Management Strategies Of Urban Art Festival IMC Theory

From ancient times to the present, the festival attached to the cultural connotation of the city exists, the characteristics of urban culture and art festival brand interdependence. Under the background of national economic and cultural industries continue to progress and the development of increasingly prosperous, 2016 the CPC in March Eighth Session of the Fifth Plenary Session of the proposed "development of the concept of the five" and pay attention to the innovation and development of the cultural industry. In vigorously promote the cultural industry innovation and development situation, the Arts Festival has become the highlight of the cultural soft power. For the sustainable development of Urban Arts Festival, the path of the industry has become increasingly concerned about, and the festival of the brand building has gradually been the majority of the city festival of the group’s attention. At the same time, due to the gradual increase in the number of art festivals, commercial reality makes the development of City Festival tend to homogeneity, standardization, festival program content immobilized, simplification of the problem, the existence of these problems led directly to the festival audience is involved in the reduction, brand influence is inadequate, ticketing decline, thus forming hinder factors to achieve sustainable development of the City Arts Festival. In this regard, the importance of this paper lies in, our country city Arts Festival is broad prospects for the development of provide recommendations and make corresponding solutions according to the our country city art festival development present situation, has practical significance.Aiming at the above problems, this paper is based on the City Art Festival Management Strategy of IMC theory, and in the South Korean city art festival as a typical case of practical significance of the consolidation path. The main research content is: in the IMC theory is based on the background of South Korean city art festival to IMC theory based develop management strategies, so as to realize the sustainable development of Urban Art Festival, and the integration of IMC theory analysis and finishing the City Arts Festival practice path. Take the strategic advantage for our country city art festival of sustainable development and management concept of inspiration, to provide a theoretical basis and practical significance of the strategy for reference.The specific content of this paper from the following five chapters are comprehensive analysis: overview of the development of the first chapter of Urban Arts Festival, the IMC theory in Chapter II and in the art festival in the application history, chapter three South Korean city art festival in the IMC theory management strategy analysis, chapter four of the IMC theory enlightenment to our country city Arts Festival management, the fifth chapter conclusion and prospect.The research significance is to further explore the deepening of the management mode of IMC theory and Art Festival, make up the limitation of current City Arts Festival Management Strategy and sustainable operations in a certain extent, in theory to be enriched and extended. To explore the city festival sustainable development path, innovation strategy organize City Arts festival. With the city characteristics and its unique communication characteristics, lay the foundation for the theory with practice. Its practical significance lies in, on City Arts Festival brand building, integrated management mechanism and sustainable development strategy in practice to explore and finishing, for our country city art festival and sustainable brand management put forward the innovative suggestions. From a long-term perspective, extending the concept of brand construction and sustainable development is beneficial to China’s City Art Festival.The innovation of this paper is to further integration of IMC theory and the City Art Festival, and through the path of management strategy, realize the city sustainable development concept art festival. And to the in-depth study of the Korean city art festival at the same time, summed up the "people oriented" the purpose of running the festival, "keeping pace with the times" section of the office of the concept, the "four modernizations" as one of the management mode of operation. Finally, on South Korean city art festival of IMC theory application, brand marketing and management of the operating mode and its advantages and highlights for our country city art festival of sustainable development and brand marketing concept put forward some new method, and to provide reference for City Arts Festival Management Strategy in the.