Event Marketing Strategy Analysis:Ancestor Worship Ceremony In Huang Di's Native Place

Culture is the symbol and embodiment of national power.Since the 18 th National Congress of the Communist Party of China,the significance of construction of socialist culture with Chinese features has long been stressed,pointing out that culture is the blood of a nation and spiritual home of people.It is necessary to push development and prosperity of socialist culture,start new upsurge of socialist culture construction,improve national cultural soft power,and play the role of leading fashion,educating people,serving society and driving development for building moderately prosperous society and realizing a great rejuvenation of the Chinese nation,The traditional culture of Chinese nation is the most important part of China cultural soft power resources.Sacrifice and military are important matters of a nation.Attending to the funeral rites of parents and offering sacrifice to ancestors with great respect as well as seeking roots and worshiping ancestors are the historical tradition and hope sustenance of China nation,and offering sacrifice to ancestors and sages is always an important part of China traditional culture,the solemn sacrificial ceremony conforming to ritual system has good effect in educating society,cultivating virtue,strengthening unity and maintaining social stability.In ecent years,in order to inherit and develop traditional culture,also make regional promotion and drive economic development,diversified and considerable festival activities were held in various regions,especially ancestor worship and root culture festival activities such as Global Confucius Ceremony in Shandong,Memorial Ceremony to Ancestor in Huangdi's Native Place in Xinzheng,Henan and publicmemorial ceremony to Huangdi.Such festival activities integrate history,culture,art,economic trade and tourism,becoming important means for festival host place to improve infrastructure,build regional cultural image,expand influence,attract tourists and strengthen foreign trade and economic cooperation and exchange,and playing a unique role in enhancing national cohesion,increase cultural soft power and advancing national peace and unity.However,as more and more festival activities are held in various regions,many problems arise,such as no national systematic planning,much repetition in different regions,much government interference,failure to give full play to market,insufficient marketing and publicity,insufficient sense of identity and participation of the masses.Research of this paper focuses on the marketing strategy of the festival activity of Memorial Ceremony to Ancestor in Huangdi's Native Place on the background of being led by the government,this paper first gives introduction to the research significance and background as well as summary on the major research results of marketing of foreign and domestic festival activities,defines concept relating to festival and briefly describes festival marketing and government marketing next,then conducts case analysis,introduces the current situation of ancestor worship ceremony and analyzes the marketing environment and development strategy direction of ancestor worship ceremony.At last,based on 10 Ps marketing theory,design and optimize the marketing strategy of ancestor worship ceremony in future,and hope the marketing strategy designed in this paper can have reference value for relevant departments to better hold ancestor worship ceremony,continuously expand the influence of ancestor worship ceremony,build good image of Zhengzhou City.