With the development and prosperity of farming culture in China, connotative festivals have played an important role in enabling workers to enjoy and adjust their spirits regularly. Traditional festivals are also full of humanistic spirit, which mostly embodies the connotation of harmony between man and nature and respect for natural traditions, accumulates the affection and kindness tradition of Chinese culture, and reflects the culture, character, spirit and emotion of the Chinese nation. Through various cultural and recreational activities in festivals, China culture has been inherited, continued and developed. Festival culture is a natural process. For example, during the Dragon Boat Festival, hanging calamus, wormwood, wearing sachets, racing dragon boats, winding colorful ropes, drinking realgar wine and calamus wine, and eating zongzi … each custom has its own specific meaning. China's festival culture is profound, with 56 nationalities, each with its own unique festival culture, and each festival has its own past life. Nowadays, young people should know as much as possible about the cultural connotation, history, content and form of these festivals, and only in this way can they inherit and carry forward them.
Functional traditional festival culture is an important part of our cultural heritage. Today, with the acceleration of industrialization and urbanization, the development of festival culture is facing both rare opportunities and great challenges. Under the new situation, how to better carry forward the festival culture.
Festival economy
As an extension and innovative derivative of traditional festivals, festival economy has shown its gold content more and more obviously in recent years. The ancient city of Xining is no exception. People are no longer limited to traditional festivals such as New Year's Day, Spring Festival and Lantern Festival. With the introduction of more and more western festivals, young people pay more and more attention to Valentine's Day and Mother's Day ... If the narrow sense of festival celebration includes China traditional festivals and imported western festivals, then the broad sense of festival celebration has been extended to various cultural and economic celebrations. How to do this well, how to create a peaceful and festive holiday atmosphere in the generalized holiday economy, and how to get their own "gold" smoothly are probably places that all governments and businesses have to think about-
Traditional Festival: Fancy Renovation
As a carrier of holiday consumption, China's traditional food jiaozi can only be sold for a few dollars a catty, while the chocolate representing Valentine's Day can be sold for dozens or even hundreds of dollars a box due to fancy renovation. "When I was a child, adults and children were looking forward to the New Year. Visiting relatives, looking at houses and watching big plays will always leave some deep impressions. I have been busy until the fifteenth, and after the Lantern Festival, the year will be over. " At that time, due to the lack of goods, the scope of the festival economy also seemed so "cramped". At that time, the hottest places for holidays may belong to vegetable companies and shops selling sugar, cigarettes, wine, cakes and fireworks. Nowadays, behind the festival economy, it is a strong support for catering consumption, tourism consumption, cultural entertainment consumption and many other consumption. But at this time, there are fewer and fewer carriers carrying Chinese New Year consumption, and the taste of the year is getting weaker and weaker. No wonder young people find it hard to accept. Some experts believe that many young people are curious and fresh about some festivals in the West. However, after experiencing the pursuit of popular foreign cultural consumption and facing more foreign cultural products pouring into China, people will become more and more mature, their awareness of returning to nature will be strengthened, and they will also choose consumer products from their own cultural perspective with a critical eye. How to make good use of holiday business opportunities, tap new hot consumers, and integrate traditional holiday economy with affinity and fashion elements is a difficult problem for businesses.
Non-traditional festivals and commercial economy "hand in hand"
In distant Qinghai, the Tulip Festival, Youth Fair, Lake Race and Tibetan Carpet Festival held in recent two years have undoubtedly injected new vitality into the festival economy in a broad sense. Especially in the past Tulip Festival, due to the sunny weather, domestic and foreign tourists not only enjoyed the magnificent tulip flowers, but also enjoyed the cool summer climate, felt the unique cultural landscape and tasted the special snacks with different flavors. This year's increase in the group size in go on road trip is a good proof. However, from this perspective alone, our festival and exhibition economy is still far from enough. Under the condition of market economy, it is undoubtedly a positive and beneficial attempt for the government to take the lead in organizing economic festivals aimed at promoting local economic development. However, in Qinghai, a province with a special geographical position, the government is in charge of too much, and the festival economy is bound to lose its flavor, so it is difficult to achieve the goal of "saving money for the holidays". However, the government has completely liberalized, and there seems to be a lack of non-governmental organizations that can organize festivals systematically in Qinghai's festival economy. Fortunately, from the large-scale festivals organized by our province many times in recent years, we have more or less come into contact with some effective experiences. Therefore, it is the best policy for non-traditional festival economy to innovate constantly, tap the new connotation of traditional festivals and put them into commercial packaging that can stimulate market consumption desire.
Festival promotion: ingenuity
Speaking of holiday economy, holiday promotion has the closest relationship with merchants and consumers. In the past two years, the consumption structure of provincial capitals has been constantly changing. Constant prices and the scarcity of brand-name goods have long since become a thing of the past. With the gradual shift of business focus to the west and the continuous competition between state-owned and private economies, it is no longer unusual to buy one get one free and buy coupons. However, the commercial means are novel and surprising, and no matter how severe the commercial tactics are, they can't stand the "hot leftovers" and put forward some "bad" ideas, and they are willing to discuss with the merchants. For holiday discount, there should be a strategic design that is quite out of the usual discount idea. It is necessary to study the characteristics of holiday consumption demand of target consumer groups, express this demand as a suitable sales theme, and develop thematic promotion and alliance promotion for the same consumer group across product categories; In terms of competing with other stores for consumers, stores should cooperate with manufacturers to carry out theme promotion activities that are moderately competitive with other businesses, rather than just individualizing each product brand.
Say 1000 sentences, say 10000 sentences, whether in the whole country or in Qinghai, the festival economy is playing an inestimable role in promoting tourism and local development with its unique charm.
Create a brand of festival economy
Inheriting festival culture needs to explore the contemporary value of traditional culture. For example, Chengdu has made many useful explorations in inheriting traditional festival culture and exploring its contemporary value. For example, visiting temple fairs is a habit of many people. Nowadays, Chengdu Grand Temple Fair, which can be compared with Beijing ditan temple fair Temple Fair and Shanghai Chenghuang Temple Fair, is not only a household name in Chengdu, but also famous at home and abroad. Different from temple fairs in most places, Chengdu Temple will have a very unique cultural symbol-the culture of the Three Kingdoms. Relying on the cultural resources of the Three Kingdoms in Wuhou Temple Museum, Chengdu Temple Fair clearly plays the "Three Kingdoms" card every year. Wuhou Temple not only takes advantage of the museum's own resources, but also attaches great importance to cultural exchanges at home and abroad. Wuhou Temple, as the largest cultural shrine of the Three Kingdoms in China, actively seeks cooperation with units related to the culture of the Three Kingdoms. The exhibition content is not limited to "Shu", but "Wei and Wu" have also become "frequent visitors" to the temple fair. But also strengthen cooperation and development with traditional cultural resources of Japan, South Korea and Australia. Due to the persistent exploration of the contemporary value of traditional culture, Chengdu Temple Fair has been selected by CCTV as the live broadcast point of the Spring Festival special program for two consecutive years. The way Chengdu people spend the Spring Festival is vividly displayed to the global audience through CCTV, which enhances the influence of Chengdu traditional culture.
Moreover, traditional festivals should dig deep into their inherent traditional cultural connotations. Nanjing Confucius Temple Lantern Festival is an example of the perfect combination of traditional cultural charm and festivals. The development of modern festivals is more about combining it with industry or natural material resources. For example, Qingdao International Beer Festival has achieved a win-win situation for Qingdao municipal government and well-known enterprises to jointly organize festivals, and Luoyang Peony Festival is an excellent example of making full use of local natural resources to organize festivals.