Research On The Operation Mechanism Of Weifang International Kite Market

Weifang has successfully hold International Kite Festival for thirty-one years and it becomea successful case of city festival activities operation. Therefore, this dissertation intends to stand atthe view of market, research focus on the operation of Weifang International Kite Festival as ansuccessful example, conclude that the market operation is the only way which can lead Kite festivalto sustainable development. Through the analysis of the kite market operation mechanism, in orderto enlighten the development of City Festival activities.The part of introduction mainly expounds the research background and significance, relevantresearch review, study period, methods and research route, purpose is to demonstrate thefeasibility and importance of topic.The first chapter is Weifang International Kite Festival overview. Traces the origin of the kite,kite with city development.The second chapter, Weifang International Kite Festival market formation process. From thegovernment arranged, market operation early attempts, market operation changes to mature, toanalysis the three phases of the kite festival progressive marketization.The third chapter,is to dissect Weifang International Kite Festival of market-oriented operationmechanism. It is the core of this thesis, which is divided into six section to analysis themarket-oriented operation mechanism, respectively is:(1) the government leading, plan andarrangement with free trade;(2) the integration of market resources and set high platform;(3)market orient the product R&D;(4) the promotion of soft power, publicity play a essential roleon expanding market;(5) use different business pattern for domestic and international market;(6)hold special festival, build brand effectiveness.The fourth chapter, Weifang International Kite Festival defects and suggestions of marketoperation. Although the Weifang International Kite Festival is the domestic first-class brand of FolkCulture Festival, but the operation in the market still has exposed problems, and try to put forwardsuggestions.The fifth chapter,"the Weifang Kite Festival" will be practical operation market activities on citydevelopment section of the enlightenment. Marketization of Weifang International Kite Festival,provide experience and direction of development for other city festival activities...