Research On Integrated Marketing Communication Of Agricultural Festivals In Beijing

The holding of agricultural festivals plays an important role in promoting the growth of local farmers' income,the development of rural tourism,and the improvement of local image and influence.At present,holding agricultural festivals has become an important measure for local governments to promote the development of local agricultural economy,and agricultural festivals in various parts of China have sprung up.When agricultural festivals are blooming everywhere,due to insufficient branding,weak awareness of promotion and marketing and lack of integration concepts in some agricultural festivals,the quality of the activities themselves is not high,and the entire agricultural festival market has been uneven,resulting in As a result,consumers are faced with the difficulty of choosing many agricultural festivals.Throughout the process of planning and execution of agricultural festivals,marketing communication is one of the larger influencing factors that can be controlled by the organizers of agricultural festivals.It is also an effective way for agricultural festivals to attract consumers and obtain market share.Carrying out integrated marketing communication is an important means for agricultural festivals to occupy a place in the fierce market competition.However,the marketing communication practice of agricultural festivals is still at the spontaneous exploration stage of the organizer,and the guidance of integrated marketing communication related theories is urgently needed.Therefore,it is very urgent to apply the theory of integrated marketing communication to the reality of agricultural festivals to effectively improve the effect of integrated marketing communication.This article selects Beijing Daxing Watermelon Festival as a case for analysis.Firstly,it introduces the theories related to integrated marketing communication in marketing and communication.Based on the integrated marketing communication model of previous scholars,the necessary components of the integrated marketing communication model to be constructed in this paper are determined.Secondly,this paper analyzes the development status of Beijing agricultural festivals and marketing communication,and finds problems in the marketing communication of Beijing agricultural festivals: high dependence on the government and insufficient branding;single communication channels and insufficient publicity;Single communication subject,insufficient integration;single communication information,insufficient resource development;longer festival time and extended communication cycle.Furthermore,combining the theoretical basis of integrated marketing communication with the actual development of Beijing agricultural festival activities,a model of integrated marketing communication for agricultural festival activities isconstructed.This model is consumer-oriented and includes the organizers of agricultural festivals,consumers of agricultural festivals,the brand positioning of agricultural festivals,the dissemination of agricultural festivals,the media of agricultural festivals,and the spread of agricultural festivals Six components of effectiveness evaluation.Finally,according to the integrated marketing communication model of the agricultural festival activities constructed,in view of the current marketing communication status and relying communication resources of the Daxing Watermelon Festival in Beijing,a variety of communication subjects,integration of communication audiences,branding,and aggregation of communication information,Integrate communication channels and strengthen the implementation plan for evaluating feedback effects,and provide suggestions for the next step of the integrated marketing communication of Beijing Daxing Watermelon Festival.This article uses qualitative research methods,through literature analysis,interviews and case studies to carry out research,focusing on the combination of theory and practice.This article mainly contributes two innovations: one is interdisciplinary research,the related knowledge of communication and marketing is integrated and applied to the construction of integrated marketing communication for agricultural festivals;the second is the construction of integrated marketing communication for agricultural festivals Model,and taking Daxing Watermelon Festival as an example,the design of integrated marketing communication plan is carried out,and the countermeasures for integrated marketing communication of Daxing Watermelon Festival are proposed.At present,the People 's Government of Daxing District has taken some actions on the marketing communication of Daxing Watermelon Festival,but the overall marketing communication work lacks integration.Therefore,this paper proposes an implementation plan of integrated marketing communication of Daxing Watermelon Festival,Marketing communication provides a reference.The integrated marketing communication model for agricultural festivals constructed in this paper will also provide a theoretical basis and practical reference significance for other agricultural festivals in the future.