34 years old。188bet sports betting app download report is the same as the users we studied，They are facing the problem of tourism，What changes have they made？How is it different from the tourism we talked about before？Including why it is called “Cultural Tourism” now？

The current core research is Generation Z，Refers to the core group of people born in 1995 to 2000，Young people represent the future trend，Also represents the ability of current behavior to break the circle，I believe everyone is familiar with the matter of circles，We found，What changes have they made in terms of culture and 188bet sports betting app download？What are the changes from previous tours？

Today’s children，And the current tourist crowd，Because of China’s economic development，Everyone’s savings have reached a certain stage，Everyone can travel at any time，So the high frequency of 188bet sports betting app download is very obvious，Moreover, consumption is mobile，More than 90% of young tourists purchase products through mobile phones。Then，There will be more and more personalized needs for customized travel。

The second is the quality of experience。What I just talked about is not just the good mountains here、Good water is enough，Everyone has seen too much，Wide knowledge，Going abroad，What is the different experience that can attract them？Products that can be shared with everyone，is the topic they are interested in。So，Youth circle and personalization are the changes in 188bet sports betting app download group of people that we need to pay attention to，Because children’s travel will affect their parents。I used to travel with my parents，Now parents are traveling with their children。

Hunan Satellite TV's "Longing for Life" and "Chinese Restaurant" and other programs have made great achievements in cultural tourism。We found a set of data，The impact of "Longing for Life 2" on Tonglu, Hangzhou，There is also Elephant Island in "Chinese Restaurant"，The current owner of the restaurant inherited it，Continue to run 188bet sports betting app download restaurant with 188bet sports betting app download IP，188bet sports betting app download is how Chinese tourists know 188bet sports betting app download Chinese restaurant in Sicily。

Including "Dear Inn" Lugu Lake，Not interested in traveling，But tourism has been achieved，Why？Based on 188bet sports betting app download you will find，188bet sports betting app download content is actually exploring everyone’s yearning for a better life，All content output，Really observed the emotion and value output that our users need at the moment。

So we say that the slow variety trilogy is not a travel program，But export life concepts，In today’s tense urban life，Everyone yearns to slow down and live life，Everyone is thinking，The ultimate goal is actually to live。So after you dig 188bet sports betting app download out，Using a reality show，But it has triggered everyone’s thinking and heated discussion in 188bet sports betting app download era，Why we did these shows for two years，The third year 188bet sports betting app download year，Continue and will continue it，Because once it comes out，can be listed on Weibo hot search list and hotly discussed topics，Each issue will trigger their new thinking about life。

Under 188bet sports betting app download program，Go somewhere，Not just a tourist destination，To become what your heart must yearn for、Punch in，It may even become a very important content for him to pass on values ​​to his children。

So，Creation and dissemination of content，188bet sports betting app download is something to think about when traveling on an island。

What I want to talk about next，Youth IP 188bet sports betting app download setting cultural tourism method，For example, "Longing for Life" is a farmhouse experience，"Dear Inn" is a check-in at the Star Inn，"Chinese Restaurant" is a taste of celebrity chef cuisine，There are many carriers where everyone can find the topics they want to care about。188bet sports betting app download creation is what we really need to focus on。

In 188bet sports betting app download current information explosion，Even in an era when communication channels are extremely diversified，Exposed to too many information channels。For us，What is the most difficult thing？How to spread the advantages of my products with maximum energy efficiency，What channels should we use to spread it to everyone？188bet sports betting app download is the core purpose of content creation。

Future Marketing Picture，Channels are no longer so important，But good content is very important，Only 188bet sports betting app download one medium。After the self-media came out，Whether it’s the Internet or TV，Still outdoors，Everyone is on the same starting line，We can all be media for each other。How to break through in the future territory？That’s the content，How to make good content？There are several core features:

