| The Beijing Music Festival and the Shanghai International Arts festival,as two well-known festivals in China,are both hosted by The Ministry of Culture of The People's Republic of China.Along with the professional operation and management,the international status of the festival has gradually improved.Today,the two festivals have been held for more than 20 years.Researches of two festivals,whether in mode of operation or the relationship between arts festival and the city are abound.After years of development,two festivals have made a big success on the international status,but have bigger difference on the number of audience.This paper will be based on the management and marketing theory,by comparing two festivals marketing strategy,from the festival positioning,marketing objects,marketing strategy,to analyze the two arts festivals on the similarities and differences,Coming to conclusion:Orientation of arts festival have to pay attention to the individuality,in the marketing activities is to pay attention to the audience and vivify the art market,the contents of the publicity and marketing have to avoid homogeneity,in the end,having some inspiration on how to become a truly international arts festival. |
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