City Image Marketing Based On Festival Events

At the twenty-first century global competitive environment, it is an important research topic that how the city could obtain a variety of resources for development. City image is the general performance of a city internal historical background and external features. It is the city's overall character and style. Corporate marketing thinking and strategy applied to the city image has become key ways to attract capital and talent flowing to the city. Modern city festival events are an effective way to be able to show the style and image of the city in multi-level dissemination. Through combining theoretical analysis and practice, this paper mainly explores the problem that how to carry out the city image marketing in the festival activities. It tries to find ways and methods that how to carry out the city image marketing in the festival activities.The full text is mainly constructed by three major components. The first part mainly introduces necessarily theoretical support, which gives a description of city image marketing theory, city image Location and city image recognition system, which also gives a description of festival events concepts, principles and its roles. The second part is the main body of this paper. It focuses on the problem that how to realize the city image marketing through the festival events process. The third part is empirical analysis. Harbin city has held Harbin International Ice and Snow Festival many years, from practice this paper takes it as an example to support the whole research and the main ideas.