The Research On The Festival & Special Event Brand Communication Of Chinese

The Festival & Special Event is the thematic festival and event activity, which is based on the cultural, historical, economic, natural and other resources, and could attract public participation. It has some obvious features such as significant regional, periodical, experience and other characteristics, and has extensive and far-reaching impact to the host and organizers on the economic and cultural development. After thirty years of development of the Festival & Special Event in China, in the continuous market-oriented, industrial operation of the attempt, gradually formed a number of the Festival & Special Event brand with Chinese characteristics.It is not very long time for the building of the Festival & Special Event brand in China, so there is a huge gap between the famous International Festival and special event brands in the power of brand and the appeal of market. In particular, the Government-established Festival and special event brands, which is out of line with market making activities in areas such as economic growth and cultural wealth is difficult to play the brand marketing effect. Brand building and marketing still in the stage of Government-led administration publicity phase, lack of the investigation to the market demand and the specific professional operation, resulting in brand communication is difficult to achieve the desired results. It manifested in our Festival and special event brands on the international market awareness, reputation and loyalty is low.This paper is based on the industry and academic literature, combined the theory of communication and brand, on the basis of clarify related concept, according to the theory of "5W",this paper has analysis the five elements of brand communication in China's festival activities, on this basis, the author has extracted Chinese existing three propagation mode, including the regional dominant cooperation propagation mode, the channel integration dominate the propagation mode of integration and the value innovation dominate interactive communication mode. Brand samples from 178 Chinese festival activities and the author has collected questionnaire data, analysis of the existing situation of Chinese festival matter activity brand, brand communication and analysis of the present stage the Chinese festival activities of the problem, on the basis of combining with the current brand and communication theory, put forward with the spread of the audience as the center location optimization, with the integration of resources to expand transmission range, guide public behavior and communication with the use of network channels to maintain the brand effect to the principle of learning evaluation and so on four optimization countermeasures, in order to promote the spread of Chinese festival matter activity brand effect, realize China brand festival activities in the international consumer market and culture in the market for a win-win situation.