Research On Enterprise Marketing Based On Chinese Traditional Festivals

With the widespread cognition and attention focused on holiday economy, festival marketing has become one of the most critical marketing means for enterprises’ yearly marketing. Due to its large number of seasonal foods, abundant cultural connotation and solid foundation of customers, it is Chinese traditional festivals that provide many business opportunities for enterprises’ marketing. On the basis of these advantages, most of companies have made full use of the folk customs in traditional culture to grasp customers’ psychological demands and emotional needs. They have also developed activities for brand promotion by various methods and means of marketing in order to increase brand popularity and establish a good corporate image. In the background of social and cultural traditions of China, this paper analyzed the cultural connotation of these seven traditional festivals as well as emphatically expounded the history, current situation, characteristics and common strategies on enterprises’ marketing to Chinese traditional festivals. It also put forward some constructive suggestions for problems existed in process of marketing operation.