随着改革开放的进行,社会生产力的迅速发展,居民收入的提高,闲暇时间的增加,消费观念的改变,加上中西文化的融合,中国公民享受的法定节假日已经写进法律,“假日经济”及“假日营销”也随着中国第一个“黄金周”而出现。现在,商场等购物场所在节假日把目光盯紧消费者的钱袋,在节日进行各种形式的促销活动,那么,节日营销的收效到底如何?是否应该成为厂商市场营销的常态策略呢?本文通过分析节假日营销面临的困境与急需解决的问题,并提出了相应的突围办法。 With the progress of reform and opening up, the rapid development of social productive forces, the increase of residents’ income, the increase of leisure time, the change of consumption concept and the integration of Chinese and Western cultures, the statutory holidays enjoyed by Chinese citizens have been incorporated into the law. “The holiday economy ”And “ Holiday Marketing ”also appear along with China’s first Golden Week. Now, shopping malls and other shopping sites in the holidays on the eyes of the consumer purse, in the festival for all forms of promotional activities, then the festivals and marketing effectiveness in the end? Should become the normal marketing strategy vendors? This article by Analyzes the predicament faced by the holiday marketing and the problems which are urgently needed to be solved, and puts forward corresponding breakthrough methods.