The Exploration Of Weifang International Kite Meeting On The City Brand Building

Weifang kite is one of Chinese traditional cultures with a long history. The kite culturegeneration enriches recreational life among the people, as well as contains the course of Chinesecivilization history over thousands of years. Since the first Weifang International Kite Festivalhas been held on April 1th in 1987 30 years ago, it has significant meaning in many aspects,including inheriting traditional culture of Weifang, accelerating local economy, building cityimage, enhancing the international awareness. Weifang International Kite Festival has becomeone of mature and renowned festival brands within Shan Dong province even across the country.Moreover, it drives the overall image of Weifang city successfully. Therefore, implementing citybrand strategy has become the crucial step for the planning project of city layout in the long run.This research is conducted to explore city brand building in China and predict thedeveloping trend in the future. The essay will use the example of Weifang International KiteFestival as the case, apply certain theory of festival activity and brand building. The essay alsoprovides a detail analysis of the successful practical experience and current situation of WeifangInternational Kite Festival, demonstrating festival activity-oriented city brand building.The Introduction chapter of this research mainly demonstrates the research background andpurpose. Relevant theories, literature, general ideas, methodology will present in this research aswell. The purpose is to justify the significance of the project.Chapter 1, the introduction of the Weifang International Kite Festival, dating from theorigin of Weifang kite culture, summarizing the culture value, economic value, and social value,which concludes Weifang International Kite Festival is a successful city brand.Chapter 2, City brand. It displays the relevant concept of city brand, including thegenerating of city brand, location and standard, marketing transmission, the value, pointing outdifferent brands in different cities, through comparing to other brands in other cities, figuring outthe core value of Weifang International Kite Festival, therefore extending the festivalactivities-oriented city brand value, which means the festival activities-oriented are regarded asinteraction effect between city brand and city.Chapter 3, it illustrates how to build the festival activities-oriented city brand:location---developing—integrated marketing communication. By analyzing the detail ways ofcity brand building, discussing how to build the festival activities-oriented city brand, at theconclusion of the success of Weifang International Kite Festival this brand building. Whichmeans to transfer from festival theme location to planning and arranging, and then to management marketing, finally draw the conclusion: city festival activities-oriented should takethe road of marketization, serialization and branding.Chapter 4, it introduces the enlightenment purpose of kite city brand, from the inherit of kiteculture, government responsibility, professional institute and talents, operation model, resourceintegration, mass basis to point out the development bottleneck and direction of the future forWeifang International Kite Festival. From the process of brand building, summarize theexperiences of city brand building: accurate city brand positioning, general development modelof city brand, identification system of city brand image, integrated marketing transmissionprinciple of city brand image and physical strength need to be borrowed for sustainabledevelopment of city brand. However, it will provide the pragmatic application reference aboutcity brand building for other cities.