The Applied Research Of Electronic Integrated Marketing Communication On Festival And Special Event

According to the incomplete statistics, more than8000festival and special events (FSE) are held in China annually. As FSE can not only satisfy people’s spiritual and material needs, but also stimulate the industrial linkage in a short time, promote the development of the urban economy, society and culture, and reach the purpose of spreading the urban image and enhancing the visibility. Meanwhile FSE is also an effective means to market the tourism destination. Therefore many places actively create and hold all kinds of FSE, resulting in the types and numbers of FSE increases every year and the competition of FSE market become more and more fierce. However, the rapid growth of the number of FSE caused the homogenization problems in the subject matter of festival activities, and it is difficult to make a choice when consumers facing a wider range of FSE. Thus it is highlighting the importance of marketing and communications of FSE.The21st century is the Internet era with a rapid development of Internet technology, which makes all kinds of Internet media bring forth the new through the old, leading to information transmission more personalized and transmission ways more diversity. Thus, it has a huge influence on people’s habit of choosing media and pattern of consuming behavior, and it also changes the marketing transmission environment, resulting in traditional marketing model being out of date. At the same time, because of the increasing number of netizen year by year and the advantages of the network information spreading without the constraints of space time, target prominent and interactive communication better, it has become many industries’ choice of using network marketing. And it is just also meet the needs of FSE using the network for marketing and communications. In addition, although some FSE organizers have already paid attention to the network’s effects on marketing and spread the FSE and also build the official FSE website and use a variety of network marketing media to spread and communication, the effect is not obvious and it does not play a practical role in network marketing.Through the research and analysis to the relevant literature about FSE, I have found that at present the majority of FSE research focusing on the economic and social impact to the host, the motivation of FSE tourism, FSE operation model and so on. Although domestic literature has a part of research concerns about the importance of internet to FSE marketing, the study of FSE marketing and communication based on the integrated marketing communication is little. Therefore this article bases on the development status of FSE currently, introduction the integrated marketing communication theory and integrated the network communication media to construct an electronic integrated marketing communication model which is suitable for the FSE in the background of the rapid development of network and the changes that the network brought. I hope it can offer some reference and guidance to the FSE organizers in marketing.This paper is divided into six parts:The first part is introduction. It mainly introduces the research’s background, the theoretical and practical significance, research methods and research train of thought and process.The second part is literature review. I sorted out and analyzed the related concepts and research status about integrated marketing communication, electronic integrated marketing communication and FSE at home and abroad in order to find the research direction of this paper, namely use the network media’s advantages and characters to implement the electronic integrated marketing communication for FSE.The third part is the analysis of theoretical and practical foundation to construct the electronic integrated marketing communication model of FSE. The theoretical foundation part mainly analyzes from the brand positioning theory, communication theory and the decision-making process of FSE consumer behavior and other aspects. The realistic foundation part firstly use the network resource to collect the FSE samples, then on the basis analyzes the development status about FSE in our country currently, and then analyzes the importance of electronic integrated marketing communication for FSE.The fourth part is the analysis of brand positioning, and according to the "5W" communication model analyzes the model elements. That is FSE organizers, FSE consumers, FSE communication media, FSE communication contents and FSE communication effects. And then introduce the AISAS network consumer behavior model and on the basis to build the electronic integrated marketing communication model of FSE.The fifth part is case study. The paper takes Hong Kong’s FSE marketing for instance and analyzes from the five elements of construct the model to provide a reference to the other FSE organizers to electronic integrated marketing communication.The sixth part is the conclusion and prospect. In this part the writer has summarized the conclusions of this study and points out the innovation of this paper, the research limitation and prospects for future research.