On Positioning Handover Of Festival And Event Transformation

As the result of our country's economy transformation, theproblem of festival transformation comes into being quickly,whose essence is the realization of festival market-orientedmode and the re-construction of festival products' concept andforms. An important question, how to win the identification ofthe market and communicate the new positioning, is closelyrelated to the success of the festival transformation.Therefore, the author proposes this research on the positioninghandover of festival, which can enrich the theories ofpositioning and festival & event management and guide thepractice of festival marketing. With the help of theoreticalapproach and system method, this research analyzes theconnotation, relationship, modes and paths of the positioninghandover of festival. Furthermore, the methods ofquestionnaire investigation, literature analysis, factoranalysis and stratified sampling are applied to empiricalresearch.This essay is composed of five parts: The first chapterintroduces the research background, the domestic and abroadresearch situation, and the research significance, clue,approaches and framework. The second chapter, on the basis ofoffering some relevant definition, pursuits some theoriessupport of positioning handover. The third chapter confirms thecontent arrangement, and learning from some positioning modelsin order to get the paths of positioning handover of festival. Inthe forth chapter, this essay analyzes the positioning handover relationship in three stages, and educes two modes and pathsof positioning handover of festival. The fifth chapter is Caseanalysis, aiming to verify the feasibility of positioninghandover of festival in Hunan Peach Blossom Festival. The lastchapter is a summary.Main findings of this research: Firstly, make clear theconnotation and essence of positioning handover of festival onthe basis of analysis and comparison of repositioningcharacteristics. Secondly, through logical thinking over thetheory, propose a path of positioning handover. All thehandover steps include environment recognition, ascendancyjudgment, positioning inspection, mode selection and handoverexecution. At last, the author approves the feasibility of thepath and availability of the theory of The Spiral of Silencein empirical research.