A few questions about festivals

Festival CultureEvery traditional festival of the Chinese nation has a whole set of celebrations that have been inherited for thousands of years. However, nowadays, many of the customs in China's traditional festivals have become distant memories. Eat Yuanxiao, eat dumplings, eat moon cakes, simple monotonous "eat" culture has become the core of many local people to celebrate traditional festivals.

ConnotationThe traditional festivals were developed and flourished along with China's agrarian culture, and have the important function of allowing laborers to regularly enjoy and adjust their spirits. Traditional festivals are also full of humanistic spirit, most of which reflect the connotation of the tradition of harmony between heaven and man*** and respect for nature, and have accumulated the tradition of kinship and goodwill of the Chinese culture, reflecting the culture, character, spirit and emotion of the Chinese nation, which has been inherited, continued and developed through a variety of cultural and recreational activities in the festivals. Festival culture is a natural formation process. Such as in the Dragon Boat Festival this day, hanging calamus, wormwood, Pei Xiangbao, dragon boat racing, wrapped in colorful rope, drink xionghuang wine, calamus wine, eat zongzi ...... each custom, all have their specific meaning. Our country festival culture is profound and broad, 56 nationalities, each nation has its own unique festival culture, each festival has its past life and present life, now young people should learn as much as possible about the cultural connotations of these festivals, to understand its history, content, form, only then can we go to the heritage it, carry it forward.

Functional traditional festival culture is an important part of China's cultural heritage. In the industrialization, urbanization is increasingly speeding up today, the development of festival culture has ushered in a rare opportunity, but at the same time facing great challenges. In the new situation, how to better promote the festival culture.

Festival economy

Festival economy, as an extension of traditional festivals and innovative derivatives, is becoming more and more obvious in recent years to show its gold. And the ancient city of Xining, of course, is no exception, people have long ceased to limit themselves to the traditional New Year's Day, Spring Festival, Lantern Festival and other festivals, with more and more Western festivals imported, the young people will be more and more attention to the Valentine's Day, Mother's Day ...... If the festival celebrations in the narrower sense of the term contains the traditional Chinese festivals and the If the narrow sense of festival celebration includes traditional Chinese festivals and western imported festivals, the broad sense of festival celebration has been extended to a variety of cultural and economic celebrations. How to do a good job of this article, how to create a peaceful, festive atmosphere in the broader festival economy, and successfully find their "gold", I am afraid that all the government and businessmen to use their brains ---

Traditional festivals: renovation

The same is the carrier of festive consumption, traditional Chinese food dumplings can only be sold to a few dollars a catty, while the representative of the Valentine's Day chocolates, but due to the renovation of a box can be sold to dozens, or even hundreds of dollars. "When I was small, adults and children looked forward to New Year's Eve, visiting relatives, stringing together family members and watching the grand opera, which always left some deep impression. It was busy until the fifteenth day, after the Lantern Festival, the New Year was considered finished." At that time, due to the lack of commodities, the scope of the festival economy also seems to be so "limited", then, on New Year's Day, the hottest place may be the vegetable company and sell sugar, tobacco, alcohol, cakes, fireworks and firecrackers store. Nowadays, behind the festival economy is the strong support of food and beverage consumption, tourism consumption, cultural and entertainment consumption and many other consumption. However, at such times, the carrier carrying the New Year's consumption is less and less, the flavor of the New Year has become more and more diluted, and it is no wonder that young people find it difficult to accept. Some experts believe that, for some Western festivals, many young people are curious, fresh, but people in the pursuit of popular foreign cultural consumption after the experience, the face of the influx of more foreign cultural products into China, will be increasingly mature, back to basics consciousness will be strengthened, but also from the perspective of their own culture, with the scrutiny of the eye to choose consumer products. How to take advantage of the business opportunities of the festivals, dig out the new hot consumer subjects, so that the traditional festival economy into the elements of affinity, fashion, is a major difficulty in front of the business problem.