The first is active choice，The user’s active choice is because you understand his habits，Communicate with him in his context、Communication，will actively choose to accept 188bet sports betting app download message。Still timely and memorable，In fact, it is creativity。There is another one called "Can Be Talked About"，It means whether you really pay attention to his inner needs。Good creative content is attractive。Hunan Satellite TV has been producing content for 22 years，Our core is the most dynamic，Follow the most energetic people，The content created is most acceptable to young people，It’s all based on the content to be done conforming to these three types，188bet sports betting app download is a conclusion based on a lot of research and thinking on youth culture among offline people。

Then，The communication strategy of a brand is how to choose a 188bet sports betting app download well，To create a 188bet sports betting app download。

Many friends will ask us，Including colleagues will say，Why have you been able to produce good 188bet sports betting app download for 22 years，Leading the hot style？What I want to say is，Hunan Satellite TV has been advancing and innovating itself，Including the research group, it is constantly iterating，Like "Happy Camp" for 22 years，Always studying the young people，There is a new R&D system in its own internal system，We have the largest innovative research department in the field of 188bet sports betting app download production in China，called Innovation R&D Center。

Under 188bet sports betting app download center，What will we have？The strongest intelligence network，The latest global programs，As long as it is broadcast，It will be on the director’s desk within 24 hours。Also has a good content creation team，Has 30 independent research and development teams in China。We always have fresh blood，Continuously push young people to the starting point of creativity，As long as you have creative ideas，Taili will provide him with the latest equipment and the latest system to support his creativity，To achieve。So 188bet sports betting app download is a core mechanism for us to create content。

From good content ideas to content marketing，We found 188bet sports betting app download pattern: people nowadays，In fact, when they receive the information，First of all, through your own willingness to accept good content，De-implantation，Then use the grass planting mode，Let everyone accept it，Arouse customer curiosity，Then let them experience it，After the experience，Spontaneously formed twice、Three or even multiple social transmissions，Then loop again。

188bet sports betting app download is a path to content marketing，Think carefully, everyone，How do all the popular items come out？On 188bet sports betting app download basis，We are thinking about island tourism，What kind of communication path should be used to promote good products、Exclusive good experience，Like when we cooperated with Chimelong，Through "Where Are We Going, Dad", Chimelong has established itself as the number one parent-child brand。

We think，Things you may want to consider when traveling to the island，How to find the right media based on your own characteristics。So under the current spread，We want to say，Really need to stand out among the dusty information，What is needed is a beam of light，The importance of IP empowerment is based on cooperation with IP that has real mass communication influence，Then let’s work together to create the uniqueness of an industry or category，I think 188bet sports betting app download is a very effective way。

Let’s 188bet sports betting app download “Seafood Sample” creation path.

For cultural symbols，How to break the homogeneity of "One Thousand Islands"，188bet sports betting app download is a very important topic。There will be several ways to create seafood samples，The core path is through the empowerment of big IP，Then put the traffic of the platform，Even the communication traffic of the network，The conversion is implemented until our real users come to the site to experience it。At the same time，We operate in 188bet sports betting app download category，is able to quickly in a short time，To build the IP of our island culture。

The core mode can use slow variety shows，Do a real experience、Immersive collaboration to complete。We also need to rely on IP’s ability to build public opinion，Cooperate with our quality and powerful IP。In addition，There is another one that is purely hard-core，Don’t talk about the so-called hard logic，But based on how to use hard advertising for high-frequency communication，How to create hard advertising KVC creatively？188bet sports betting app download can be based on the characteristics of the islands，You can also create an IP with Hunan Satellite TV，188bet sports betting app download field is not only related to tourism，Follow the car，Follow Skoda，With many other customers，Come to jointly create an IP platform with Hunan Satellite TV’s character and brand tone，Also very successful。

There is also a fresh mode，Including the implementation of some projects，Can land in scenic spots、Go to the park，Including garden development。Hunan Satellite TV IP development can be discussed，Including 188bet sports betting app download year's "Chinese Restaurant"，In the later stage of restaurant operation implementation，Hunan Satellite TV is working on content，Having very profound thoughts。And，We are better at outputting "facing the sea，The yearning for spring and blooming flowers，What I am better at is user psychological cultivation，Be more than just a destination，Let your island become the lifestyle you desire。