潍坊国际风筝会市场化运营机制研究

发布时间：2018-07-25 09:24

【摘要】：潍坊国际风筝会三十一年来的成功举办,成为城市节会活动运营的成功案例和典型。因此，本文意在从市场化运营的角度出发，以潍坊国际风筝会的成功运营为实例，得出市场化运营是节会活动可持续发展的必经之路。并通过对风筝会市场化运营机制的分析，以期为城市节会活动发展有所启示。本文的导论部分主要阐述了课题的研究背景及意义、相关理论研究综述、研究时段、方法及研究路线，目的是论证课题的可行性和重要性。第一章，潍坊国际风筝会概述。追溯了风筝会的由来，总结了风筝会对城市发展的促进作用。第二章，潍坊国际风筝会市场化运营形成历程。从政府包办、市场化初期尝试、市场化成熟运作，三个阶段来分析风筝会的市场化发展经过。第三章，潍坊国际风筝会市场化运营机制分析。这是本篇论文的核心内容，从六个小节分析风筝会市场化运营机制有哪些，分别是：（1）政府主导,放手市场的统筹决策机制；（2）整合市场资源，搭建风筝会大平台；（3）以市场为导向的产品研发与营销；（4）宣传推广,发挥软实力优势拓展市场；（5）面向国内外两个市场的多业经营格局；（6）办好特色节会，打造市场品牌效应。第四章，潍坊国际风筝会市场化运营存在的问题及建议。尽管潍坊国际风筝会是国内一流的民俗文化品牌节会，但在市场化运营方面依然暴露了问题，，并尝试提出建议。第五章，“潍坊风筝节会”市场化运营实践对城市节会活动发展的启示。潍坊国际风筝会的市场化运作，为其他城市节会活动的发展提供了借鉴和方向。
[Abstract]:The successful holding of Weifang International Kite Club in the past 31 years has become a successful example and a typical example of the operation of the city festival. Therefore, from the point of view of market-oriented operation, taking the successful operation of Weifang International Kite Club as an example, this paper draws a conclusion that market-oriented operation is the only way to the sustainable development of festival activities. And through the analysis of the market operation mechanism of the kite festival, the author hopes to enlighten the development of the city festival. The introduction of this paper mainly describes the research background and significance of the subject, the relevant theoretical research review, research period, methods and research route, the purpose is to demonstrate the feasibility and importance of the subject. The first chapter, Weifang international kite meeting overview. This paper traces the origin of kite club and summarizes the promoting effect of kite meeting on urban development. The second chapter, Weifang international kite market operation process. This paper analyzes the development of kite club from three stages: government arrangement, initial attempt of marketization, mature operation of marketization. The third chapter, Weifang international kite market operation mechanism analysis. This is the core of this paper, from the six sections of the analysis of the kite market operation mechanism, which are: (1) government-led, let go of the overall decision-making mechanism of the market, (2) integration of market resources, build a kite will be a large platform; (3) market-oriented product R & D and marketing; (4) propagating and popularizing to develop the market with soft power advantage; (5) facing the multi-industry management pattern of domestic and foreign two markets; (6) running the special festival meeting well to create the market brand effect. The fourth chapter, Weifang international kite market operation problems and suggestions. Although Weifang International Kite Fair is a first-class folk culture brand festival in China, it still exposes problems in market-oriented operation and tries to put forward some suggestions. The fifth chapter, the market operation practice of Weifang Kite Festival will enlighten the development of city festival activities. The market operation of Weifang International Kite Club provides reference and direction for the development of other city festival activities.
【学位授予单位】：中国戏曲学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J528.6-2

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