With the rapid growth of China''s economy and the formation of the Greater China Economic Circle, Chinese culture has gradually become the focus of global attention.
At the same time, along with the high economic growth, the per capita income of mainland China in 2016 has also exceeded to more than 8,000 US dollars. Corresponding to the market consumption mechanism and the growth of domestic demand industry, especially with the improvement of national standard of living and tourism industry triumphant development, tourism consumption has become the public, as residents of the normal choice of leisure life.
On the other hand, the past homogenization, extensive and single-style tourism product model has long been difficult to meet the tastes of today''s consumers. Coupled with the extensive use of the Internet, and the gradual opening of the face of foreign tourism, China''s tourism attractions are facing challenges. Therefore, how to improve the competitiveness of tourism products, the theme of the brand''s innovative operation strategy is very important.
Therefore, for the study of the relevance of the study, to be in Shandong Province Jimo ancient city of 4A level scenic area, the proposed cultural and creative park, how to a deeper compound industrial structure, combined with the Internet platform, and into the relevant cultural and creative material , To seize the eyes of consumers, and the use of marketing activities to help strengthen brand awareness and consumer practices, and then create a stable profit operation model.