Non-traditional festivals: with the commercial economy, "hand in hand"

In Qinghai, not to mention the far, only in the last two years, organized by the Tulip Festival, the Qingqiahui, the Tour de l'Haut, Tibetan Carpet Festival, etc., in the broader sense of the festival economy, these activities undoubtedly injected new vitality for the festival economy. Especially just past the Tulip Festival, due to the weather, not only for domestic and foreign tourists to enjoy the magnificent tulip flowers, but also let them appreciate the cool climate of the summer capital, feel the unique human landscape, taste the different flavors of the specialties and snacks. This year, the scale of the increase in self-driving tours is a good evidence of this. However, from this level alone, our festival, exhibition economy is still far from enough, in the market economy, the government for the purpose of promoting the development of the local economy, to take advantage of the situation to take the lead in the organization of economic festivals, which is undoubtedly a positive, useful attempt, but in Qinghai, such a province with a special geographic location, the government managed to overdo it, the festival economy will inevitably become tainted, it is difficult to achieve! "Festival to raise the festival" purpose; and the government to let go of the full range of Qinghai's festival economy seems to be a lack of civil society organizations that can systematically run the festival. Fortunately, from the province in recent years, many times in the organization of large-scale festivals, are more or less touched some effective experience. Therefore, the non-traditional festival economy should continue to innovate, the traditional festivals to dig out new connotations, will be able to stimulate the market desire to consume the commercial packaging, the best way.

Festival promotions: original

Talking about the festival economy, and businesses, consumers have the closest relationship when the festival promotions. In the past two years, the consumer structure of the provincial capital is also constantly changing, the price of the stalwart, the scarcity of brand-name goods has long been a thing of the past, with the gradual westward shift of the center of gravity of the business, with the state-run, private economy, the constant competition, what buy one get one free, what the coupon shopping is no longer rare, but the means of business is nobility in the new, surprising, and then the powerful tactics of the commercial war can not be withstood! "Hot leftovers" of the blow, therefore, how to win in the festival promotions in the surprise, should be all business operators to pay more attention to the place. Out of a few "bad" idea, would like to discuss with the merchants *** with the festival discounts should be quite out of the usual discount thinking strategy design, to study the characteristics of the target consumer groups of the festival consumer demand, and will be the expression of this demand to become the appropriate sales theme, the development of thematic promotions and across product categories and for the same consumer groups The alliance promotions; in competition with other stores for the consumer population, stores should be combined with manufacturers to carry out modest and other businesses with competitive theme promotions, and not just the individualization of each product brand.

Saying a thousand words, whether in the country or in Qinghai, the festival economy is its unique charm to promote tourism and local development, radiating more and more immeasurable pulling effect.

Establishing the festival economy brand

The inheritance of festival culture needs to explore the contemporary value of traditional culture. For example, Chengdu has done a lot of useful exploration in the inheritance of traditional festival culture and explore its contemporary value. For example, the temple fair is the habit of many people. Nowadays, the Chengdu Grand Temple Fair, which is comparable to the Temple Fair of Ditan in Beijing and the Temple Fair of Chenghuang Temple in Shanghai, is not only a household name in Chengdu, but also has gained a lot of fame both at home and abroad. Unlike most local temple fairs, the Chengdu Grand Temple Fair has a very unique cultural symbol - the Three Kingdoms culture. Relying on the Wuhou Temple Museum of the Three Kingdoms cultural resources, each year the Chengdu Grand Temple Fair distinctly play the "Three Kingdoms card", in addition to the use of the museum's own resource advantages, the Wuhou Temple also attaches great importance to the internal and external cultural exchanges. As the country's largest cultural shrine of the Three Kingdoms, Wuhou Ancestral Temple took the initiative to seek cooperation with units related to the Three Kingdoms culture, the display is not limited to "Shu", "Wei, Wu" has become a temple fair "regulars! "And strengthen the cooperation and development of traditional cultural resources with Japan, South Korea and Australia. Due to always adhere to explore the contemporary value of traditional culture, Chengdu Grand Temple Fair for two consecutive years was selected by CCTV as the live broadcast of the Spring Festival special program, Chengdu people's way of celebrating the New Year through the CCTV to the global audience made a vivid display, enhance the influence of Chengdu's traditional culture.

Again, traditional festivals need to dig deeper into their inherent traditional cultural connotations, and the Nanjing Fuzimiao Lantern Festival is an example of a perfect combination of traditional cultural charms and festivals. The development of modern festivals is more often combined with industry or natural material resources, for example, the Qingdao International Beer Festival has realized the Qingdao Municipal Government and well-known enterprises to join hands to run the festival *** to create a win-win situation, and the Peony Festival of Luoyang is an excellent example of making full use of local natural resources to run the festival.