节会营销管理研究-企业管理专业论文.docxVIP

Abstract The large festival celebration activities in China arise gradually and develop rapidly with city brand demand .It is one of the important means and methods to promote tourism around recently, the city marketing, and industrial development and the culture. In recent years, large festival celebration activities are advertised and held by the urban areas to publicize his brand, the economic benefits by festival celebration activities can not only increase the citys image abroad, expand the social influence, but can stimulate consumption, produce good economic benefit, and to promote local economic development. Some of festival celebration activities really show special advantage of the local industry, business, and products, greatly promoted the development of local economy. However, The large festival celebration activities of the real success and sustainable development is few, on the contrary , this sets up a vicious circle of economic activities, wasting money on ineffective activities and cause the sluggish economy. For its essence, the author thinks that is largely because the large festival celebration activities in China on the marketing management, whether in theory or of actual experience is not mature. This paper describes and references at home and abroad about festival celebration activities of research results, studied in the large festival celebration activities characteristics, assumptions particularity and economic benefits of city about festival celebration activities , and proposed the marketing management system of large festival celebration activities in accordance with these characteristics, and clarifies the festival celebration activities in the division of functions and organizational mode of different stages, and analyzed importantly from products, price, advertising, network, interactive and services marketing strategies. At last, the author points out that the network marketing, interactive marketing and service marke