A city in the west spent 2 million to hold a 188bet sports betting festival，Invite 50 media outlets across the country to report，30 of them are from Beijing、Shanghai、Central media and provincial media in first-tier cities such as Guangzhou。Transportation of these media participants、Accommodation、Inspection and collection、Travel and horse fees and other expenses totaled more than 600,000，Accounting for about 1/3 of the overall budget of this 188bet sports betting festival。The organizer’s intention is to use the 188bet sports betting festival activities，Let’s do a round of comprehensive media promotion，Increase the visibility of local 188bet sports betting。

But the person in charge of the Propaganda Department of the Municipal Party Committee complained to me,When they count the number of publications and evaluate the effectiveness of publicity after the 188bet sports betting festival，But found，Almost all media outlets only issued press releases，Really based on Caifeng、Observation、There are almost no in-depth reports on thinking。

More than 600,000 yuan，In exchange, the same press release is overwhelmingly outputting a single official rhetoric in the 188bet sports betting、Participating leaders、Quotes from leadership speeches，This information，Can’t enter the public eye at all——The macro narrative that you know by heart，What does it have to do with tourists？You are immersed in your own complacency，What does it have to do with the 188bet sports betting？

In the end,A wise decision made by a local leader，Careful planning by the creative team，Executive staff’s hard work organization、Reception，Consumption of huge activity funds, etc.，188bet sports betting this hard work，188bet sports betting lost to a crappy press release。

This is the current disadvantage of China’s 188bet sports betting marketing，And it is a common phenomenon。

The era of mass 188bet sports betting's publicPropagation

Travel is an extension of human life。Understood according to the theory of Marshall McLuhan's "Understanding 188bet sports betting-On the Extension of Man"，Travel is the medium，And it’s a cold medium，Requires deep human participation，This medium can maximize its communication function。

This is also a 188bet sports betting industry event、The reason for numerous meetings，All localities and departments、Various subdivisions of the industry，Every effort is made to organize 188bet sports betting festivals、Activities and Forums，Hope to mobilize the participation and attention of related groups，Realizing the brand image of tourist destinations、Strategic Planning、Product line、Special style and other purposes，In this process，Travel acts as a tipping point、Platform、Integrated media communication functions such as channels。

We are facing "two great eras": one is the era of mass 188bet sports betting，Personalization and diversified experience needs are characteristics of mass 188bet sports betting；One is the era of mass media，Internet，Especially the new mobile media based on the Internet，Make it possible for everyone to participate in communication，Difference and sharing are the characteristics of mass communication。

But，Many 188bet sports betting marketing communications，Neither can meet the diverse characteristics of mass 188bet sports betting，It is also not in line with the sharing spirit of mass communication——Single message，One-way propagation，Information asymmetry leading to 188bet sports betting communication，This makes the effect of 188bet sports betting communication unable to withstand evaluation。

The primary reason for this phenomenon，The 188bet sports betting environment has changed，The 188bet sports betting no longer produces depth、Original content is our responsibility，But under the pressure of business competition，Take business transformation based on platform advantages as our own responsibility。The so-called "journalistic ideal" under the pressure of performance appraisal，Reduced to a kind of luxurious poetry and distance。

Most journalists、Editors are all tasked with the goal of “commercial realization”，Traveling to various venues every day，Looking forward to talking to relevant leaders、An ulterior encounter with a business boss，Sell the 188bet sports betting advantages of your platform，Get an order。They simply don’t have the time or energy，Think more about and report on news events and the phenomenon itself，Publish press releases as soon as possible，Become their ticket to get closer to leaders and bosses to sell business。

What’s more，Driven by the media to save labor costs，The so-called "media representatives" invited by the organizers of 188bet sports betting activities，Maybe not a reporter at all、Edit，The media is specifically used to deal with interns who run meetings and business sales who are directly responsible for business realization，Don’t even expect them to write professionally、Depth、Interesting、Readable report。

They are not responsible for the 188bet sports betting’s journalistic mission of disseminating public values，They are only responsible for completing tasks and winning orders。They can only contact the backend editor to issue a press release。If you have typos and grammatical errors in your press release，They posted it without changing a word；Sometimes，They will publish it together with the reference materials in the appendix at the back of your press release and the relevant information of the publishing contact，Causing a lot of trouble to "Mr. XX" and "Ms. XX" who are responsible for contacting the 188bet sports betting and publishing reports。

In a communication environment where it is known that the 188bet sports betting will not write articles，Event organizers had to write the press release themselves。In fact，The press release is only the mainstream tone and the main content of the communication for the 188bet sports betting to refer to，is not the only content the organizer is looking forward to spreading，188bet sports betting need to refer to the press release，Reinterpret the news event itself、Re-improvement and further extension。

Also because I know that the 188bet sports betting will not write articles，Event organizers always handle the content of press releases very carefully，Especially in the press releases of relevant government-sponsored activities and press conferences，Often some "correct nonsense" that is universally applicable，The content is always centered around the relevant leaders and leadership speeches in attendance，Many of them are Mandarin routines，What is missing is innovative expression。Such stereotyped news，A brainless robot can write。

