Communication-Effect Evaluation And Strategy Optimization Of Government-Led Urban Arts Festivals From The Perspective Of Brand Equity

China’s festivals have gone through a development history from the beginning to expansion,from spontaneous celebration to urban arts festivals aiming at obtaining social and economic benefits.At present,urban arts festivals are still dominated by the government.However,many practical problems have been exposed in the spreading process of government-led urban art festivals up to now.A large number of urban arts festivals that have been held for many years are still unknown.What are the problems and reasons? How to break through the development bottleneck and realize the sustainable and vigorous development of urban arts festivals? How to realize the strong influence of government-led urban arts festivals on public cultural construction?Therefore,this study will evaluate the communication effect of government-led urban arts festivals from the perspective of brand equity,try to find solutions to the above problems,and propose optimization strategies for government-led arts festivals.Specific research ideas are as follows:The first chapter defines the connotation of government-led urban arts festivals and completes the construction of theoretical foundation of brand equity,government marketing and mass communication.The second chapter,firstly,the necessity and applicability of introducing brand equity perspective are demonstrated.Secondly,combining with the theory of brand equity model,the dimensions and indicators of the analysis framework of the communication effect of urban art festival are extracted.Finally,an evaluation model for the communication effect of government-led urban art festival under brand equity is constructed.The third chapter selects S city C district Public Art Festival –H Art Festival as a typical case to evaluate the communication effect of government-led urban arts festivals.Questionnaires were designed based on the established evaluation model,and data were obtained by questionnaire survey.The existing problems of " The Autumn of Hongqiao Culture " art Festival are found through analysis.First,the dimension of brand loyalty: the highlights of the festival are not prominent;the overall situation is not satisfactory;the commercial atmosphere is heavier;the interaction experience is poor;the basic programs are mature but the satisfaction of non-core activities is low;the tourist recommendation degree is high but the social platform publicity willingness is low.Second,the dimension of brand awareness: low popularity,obviously low public participation,insufficient investment in relying on traditional and emerging channels for publicity,unclear publicity message,unattractive advertising copy,poor content communication effect,and low impression on the audience of innovative points.The third dimension is perceived quality: the arts festival has a good sense of acquisition but needs to be improved to meet the cultural needs;the overall organizational service is good but the commodity price is not set properly.The fourth dimension is brand association: the integration of "three sections" is poor;the festival brand association is low;the art festival promotes the regional development but the public association is general.Fifth,the dimension of brand exclusive assets: the name contains important information but has certain fuzziness;the subject word has certain continuity but the concept lacks novelty.The fourth chapter analyzes the causes of the art festival by combining the investigation 、 interview and the literature review.It is mainly attributed to four aspects: the government’s confused positioning of urban arts festivals,the government’s weak awareness and ability of brand building of urban arts festivals,the poor matching between the product supply of urban arts festivals and consumer demand,and the government’s immature construction of organizational strategic management system for urban arts festivals.Finally,based on the descriptive analysis results and in-depth analysis of the reasons,this paper proposes the optimization strategy of government-led urban arts festivals communication from the macro and micro perspectives.Overall optimization ideas: Frist,highlighting urban characteristics and realizing the personalized and accurate positioning of the art festival;Second,strengthening brand awareness and improving the top-level design of strategic management mechanism.Specific optimization path: First,strengthening the quality of core content and promoting customer loyalty maintenance;Second,promoting the construction of publicity system and using science and technology to create popularity;Third,optimizing the service quality of the organization and improving the perceived quality of consumers;Fourth,vividing festival brand image and enhancing the festival brand association;Fifth,improving the visual identification system and creating a good brand exclusive assets.