A Research On The Marketing And Communication Of A Brand Event “The Spring Festival In Xi'an·With The Richest Traditional Chinese Characters”

Festival marketing is an important way of promoting the city image communication,it is everything history,culture,customs,historical sites and relics,politics,sports,science and technology such as various elements,the periodic systematically for the major events of the ceremony,can satisfy the participants experience cognition,communication,demand,trade,and so on,and can be targeted to spread the image of the city,city demonstrates the unique charm and local conditions and customs,humanities and natural landscape characteristics,improve the attractive to all kinds of resources of the city and to the urban development in virtually all walks of life.With the brand effect of the city festival,will have a wide and far-reaching impact on the corresponding region,can deepen the city brand impression,become a bright card of the city;Can focus the media attention,enhance the heat of the city in the community;Can gather huge popularity and word-of-mouth,forming a word-of-mouth effect;Can trace the historical source,highlight the cultural connotation,inherit and carry forward the regional characteristic culture.As early as in the "greater xi 'an plan" in 2011,xi 'an established the basic idea of "world city and cultural capital",proposed the core task of returning to the center of the world stage,and actively carried out the communication work of city brand image.In the past two years,xi 'an has started to improve the strategic layout of urban image communication,actively integrated content and resources,and innovated communication methods.In particular,some achievements have been made in deepening and enriching the brand image of xi 'an by means of event marketing communication.In the current era,rapid progress in communication,tourism services are becoming more and more wisdom,consumption is more and more attention to brand,the spread of the city more and more as the main body,the image of the city is becoming more and more attention to spread through the marketing strategy,festival marketing as to be able to fully demonstrate the marketing of the city history humanities and natural geography path widely attention.On January 8,2018,the first xi 'an annual · Chinese New Year activity sponsored by xi 'an municipal party committee and government kicked off.The event was large in scale,long in duration,rich in content and well organized,making xi 'an the fourth most popular tourist city in China during the Spring Festival.In 2019,xi 'an,the Chinese Spring Festival activity continues to expand,lasted 66 days,fully display the history of big xi 'an rich resources and attractive folk characteristic resources,model big xian "the world of culture" and "tourism fashion capital of the world",the image of the city,once again raised the xi 'an tourism heat and heat topic at home and abroad.Based on sorting out relevant literature and materials,based on communication and brand theory,and on clarifying relevant concepts,this paper sorts out the development and related research of urban image communication and integrated marketing communication theory.The year of xi 'an · the year of xi 'an is a typical event derived from traditional festivals in China.By analyzing the management framework,participating elements and communication elements of the integrated marketing communication process one by one,this paper puts forward an integrated interactive communication mode integrating the integrated marketing communication and innovative interactive communication of xi 'an brand events.Starting from the data with the first-hand information,get in xi 'an,the most Chinese festival marketing communication effect feedback,summed up the festival spread the impact on the image of xi 'an,through the city festival activities section into brand,become a city business card,reveal the cultural connotation,focus attention from all walks of life,improve the heat of the city and gathered popularity,reputation,form good public praise effect.Section by discussing about the marketing communication process,the author thinks that the current in xi 'an,the China brand festival marketing communication also has some problems,put forward the corresponding development Suggestions,such as integration,cling to the core points of attention One Belt And One Road international propaganda,attaches great importance to the social media interaction and so on,puts forward China such a festival in xi 'an,most things become international famous brand,become a long-term business card of xi 'an.