A Research On Brand Management Of Modern Festival

Every year,there are more than five thousand festivals held up in China. It plays a great important role in promoting region's economy. However,compared with foreign countries,there are less famous modern festivals in China. Many festivals have similar theme,which makes them have no characteristics. Also,few modern festival brands have formed. Sometimes,a city makes great efforts to form a festival brand,but later they neglect the management of the brand. As time passes,the brand will be destroyed in the drastic competition. So,the management of modern festival brand should be paid more attention to.At first,the thesis summarizes the research on brand and the developments of modern festivals in the past years. It analyses the brand value of modern festivals at the angle of economy and society. Then it forms the theory system of the management of modern festival brand by the methods of canonical analysis, which solves the problem of"how to manage the modern festival brands".At last,as an example,modern festivals in Qingdao are studied. On the basic of analysis of the whole system of Qingdao festivals , the thesis gives the suggestions on the brand management of Qingdao International Beer Festival which is a famous festival.The thesis is divided into six parts:In the first chapter,the thesis tells the origin and background of the subject,the evolution of related theory,the logical structure of the whole thesis and the signification of this research.In the second chapter,the thesis defines festival,brand and modern festival brand based on the past research. Still,it analyses the characteristics and the development trend of modern festivals. In the third chapter,the thesis focuses on the analysis of the value of the modern festival brands at the angle of economy and society.In the fourth chapter,modern festival brand management is studied. This is a static management , which includes festival brand image management,festival brand relationship management,festival brand crisis management and festival brand protection.In the fifth chapter,modern festival brand extension is talked about. Brand extension is the dynamic management in essence,which makes modern festival brands have longer and stronger life. Still,the thesis tells several methods to ensure the sustainable development of modern festival brands.In the sixth chapter,the thesis analyses the situation of modern festivals held up in Qingdao. Then it studies the brand management of Qingdao International Beer Festival to give a demonstration using the theory above.