【摘要】：濰坊國(guó)際風(fēng)箏會(huì)三十一年來(lái)的成功舉辦,成為城市節(jié)會(huì)活動(dòng)運(yùn)營(yíng)的成功案例和典型。因此，本文意在從市場(chǎng)化運(yùn)營(yíng)的角度出發(fā)，以濰坊國(guó)際風(fēng)箏會(huì)的成功運(yùn)營(yíng)為實(shí)例，得出市場(chǎng)化運(yùn)營(yíng)是節(jié)會(huì)活動(dòng)可持續(xù)發(fā)展的必經(jīng)之路。并通過(guò)對(duì)風(fēng)箏會(huì)市場(chǎng)化運(yùn)營(yíng)機(jī)制的分析，以期為城市節(jié)會(huì)活動(dòng)發(fā)展有所啟示。 本文的導(dǎo)論部分主要闡述了課題的研究背景及意義、相關(guān)理論研究綜述、研究時(shí)段、方法及研究路線，目的是論證課題的可行性和重要性。 第一章，濰坊國(guó)際風(fēng)箏會(huì)概述。追溯了風(fēng)箏會(huì)的由來(lái)，總結(jié)了風(fēng)箏會(huì)對(duì)城市發(fā)展的促進(jìn)作用。 第二章，濰坊國(guó)際風(fēng)箏會(huì)市場(chǎng)化運(yùn)營(yíng)形成歷程。從政府包辦、市場(chǎng)化初期嘗試、市場(chǎng)化成熟運(yùn)作，三個(gè)階段來(lái)分析風(fēng)箏會(huì)的市場(chǎng)化發(fā)展經(jīng)過(guò)。 第三章，濰坊國(guó)際風(fēng)箏會(huì)市場(chǎng)化運(yùn)營(yíng)機(jī)制分析。這是本篇論文的核心內(nèi)容，從六個(gè)小節(jié)分析風(fēng)箏會(huì)市場(chǎng)化運(yùn)營(yíng)機(jī)制有哪些，分別是：（1）政府主導(dǎo),放手市場(chǎng)的統(tǒng)籌決策機(jī)制；（2）整合市場(chǎng)資源，搭建風(fēng)箏會(huì)大平臺(tái)；（3）以市場(chǎng)為導(dǎo)向的產(chǎn)品研發(fā)與營(yíng)銷；（4）宣傳推廣,發(fā)揮軟實(shí)力優(yōu)勢(shì)拓展市場(chǎng)；（5）面向國(guó)內(nèi)外兩個(gè)市場(chǎng)的多業(yè)經(jīng)營(yíng)格局；（6）辦好特色節(jié)會(huì)，打造市場(chǎng)品牌效應(yīng)。 第四章，濰坊國(guó)際風(fēng)箏會(huì)市場(chǎng)化運(yùn)營(yíng)存在的問(wèn)題及建議。盡管濰坊國(guó)際風(fēng)箏會(huì)是國(guó)內(nèi)一流的民俗文化品牌節(jié)會(huì)，但在市場(chǎng)化運(yùn)營(yíng)方面依然暴露了問(wèn)題，，并嘗試提出建議。 第五章，“濰坊風(fēng)箏節(jié)會(huì)”市場(chǎng)化運(yùn)營(yíng)實(shí)踐對(duì)城市節(jié)會(huì)活動(dòng)發(fā)展的啟示。濰坊國(guó)際風(fēng)箏會(huì)的市場(chǎng)化運(yùn)作，為其他城市節(jié)會(huì)活動(dòng)的發(fā)展提供了借鑒和方向。
[Abstract]:The successful holding of Weifang International Kite Club in the past 31 years has become a successful example and a typical example of the operation of the city festival. Therefore, from the point of view of market-oriented operation, taking the successful operation of Weifang International Kite Club as an example, this paper draws a conclusion that market-oriented operation is the only way to the sustainable development of festival activities. And through the analysis of the market operation mechanism of the kite festival, the author hopes to enlighten the development of the city festival. The introduction of this paper mainly describes the research background and significance of the subject, the relevant theoretical research review, research period, methods and research route, the purpose is to demonstrate the feasibility and importance of the subject. The first chapter, Weifang international kite meeting overview. This paper traces the origin of kite club and summarizes the promoting effect of kite meeting on urban development. The second chapter, Weifang international kite market operation process. This paper analyzes the development of kite club from three stages: government arrangement, initial attempt of marketization, mature operation of marketization. The third chapter, Weifang international kite market operation mechanism analysis. This is the core of this paper, from the six sections of the analysis of the kite market operation mechanism, which are: (1) government-led, let go of the overall decision-making mechanism of the market, (2) integration of market resources, build a kite will be a large platform; (3) market-oriented product R & D and marketing; (4) propagating and popularizing to develop the market with soft power advantage; (5) facing the multi-industry management pattern of domestic and foreign two markets; (6) running the special festival meeting well to create the market brand effect. The fourth chapter, Weifang international kite market operation problems and suggestions. Although Weifang International Kite Fair is a first-class folk culture brand festival in China, it still exposes problems in market-oriented operation and tries to put forward some suggestions. The fifth chapter, the market operation practice of Weifang Kite Festival will enlighten the development of city festival activities. The market operation of Weifang International Kite Club provides reference and direction for the development of other city festival activities.
【學(xué)位授予單位】：中國(guó)戲曲學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J528.6-2

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