Chrysanthemum Festival With Kaifeng City Image’s Building And Communication Research

The image of the city is the reality of public awareness, the overall impression and comprehensive evaluation of the city’s internal and external objective to the city. The contains of Kaifeng city image is various, of which the the concept is multi-level and multi-angle, and the form is also everywhere. Kaifeng of the Henan province has long history, deeply cultural heritage, richly cultural relic and ancient city style. There was Wei, Liang, Jin, Han,Zhou, Song,Jin and other eight dynasties based on Kaifeng in history where the calligraphy art have a far-reaching influence, lakes criss-crossed, Places of historic interest Throughout the cities and counties, Chrysanthemum cultivation has a long history, Flowers customs continous far, colorful chrysanthemums bloom in the city. Kaifeng city image can be as:eight dynasties, national famous historical and cultural city, national excellent tourism city, famous Chinese calligraphy, northern shuicheng, Song Dou, chrysanthemum city in China. Chrysanthemum festival is more than a rarity in the history of kaifeng long history culture, which build and spread of kaifeng city image with poly media effect, word of mouth effect, name card effect and improve the effect.Kaifeng chrysanthemum festival started in1983, lasted31years and upgraded to a National Day in2013. Chrysanthemum festival have a large of characteristics and bright spots:integrative and agglomeration, scientific and creative, intuitive and artistic, international and interactivity, historic and reality.The holding and development of Kaifeng chrysanthemum festival is on the basis of rich chrysanthemum culture, within the important period of strategic opportunities of building and spreading the image of kaifeng city, adapting to henan by the big cultural province in culturally strong province got needs, what’s more, Kaifeng chrysanthemum festival is an important platform to show the image of kaifeng city, which boosts the economic development of kaifeng city, promotes kaifeng chrysanthemum festival activities and the development of city culture, promotes kaifeng city infrastructure and spiritual civilization construction, enhances the external communication and communication of cultural information in kaifeng, and lead to the development of the cultural industry in kaifeng.In this paper, the research object is the chrysanthemum festival and building with spreading the image of kaifeng city. Through analyzing the chrysanthemum festival communication strategy, audience positioning and communication effect, it points out that the chrysanthemum festival promotes to build and propagate the image of kaifeng city, finds the shortcomings of chrysanthemum festival during the course of holding and development. From the strategic level it puts forward the improvement project of the development of the chrysanthemum festival. From the tactical level, it carry out a detailed analysis of deficiency existing in the development of the chrysanthemum festival and a series of detailed feasible Suggestions and strategies are given, in order to give some help to the research of the chrysanthemum festival and building with spreading the image of kaifeng city.