Focus On Culture And Develop The Economy,Weifang Kite Cultural Brand Promotion Planning

With the continuous development of China's social economy and more frequent foreign exchanges,festivals themed by regional traditional culture have been emerging and developing.Weifang International Kite Festival is one of the earliest and most lasting festivals with the best economic and social benefits in China.Sun lirong,founder of Weifang International Kite Festival,said,"Weifang kite has a long history and culture.As early as the Ming and Qing dynasties,kite flying was common among the people of Weifang.The holding of Weifang International Kite Festival cannot be separated from the cultural background of Weifang kite."But in the process of investigation and collecting related literature,found the following problems:(1)the Weifang kite can develop to now,the most fundamental reason is that its exquisite painters,copper,it is all over the world give prize,but now with the center of economic machine production almost occupied the whole market,and ignored its traditional crafts,traditional cultural connotation;(2)the mode of communication is relatively simple,the intensity and breadth of communication are low,and the participation of young audiences is not high;(3)during the period of the kite fair,all major counties and cities held all kinds of small meetings at the same time,which led to the strong commercial atmosphere,weak cultural atmosphere and more and more serious phenomenon of valuing profit over writing;(4)the competitiveness of cultural brands is relatively insufficient,and the fierce competition among cities leads to the weak influence of cultural brands.The plot with the relatively mature city Weifang kite culture brand,for example,using the related theories of urban brand construction,through to the Weifang kite culture brand longitudinal combing and horizontal analysis of the related urban brand construction,found the Weifang kite culture brand due to unbalanced economic and cultural development lead to the problem of insufficient brand power,and targeted Suggestions:(1)the kite culture into the classroom,cultivating the excellent talents;(2)integrate resources to expand influence and conduct publicity through multiple channels;(3)meet the diverse needs of the audience,enhance the charm of kites,strengthen the excavation of Weifang kite culture,and expand the influence of Weifang kite culture brand.For Weifang International Kite Office to provide planning reference,but also for other local festival development model for reference.