發(fā)布時間：2018-07-25 09:24

【摘要】：濰坊國際風箏會三十一年來的成功舉辦,成為城市節(jié)會活動運營的成功案例和典型。因此，本文意在從市場化運營的角度出發(fā)，以濰坊國際風箏會的成功運營為實例，得出市場化運營是節(jié)會活動可持續(xù)發(fā)展的必經之路。并通過對風箏會市場化運營機制的分析，以期為城市節(jié)會活動發(fā)展有所啟示。 本文的導論部分主要闡述了課題的研究背景及意義、相關理論研究綜述、研究時段、方法及研究路線，目的是論證課題的可行性和重要性。 第一章，濰坊國際風箏會概述。追溯了風箏會的由來，總結了風箏會對城市發(fā)展的促進作用。 第二章，濰坊國際風箏會市場化運營形成歷程。從政府包辦、市場化初期嘗試、市場化成熟運作，三個階段來分析風箏會的市場化發(fā)展經過。 第三章，濰坊國際風箏會市場化運營機制分析。這是本篇論文的核心內容，從六個小節(jié)分析風箏會市場化運營機制有哪些，分別是：（1）政府主導,放手市場的統(tǒng)籌決策機制；（2）整合市場資源，搭建風箏會大平臺；（3）以市場為導向的產品研發(fā)與營銷；（4）宣傳推廣,發(fā)揮軟實力優(yōu)勢拓展市場；（5）面向國內外兩個市場的多業(yè)經營格局；（6）辦好特色節(jié)會，打造市場品牌效應。 第四章，濰坊國際風箏會市場化運營存在的問題及建議。盡管濰坊國際風箏會是國內一流的民俗文化品牌節(jié)會，但在市場化運營方面依然暴露了問題，，并嘗試提出建議。 第五章，“濰坊風箏節(jié)會”市場化運營實踐對城市節(jié)會活動發(fā)展的啟示。濰坊國際風箏會的市場化運作，為其他城市節(jié)會活動的發(fā)展提供了借鑒和方向。
[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.
【學位授予單位】：中國戲曲學院
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：J528.6-2

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