The Research On Present Situation And Development Of Ningbo Festival And Special Event

The festival and special event (FSE) is developing rapidly in China recently, which could bring enormous benefits of economy and community for the city. But there is lack of systemic and special research for FSE in China now. Based on the previous research and actual situation of NingBo's FSE, we perform some analysis regarding the development of FSE from both theory and practice, make consideration and research regarding the series issues of FSE, such as why to hold the FSE, What kind of FSE to be hold, and how to hold the FSE etc.The article applies combination and comparable analysis to demonstrate the research, base on the theory of numerous subjects, including Public Management, Activity Planning and Management, Folklore, City marketing and Economics etc. The abundant materials and information are collected via investigation and searches.The article includes five parts: basic (the first chapter, preface), theory (the second chapter, concept, attributes and benefits of FSE, the third chapter, conditions and principles of FSE), practice (the forth chapter, current state assessment of Ningbo FSE, the fifth chapter, development strategies of Ningbo FSE). Firstly, the article introduces some basic concepts, general situation of domestic and oversea of development and research, the characteristics and benefits, the conditions and principles. Then, based on the research of Ningbo FES actual situation, the article analyzes the internal strengths, weakness and external threats and opportunities, summarizes the main problems and its reasons in Ningbo FSE management. The article raises the development direction as follows, the FSE should be combined with the city orientation, Ningbo is the important southeast coastal port city; the economical center in the south city groups of long triangle and the national famous historical and cultural city. With the government promotion, the development of Ningbo FSE should follow such a principle of specialization, diversification, branding, commercialization, internationalization. Finally, considering the conduct experience of relatively mature domestic and oversea FSEs, and combining Ningbo's actual situation, provided constructive comments for the healthy development of Ningbo's FES.The innovation of the article is making pervasive researches and objectively analysis of actual situation of Ningbo's FSE, which is a careless foundational work. We analysis the development qualification and, disclose the existing problems and provide the strategies for related concerns, using the analysis method named SWOT.