Study On The Government Event Marketing Communication Performance Of Hainan Characteristic Agriculture Products

With characteristic agriculture to enhance the status of China’s agricultural development, China’s local governments, agricultural enterprises and farmers have attached great importance to. In recent years, event marketing used for the marketing of local agricultural products spread rapidly, the general mode is government guidance, market operation, and social participation, that provided new ideas and methods for the maketing of agricultural products. Event marketing has played with great efficiency in stimulating industrial linkage, promoting economic development and dissemination of the city image, but in its promotion process, appeared in the overall development of the disorder, the comparisons and inefficient on the individual, the theme of homogeneity, and attractive lack. With the characteristic agricultural event marketing increasingly widespread, the selectable range of the audience of the events and activities gradually expanded, event marketing communications becomes increasingly important.In this context, The article study on the government event marketing communication performance of characteristics agricultural products. Based on previous studies, I put communication performance defined as an event to spread the relativities between the process inputs and results. I focus on the study of the communication performance perspective, focuses on the following three questions:First, the government’s role in characteristic agricultural event marketing communications as a sponsor, that is who are the stakeholders and the government should establish what kind of cooperation relations with them; Second, the process of characteristic agricultural event marketing communication, that is event marketing as a communication tool, what is the specific mode of transmission; Third, performance evaluation model’s building, that is how to evaluate the communication performance of government characteristic agricultural products event marketing.Draw on relevant research results in China and abroad, I conclude that the major stakeholders in the government characteristic agricultural event marketing communication are suppliers, target customers, the media and competitors, and analyze the cooperation between the government and the stakeholders; pointed there are three ways in the process of government characteristic agricultural products event marketing communications, public relations, media events and customer experience in, and pointed the performance analysis of communication process; build characteristic agricultural event marketing communication logical model of government work, and combined3E standard selection50performance indicators; build the communication performance evaluation model of Hainan characteristic agricultural products government event marketing based on DEA method, and use Hainan Winter Trade Fair case test and verify the model.The study results showed that the Winter Trade Fair has the better communication performance, its success mainly due to the following three points:First, focus on the cooperation with the suppliers and target customers, signed and cashed the implementation of the orders of the characteristic agricultural products; focus on the cooperative relationship with media, spread the propaganda; transform government functions, focus on guidance, coordination, service, and supervision work. Therefore, establish a good working relationship with key stakeholders, transform government functions, optimizing the allocation of resources, enhance the dissemination of performance evaluation, those are not only effective countermeasures to enhance the Winter Trade Fair communication performance, but also the efforts in the direction of characteristic agricultural products government event marketing communication in China.The study use a specific case for the empirical analysis of the characteristic agricultural event marketing communications performance evaluation, it isn’t completely typical, but the introduction of government performance evaluation methods and theory, successfully constructed government event marketing communication performance evaluation system and the evaluation model, provide a reference method, for the further studies of characteristic agricultural event marketing communications performance, and provide a realistic basis for the government evaluation work of characteristic agricultural products event marketing communication performance.