*"Hundred Travel Talks" has been exclusively serialized on Zhihui official website,This article is the fifteenth one。This book involves the policy situation of China’s 188bet Online Sports Betting and Casino industry、Cultural Creativity、Digital Economy、Marketing、Rural Revitalization、Scenic area development、8 topics including theme entertainment and business innovation，Reflects the new trend of China’s 188bet Online Sports Betting and Casino development in recent years、New business formats and newTopic。The book focuses on the new trend of cultural and 188bet Online Sports Betting and Casino integration、New topics in digital 188bet Online Sports Betting and Casino economy and new explorations in 188bet Online Sports Betting and Casino management，Discussed issues of common concern to the industry from various angles。

The more than 40 authors of this book are mainly the chairman and general manager of outstanding 188bet Online Sports Betting and Casino companies，Their articles，Existing reflections on traditional industries，More exploration of emerging business formats；Existing discussion on industry level，More thoughts on the development of your own business；This is a cutting-edge battlefield diary、It is the true voice condensed with sweat and tears。

Travel，That is, the tourist is displaced、Generate consumption、The whole process of gaining experience，It is a concept of economics，It is also a concept of humanities and sociology，We are based on a correct understanding of the concept of 188bet Online Sports Betting and Casino，Have a relatively comprehensive understanding of tourist destinations，Thus understanding where to start with 188bet Online Sports Betting and Casino marketing、Where to use force。

Pay attention to 188bet Online Sports Betting and Casino destination marketing classification

There are various methods of 188bet Online Sports Betting and Casino marketing，Can be divided into domestic marketing and overseas marketing、Image promotion and product marketing、Media Marketing and Channel Marketing、Online marketing and offline marketing、Event Marketing and Activity Marketing、Traditional marketing and innovative marketing, etc.，Here we focus on innovative marketing issues。

Grasp the essence of destination marketing。188bet Online Sports Betting and Casino is determined by differentiation，This is the basic motivation for tourists to have the desire to travel，It is also the reason for the choice of 188bet Online Sports Betting and Casino consumption，Different places or landscapes、or culture、or folklore、or religion、or environment、or product、or service、Or the difference of special natural phenomena，Local characteristics，Determines whether people choose to travel。Therefore，The essence of marketing，It is to enhance the popularity and reputation of tourist destinations through information dissemination，Increase tourists’ awareness of tourist destinations，Let tourists who are motivated to travel know the differences or characteristics of the destination，To make a choice。

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Pay attention to the basic methods of innovative 188bet Online Sports Betting and Casino

As the name suggests，Innovative marketing is 188bet Online Sports Betting and Casino marketing that has no fixed model or fixed method，Innovation is the key to successful 188bet Online Sports Betting and Casino marketing.Viewed from Zhangjiajie 188bet Online Sports Betting and Casino marketing practice，There are generally several more effective aspects that can be summarized。

The government “sets up the stage”，Enterprise “acting”，Also called government-led、Enterprise-based 188bet Online Sports Betting and Casino destination marketing。The government coordinates 188bet Online Sports Betting and Casino promotion and marketing activities，Propose 188bet Online Sports Betting and Casino marketing goals and basic requirements，Provide some opportunities or platforms，Let enterprises perform on stage，Show products and services，This method is also called government-led 188bet Online Sports Betting and Casino marketing，But it is the enterprise that can finally be implemented。

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Planning event or activity 188bet Online Sports Betting and Casino

Event marketing is an effective method of 188bet Online Sports Betting and Casino marketing，Then the meaning of innovation is to plan activities or events that are different from other destinations。Zhangjiajie successfully held a flight through Tianmen Cave、World Wingsuit Flying Championship、International Country Music Week and other events，Make full use of Zhangjiajie’s geographical and environmental resource endowments，Use big media and new media to communicate，Improved destination image and visibility。For example，For the first World Wingsuit Flying Championship in Zhangjiajie，CCTV News Channel "Lunchtime News" conducted a 45-minute live broadcast，The ratings at the Zhangjiajie event are very high，It is estimated that news information reaches 1 billion people。The performance of "Tianmen Lonely Fairy" in Zhangjiajie in 2009 and the launch ceremony of the "Love Travel, Love Life" China 188bet Online Sports Betting and Casino Day themed event held by the state in Zhangjiajie in 2012 are both successful examples of innovation。

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Introducing market mechanisms and social power 188bet Online Sports Betting and Casino

Don’t let the government dominate the world in 188bet Online Sports Betting and Casino marketing，We must also prevent enterprises from becoming stereotyped in their traditional inertial thinking，The key is to improve the effectiveness of marketing。The market space is infinite，The power of society is also infinite。For example，In 2013, Zhangjiajie Tianmen Mountain Company hosted the first World Wingsuit Flying Championship，Holding the competition itself requires a lot of funds，We also need to use many domestic and foreign media for publicity，Requires a large investment，The company seeks financial support from the government。The 188bet Online Sports Betting and Casino department considers that brand activities need to be consolidated in the long term，We must seek better market-based mechanisms to meet funding needs，When asking for money, go to the market instead of the mayor、Thinking about investment promotion and cooperation activities

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Channel 188bet Online Sports Betting and Casino to adapt to new market needs

The market is always changing，Tourists’ consumption needs are always changing。How destinations adapt to new market needs，Continuously adjust marketing strategies，Open up new channels for tourist sources，Expand new space in the 188bet Online Sports Betting and Casino market，It is a way of thinking that must be adhered to for a long time。After the implementation of the "188bet Online Sports Betting and Casino Law"，Especially after the central government’s eight regulations were promulgated，Domestic official 188bet Online Sports Betting and Casino consumption has declined seriously，The travel agency team has been significantly reduced，Someone thinks it may be a phased situation，We analyze and judge that，This is the beginning of the country’s new normal，Uncontrolled official consumption is not in line with the people's wishes，Group 188bet Online Sports Betting and Casino will not adapt to people’s travel choices for a long time，The 188bet Online Sports Betting and Casino market itself, which originally relied on official consumption, lurks huge risks。

Eight Provisions One Outlet，The "188bet Online Sports Betting and Casino Law" has not yet been officially implemented，The municipal 188bet Online Sports Betting and Casino department organizes 188bet Online Sports Betting and Casino enterprises to conduct market strategy research，Propose and expand the main channels of the self-guided tour market、Implement online marketing strategy、Guidance on implementing brand strategy and other work，Introduced high-quality travel product line marketing、A series of marketing measures such as organizing mass 188bet Online Sports Betting and Casino activities and focusing on participating in experiential 188bet Online Sports Betting and Casino，Opened up new customer source channels，Smoothly achieved market transition，It did not cause major fluctuations in the source market and 188bet Online Sports Betting and Casino consumption，Achieved double-digit growth in tourist traffic，Including travel and shopping，Not only was it not affected，On the contrary, consumption has increased significantly。

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About the author

Ding Yunyong，Vice President of 188bet Online Sports Betting and Casino Branch of China Future Research Society，Former Director of Zhangjiajie 188bet Online Sports Betting and Casino Bureau，Long-term engagement in 188bet Online Sports Betting and Casino industry management and 188bet Online Sports Betting and Casino development practice，Planned and organized many innovative 188bet Online Sports Betting and Casino marketing cases in Zhangjiajie。

*We welcome pre-orders and have a chance to get the author's personal signature.Contact: Shi Yanbing，WeChat ID: bing878919，Mobile number: 18515550582