近年来永州节事旅游发展迅速,如何更好的营销这些节事旅游活动,使其效益最大化是个值得研究的问题。本文以阳明山“和”文化节为例,通过调查问卷的方式,通过调查分析、数据挖掘整理,研究阳明山“和”文化营销现状,对永州节事旅游活动的营销提供参考,也为以后永州阳明山“和”文化的各项研究抛砖引玉。 In recent years, festival tourism in Yongzhou has developed rapidly. How to better market these festival tourism activities so as to maximize their benefits is a question worthy of study. This paper takes Yangmingshan Culture Festival as an example. Through the way of questionnaire, through investigation and data mining, this paper studies the status quo of Yangmingshan ’s culture marketing and marketing of Yongzhou Festival tourism activities Provide a reference, but also for future Yong Yangmingshan “and ” culture of all kinds of research.