Even if there is a competent 188bet sports betting reporter who suddenly wants to make a few moves，As a result, there were expressions that were inappropriate or contrary to the official consciousness，Transportation, food, accommodation, food, drinks and entertainment all inclusive，Reporters who also take other people’s travel expenses will be in an extremely embarrassing situation。This is also a major factor that causes 188bet sports betting reporters not to write reports - they do not take responsibility for issuing press releases，Original manuscripts can easily lead to trouble，It’s better not to write，Everyone is happy。

Too heavy bureaucratic consciousness and context，More reflected in the official websites of various 188bet sports betting departments、WeChat、On Weibo and other platforms。When the Internet tears down the world’s walls，All 188bet sports betting management departments are aware of the importance of an official website for communication。But when they spend a lot of money to build a website，When we arrange full-time personnel to maintain the website，The release and replacement of information always revolve around leadership work and government propaganda，There is very little information that truly provides reference and guidance for tourists’ consumption，Of course，Don’t expect such a website to generate interactive communication effects and ideal traffic。

This is the current situation of mass communication in the era of mass 188bet sports betting that we face - communication subjects always place their hope on a crappy press release，Diffusion through organized media，Cover all audiences，It often costs a high price，Put in the heavy work，But it just spread a bunch of stiffness、Single，"Correct nonsense" that does not give readers any emotional associations or reference value，The same volume of publications is the only consolation for getting the job done，A kind of self-deception and self-paralysis wearing new clothes of big data。

Media mix communication strategy for 188bet sports betting marketing

"On which media platforms，Can see professional、In-depth and interesting travel information？”This is a question that many colleagues in the 188bet sports betting industry ask me。

so far，I really haven’t found any 188bet sports betting platform with such comprehensive functions (if you find it，Please tell me)。But WeChat Moments counts as one。188bet sports betting answer is based on my experience in obtaining information，In WeChat Moments，I can absorb a lot of valuable information every day。Same，This valuable information，Most are not from the 188bet sports betting，It is a forwarding and sharing from the travel industry colleagues in WeChat Moments。

This is a new era of communication that is worth celebrating，We should have an open spirit、When the 188bet sports betting with in-depth reporting sinks to the point of not writing articles，Those researchers in the industry who have the spirit of in-depth thinking and sharing，Always focus on a certain field，Writing constantly about hot spots、Interpretation of key events and topics，And realize value sharing through new 188bet sports betting platform。This greatly fills the gap in in-depth 188bet sports betting reports。

(What needs to be emphasized here is，I have high respect for those thinkers and writers who uphold the public values ​​of 188bet sports betting，And for those who are limited to themselves every day，Yelang is a "performance artist" who arrogantly promotes himself and sells his poor cases，Indicates disregard and contempt。Common sense tells us，Those who say good things about themselves 188bet sports betting day long，It’s often not that good。A customer’s word is worth a thousand words，Do your best，Leave it to others to tell，More dignity and sense of achievement than self-praising。）

Do a good job in 188bet sports betting communication，First of all, we must understand the comprehensive attributes of the 188bet sports betting industry，It is even more important to grasp the communication context in the new media era。Comprehensive 188bet sports betting、High relevance，It’s regional politics、Economy、Culture、Society、Comprehensive reflection of people’s livelihood, etc.，We must pay attention to political marketing，We must also pay attention to marketing。Political marketing and marketing have different audiences，Different strategies should be used for promotion。

1. The “political strategy” and “city strategy” attributes and characteristics of 188bet sports betting marketing

“Political Strategy"Industry attributes should be emphasized at the "level"，Renew strategy、New ideas、New idea、New mode、New business format、Realize “upward marketing” and “parallel marketing” in terms of new achievements and other aspects—both to higher-level government management departments、Marketing of party and government agencies at 188bet sports betting levels in the province，Form a consensus on development，Strive for policy and financial support；Marketing to the industry and 188bet sports betting provinces, autonomous regions and municipalities across the country，Produce industry demonstration effect，Establishing a leading position in innovative development model。

“City Strategy"At the level of attention, we must pay attention to market consumption attributes，New product、New line、New service、New experience、New consumption、Achieve “downward 188bet sports betting” in terms of new discoveries and other aspects-directly facing the market terminal，To attract tourists，Achieve market consumption transformation of brand effect。

2. The “industry” and “market” contextual characteristics of 188bet sports betting marketing

“188bet sports betting context”has official、Professional and 188bet sports betting characteristics，Pay more attention to development strategy、tactics、188bet sports betting、Theory、Mode、Research on business types and other aspects、Composition and summary，Professional, systematic and experience-based，Non-188bet sports betting people will not pay attention。

“Popular context”Topical、Entertainment、Fun、Freshness、Interactivity、Guidance、Practicality、Characteristics such as fragmentation，Popular，It is 188bet sports betting that the public consumer groups are concerned about。

In communication strategy and 188bet sports betting selection，“Political strategy” propaganda should use “industry context”，Choose professionalism、Industry、Party and government 188bet sports betting for dissemination；“City strategy” promotion should adopt “public context”，Choose mass 188bet sports betting、Online 188bet sports betting、Outdoor 188bet sports betting and new 188bet sports betting for communication。

Belong to "Political Strategy" and "City Strategy"、Confusion between “industry context” and “public context”，It is wrong to use one method of 188bet sports betting to reach all audiences。

3. 188bet sports betting marketing “internal” and “external” management systems

Brand marketing plays a "leading" and "leverage" role in 188bet sports betting management，The purpose is to build a sense of order in 188bet sports betting management work——There is a core grip internally and a cognitive focus externally.

