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本文通过网络搜索,检索到2015年江苏省各市县举办的各类节事活动有212个,数量众多,主题多样,种类丰富。但也存在品牌影响力有待提升,时空分布不均衡,主题同质化,经济和社会效益不明显,市场机制未能充分发挥,营销力度不够等问题。在此基础上,从资源整合,时空格局优化,市场化运作,活动内容创新和营销方式多样化等角度提出了相关对策。
In this paper, we searched through the Internet and retrieved 212 various festival activities organized by cities and counties in Jiangsu Province in 2015, which are numerous in number, diverse in theme and rich in variety. However, there are also problems such as the brand influence needs to be improved, the distribution of time and space is uneven, the theme is homogeneity, the economic and social benefits are not obvious, the market mechanism fails to be fully tapped, and the marketing efforts are not enough. On this basis, the countermeasures are put forward from the aspects of resource integration, optimization of space-time distribution, market-oriented operation, content innovation and diversification of marketing methods.