2021 Dian Ping Intangible Cultural Heritage Food Festival Event Planning Case

The 2021 Intangible Cultural Heritage Food and Culture Festival will take traditional food as the theme,get into the traditional Chinese food and beverage market of time-famous brands,and enter the field of live catering,and explore the role that the public comment can play in live catering as a platform for consumption decision-making.As Douyin and Kuaishou further develop the live catering market at the beginning of 2020,Dianping,as an important participant in the in-store dining category,also needs to accelerate the pace of building the live catering function.In the 14 th Five-Year Plan,the statement about unblock the great domestic circulation mentions: "Carry out the Chinese brand creation action,protect and develop the Chinese time-honored brands,and enhance the influence and competitiveness of the independent brands." Catering as an important part of Chinese traditional culture,a large number of Chinese time-honored brands have been born.Based on the national policies and the business development needs of Dianping,the Activity Planning Plan of 2021 Dianping Inintangible Cultural Heritage Food and Culture Festival was completed.This is a marketing activity plan for catering subcategories.This topic has formed the main content through literature reading,data analysis,activity case analysis and other methods.In terms of content,it mainly covers industry investigation and analysis,marketing activity positioning and design,communication strategy design,communication channels,live broadcast arrangement,activity effect evaluation,project budget,etc.The main goal of this plan is to improve the popularity of the event,gain recognition from consumers,and build awareness of the 613 Intangible Cultural Heritage Festival and Dianping’s in-store dining benefits in consumers’ minds,so that Dianping will have its own exclusive marketing festival.