In a market economy，All jobs are created for sales，All sales are the result of brand premium，Therefore，All work orientations in 188bet sports betting work must be aimed at ultimately affecting the formation of the brand。Marketing and Publicity、Marketing、Communication is inseparable，Market is marketing，Marketing is the market，Bring the market、Promotion、Management system mechanism for isolation of promotion and information centers，It is not conducive to the effective development of marketing work，Many times，These departments are doing overlapping and repetitive work，Blending with each other，Another constraint on each other。

The 188bet sports betting marketing department must establish an internal brand management system - with branding as the core guidance，Seeking innovation、Build a platform、Build mechanism、structure channel、Created incident、Do activities、Heavy carrier、Capture content，Let staff have clear starting points and directions；It is also necessary to establish an external brand system - positioning the image around the 188bet sports betting theme，Focus on promoting core tourist cities、Tourist Area、Tourist attractions、Travel products、Travel routes、Travel products、Travel and food, etc.，Let tourists have a comprehensive understanding of tourist destinations、Clear、Intuitive sense of cognition。

If the internal and external mechanisms and systems of brand management are not systematic，The final result of 188bet sports betting the work and investment is "chicken feathers in one place"，Instead of immediate results。

4. Guided by “content is king” and “precision 188bet sports betting”

Internet，Especially the spread and popularization of new 188bet sports betting on mobile terminals，Completely subverts the context of information dissemination，Immediacy、Popularity、Interactivity、Entertainment and practicality have become new needs for information dissemination，Personalization、Validate、Specialization、Mobility and three-dimensionality are new features of content dissemination。

Content is king in 188bet sports betting promotion and communication，Pay more attention to communication with tourists，Create brand experience，Nurture customer attention and loyalty；Focus more on content rather than traditional advertising formats，Exchange high-quality content for the vitality of spontaneous communication；We must pay more attention to hiring professional teams with creative and innovative majors、Quality content，Continue to promote brand communication。

The premise is，We must deeply explore 188bet sports betting resources and product advantages，With new products、New business format、New character、New deeds、New phenomenon as carrier，With interactive human emotions、Experiential travel guide、Innovative development models and other communication methods，Tell good travel stories，Spread the good voice of 188bet sports betting。

In the "two eras" of mass 188bet sports betting and mass communication，The generation of all information、Storage and Dissemination，They are all fragmented、Split，The spread of information is flooding，But the truly valuable information people obtain is limited。

As Marshall McLuhan said，For an audience truly hungry for valuable information，They need a "whole grasp、Empathy and Deep Awareness”，No matter how the 188bet sports betting environment changes，This is the eternal rule for obtaining useful information。

Precisely because this is an era of fragmented information，That’s why all communication needs to be reintegrated。Category-integrated media combination for precise communication，Is the innovative strategy for all current brand communication，What 188bet sports betting communication needs to learn and learn from is to take into account the politics in the 188bet sports betting communication process、Economy、Culture、Society、The market’s “five-in-one” comprehensive demands，Have awareness of mass communication，Carry out precision marketing。

In view of this，I think any 188bet sports betting marketing activities and events，There is no need to spend hundreds of thousands to bring dozens of media to the site to spread the news (unless the organizer wants these media to go to the site at all costs to enrich the scale of participation、Create false prosperity for media on-site reporting)。The best way，It is based on the content requirements of dissemination，Find a few senior reporters who can actually create in-depth articles，Interpret reports from several different dimensions。Then based on the characteristics of the audience，Follow a few influential companies，An in-depth cooperation with mainstream media that the target audience really cares about，Achieving precise communication and promotion。Use high-quality content to achieve spontaneous reprinting and dissemination by mass 188bet sports betting，Often can achieve twice the result with half the effort。

All 188bet sports betting participating in the report spread the same press release，Different perspectives from 188bet sports betting communication with different attributes、Propagation of different contents，Which one is better？

Rabbit eating grass，Just don’t give it meat。Tiger eats meat，Just don’t give it grass。Single supply，Or starve the rabbit to death，Either starve the tiger to death。188bet sports betting is a truth that everyone understands。

The same is true for the dissemination of 188bet sports betting.

*Author of this article: Sun Xiaorong，Senior media person、Planner，Zhihui travel expert author，Expert Member of China 188bet sports betting Industry Reform and Development Advisory Committee，The first batch of social supervisors of 188bet sports betting service and quality in the country，Founder of "Sun Xiaorong Studio"，Focus on observation and research on 188bet sports betting industry development and regional 188bet sports betting brand communication planning。