On The Activities Of The Festival Network Marketing Communications

Festival and Special Event is not only the effective way for people to enjoy their spiritual life and material life, but also playing a great role in stimulating industrial linkage, promoting the ubran economy and spreading the ubran image. With the "government guidance, social participation, and market operation" mode of the operation of FSE in China, the numbers of Festival and Special Event in our country is increasing every year. According to incomplete statistics, our country has nearly 6000 festival activities every year. The rapid growth of the number of FSE in our country caused the homogenization of trends in the subject matter of our festival activities. Audience have more choice range of the Festival and Special Event, highlighting the importance of marketing and communications of the festival activities.The 21st century is the era of information from the internet. When information spreads in cyberspace, it has more methods of performance, not being affected by the limit of time and space. As well,the information spreading in cyberspace has more exact targets of the audience, having the lower cost of spreading, at the same time, the two-way information dissemination is more clear. Cyberspace created a more effective space for the commication and promotion of Festival and Special Event. Now, we can find some research forcusing the importance of cyberspace for Festival and Special Event, but however, because of the quick speed of the update in network technology, there is only a small numbers of the special study of E-marketing of Festival and Special Event.The essay uses the background of the relationships between the network and the marketing and communications of events, through the environment fulcrum, which forms the FSE's e-marketing and communication-FSE's offical website or thematic website, using the theory of communication and e-marketing, to discuss the marketing & communications-oriented model of the event's website. With the reference of foreign FSE website- "oktoberfest.de", divideding its operating power factor into basic attraction factors, sequential progressive-oriented factors and the qualitative factors, analyzing the website's operating mode in the base of paying attention to website's use value.Then, the essay comes into the discussion of the operating structure of Chinese FSE's Website, analyzing the details of the guidelines in currently aspect of China's internet to the festival activities'operation mode, discussing the model structure, model construction circle and elements of each construction circle for the Chinese Festival website, pointing out that the FSE website operating from outside to inside is a step by step, which aims at diverting the audience's orientation process. The online services of FSE should be taken seriously.Based on 70 samples of Chinese FSE's websites, through analyzing their website design, promotion and their ability to satisfying the needs of the FSE's audience, I summarized the operations of the Festival and Special Event's website in China now have features following:they have serious polarization division, most of the Chinese FSE's websites can not show their value and service concepts, and compared with the foreign FSE's websites, the operation mode of Chinese FSE's websites is not so good. At the end of the essay, I summarized the future operational ways of the Chinese FSE's website.