Festival Communication Plan For The Fifth Chinese(Ganzhou)International Navel Orange Festival

These years,there are a lot of farming festivals in China, more and more people begin to pay attention to the key function of enhance the brand influence of agricultural products by festival marketing.Among all the farming festival, the Ganzhou Navel Orange Festival has a great influence.But as many other farming festivals, Ganzhou Navel Orange Festival also has these weak points:high cost, limited influence, lack of interaction with consumers and difficult to promote the sell on the spot.The use of internet is the breach to solve those problems.Consumer behavior and buying patterns both have changed as the internet Age has coming and the rapid development of e-commeree.Using the network platform to organize farming festivals is a good way to solve the problems like extravagance and stereotyped.What’s more,the openness and sharing of the network platform provide a good opportunity to generate and divergent innovative thinking. So organizing farming festivals on the internet is imperative.This planning program aims at use network platform as the major activities carrier of the festival,use the major node of E-commerce marketing as an opportunity,use Taobao and so on as a platform,to achieve the blow sales of the navel orange,dissemination the brand and product quality of Gannan Navel Orange, creating electricity supplier channels, service standards and electricity supplier product system of Gannan Navel Orange.And finally complete the exploration and nurture of Gannan navel orange industry’s E-commerce and network promotion paths and modes, take the lead to build Gannan navel orange digital branding and online trading platform system in Chinese fruit industry,also to explore new ways and new ideas of helding farming festivals to other domestic festivals at the same time.