The Festival Celebrates The Market Marketing Theory And The Empirical Study

Festival tourism is one kind of traveling form which emerge rapidly in the recent several years, It takes subject bright public celebration as traveling attraction, plan and pack tourist area with festival form, thus produce comprehensive benefits such as society, economy, culture. Compared with traditional forms of tourism, Festival tourism pays more attention on the experience and the participation, therefore has also represented a modern traveling development direction. This paper summarizes the previous festivals event's study, researchs the festival tourism marketing activity from theory angle, take Luoyang peony festival as the example, Discussed on the actual issues and strategies about Luoyang peony festival marketing existence.The 1st chapter has carried on the summary and the analysis about already have studying of domestic and foreign festival tourism, the overseas research is earlier than domestic, the method is diverse; The domestic start is late, more focus on case studies, function and the significance of festival tourism, lacks the active theory and the method research to the festival tourism. This article will take travel marketing theory into the theoretical study of festivals tourism, Study festival travel products in the market development and marketing strategies Through many methods, Improve the continuous development of festival tourism in the theoretical system.The 2nd chapter has outlined some elementary theories about tourism marketing, on the base of the already studying, applies it to festival tourism marketing activity, summarized the main step and the method of festival tourism marketing, Subdivide the market using the environment analysis and the tourist behavioral analysis, and formulates the practical marketing strategy and the strategy.In view of the Luoyang peony festival research is one of this article key, in the 3rd chapter, This article first described the Luoyang peony festival's historical background, The peony is our country's traditional precious flower, number one in the world The Luoyang Peony good reputation has spread the world, This provides the good opportunity for the Luoyang peony festival's development. The article has analyzed the peony festival's macroscopic environment and the microscopic environment, and using SWOT concrete study Luoyang peony festival's present situation, understood the peony festival's opportunity and the risk, adapt the market environment, excavates the market opportunity.The market segmentation is the strategic marketing activity foundation. The 4th chapter take 2006 the Luoyang peony festival period author to the festival tourist's questionnaire and the related statistics, the policy material as the foundation, carried on the statistical analysis using the SPSS software, subdivided the tourist market, advanced the target market the choice and the localization, and draws up the concrete strategic marketing countermeasure, including government leading factor strategy, the urban traveling strategy and the peony industrial production developmental strategy.The 5th chapter the analysis proposed the Luoyang peony festival's market strategy. Be based on tourist source of tourists market localization and demand analysis, fully using Luoyang peony festival's tourist resources, formulate the corresponding marketing strategy from the product, the price, the place and the promotion.