Zhaojun Cultural Festival has promoted urban construction, cultural and economic development, promoted the construction of national cultural cities and regions, and played a positive role in the adjustment and upgrading of urban industrial structure. At the same time, it also promoted the development of tertiary industry and cultural industry, promoted urban construction and transformation, promoted tourism and commercial activities, and carried forward the capital culture, grassland culture, national culture and regional culture; It has tempered and cultivated an influential literary and art team, promoted the spread and prosperity of culture and enriched the cultural life of the masses. Because of the distinctive national and grassland characteristics of Zhaojun Cultural Festival, guests at home and abroad are deeply attracted and impressed by the charm of Inner Mongolia. With CCTV broadcasting the grand performance of the opening ceremony of the cultural festival to the whole country in prime time, grassland and its culture have become a "paradise" that people yearn for together. In addition, the 6th Zhaojun Cultural Festival provided a broad platform for economic and trade activities and promoted the economic development of Hohhot and even the whole region. The fifth Zhaojun Cultural Festival has driven the tertiary industry by 260 million yuan. Among them, in 2004, Hohhot Economic and Trade Fair attracted merchants from more than 30 countries, regions and some domestic provinces and cities to discuss and inspect. About 70 projects were contacted and discussed, and 30 cooperation intentions were reached, with a total investment of 5.685 billion yuan and an agreed investment of 5.045 billion yuan. Because of the advantages of natural resources, good investment environment and sincere cooperation attitude of government departments in Inner Mongolia, 24 contracted projects involving electronic information industry, biopharmaceuticals, trade circulation, packaging and construction, metallurgy and chemical industry, real estate development, wind power generation and tourism services were finally settled in Qingcheng, with a total investment of 4.4 billion yuan. The turnover of the second North China Food Expo in Hohhot reached more than 3 million yuan. In 2004, the exhibition turnover reached 65.438+300 billion yuan, 35 times higher than the previous session. The turnover of the first exhibition fair of folk customs and ancient artworks in Inner Mongolia reached more than 2 million yuan, and other economic and trade activities also achieved fruitful results. The 6th Zhaojun Cultural Festival has driven the tertiary industry to 300 million yuan.
During the 5th Zhaojun Cultural Festival, the organizing committee carefully arranged a series of cultural tourism activities, focusing on the downtown area of Hohhot and scenic spots such as Lesheng Baiting Garden, Zhaojun Tomb, Xiangshawan and Genghis Khan Mausoleum, to show the historical and cultural heritage of Inner Mongolia to the whole country and the world. Driven by the Cultural Festival, in the first half of 2004, the whole region received 5.6 million tourists from all over the world and 275,000 inbound tourists, with a total tourism revenue of 5.86 billion yuan. During the 6th Zhaojun Cultural Festival, the organizing committee carefully arranged a tour of ethnic customs. The city * * * received 310.4 million tourists from all over the world, and the total tourism revenue reached 235 million yuan. The number of tourists and tourism revenue increased by 65,438+04% and 65,438+065,438+0% respectively compared with the same period of last year, setting the first peak of tourism reception in 2005. The success of Zhaojun Cultural Festival has injected vitality into the further development of tourism in the capital, further improved the cultural taste of tourism, strengthened the publicity of tourism products, and attracted more and more tourists at home and abroad. At the same time, a large number of tourists engaged in a series of consumption activities in Hohhot, such as eating, living and traveling, which not only promoted the growth of hotel benefits, but also promoted the multi-faceted consumption of merchants, and achieved the goal of "making cultural brands bigger and promoting economic development".
The success of Zhaojun Cultural Festival not only showed the profound connotation and unique charm of grassland culture, promoted the prosperity of cultural undertakings and the development of cultural industries, and achieved good economic benefits, but also stimulated the popularity, condensed the people's hearts, greatly improved the enthusiasm of cadres at all levels and people of all ethnic groups in the city to "love, build and prosper the capital" and achieved great social benefits. Therefore, Zhaojun Cultural Festival has built a broad platform for local enterprises and social groups to display their image. From the perspective of opening to the outside world, it has created a basin of people flow, logistics, capital flow and information flow for Hohhot, with obvious social and economic benefits. "Every year during the Zhaojun Cultural Festival and the National Commodities Fair, a large number of business people come to Hohhot. These people are usually distributed in all corners of the country, which is the attraction of Zhaojun Cultural Festival and National Commodities Fair, and concentrated in the capital at a specific time. These people come to Inner Mongolia not only for sightseeing, but also for business investigation. For the relevant enterprises and local governments in our region, these people are equivalent to the partners who come to the door and are a rare business opportunity. For these people, selling products, developing agents, promoting brands and attracting investment will all have the opportunity to be a great success. Seizing fleeting opportunities is the key to the success of opportunity marketing. " Professor Liu Min, MBA lecturer of Inner Mongolia University and president of Inner Mongolia Marketing Society, said.
Large-scale "marketing events"
Recently, China? The Organizing Committee of Hohhot Zhaojun Cultural Festival released a message: The 12th China? Hohhot Zhaojun Cultural Festival will be held in Hohhot from July to September, 20 1 1. The organizing committee of China Fair announced that the 5th China Fair will be held in Hohhot on July 20th11,15- 19.
China? The organizing committee of Hohhot Zhaojun Cultural Festival announced the meeting time and collected the 12th China for all sectors of society. Activities during the Zhaojun Cultural Festival in Hohhot. Cultural performances, folk arts, sightseeing, sports events, economic and trade exhibitions, forums and discussions with regional characteristics and flavor of the times, which have great influence and can promote the economic and social development of the capital, will have the opportunity to be approved as a series of activities of the 12th Zhaojun Cultural Festival. Among them, international, national, large-scale, influential and high-grade large-scale cultural, sports and economic activities will be given priority support. In the invitation letter of the 5th China Fair, the organizing committee of China Fair stated that the China Fair would invite domestic and foreign government agencies, investors, traders, buyers, intermediaries, financial institutions and enterprises to participate. The grand conference momentum, diverse participants, numerous elites and high-quality exhibitors will continue to build a broad cooperation platform for cooperation and development between different regions. The contents of this National Commodities Fair include the 5th China National Commodities Fair and the 3rd China? Hohhot International Automobile Exhibition, Dairy Industry Development International Forum, Hohhot Investment and Trade Fair, China (Hohhot) Photovoltaic Power Generation Seminar, etc.
According to reports, last year's Zhaojun Cultural Festival and the National Commodities Fair achieved fruitful results. For example, the National Commodities Fair has 1600 exhibitors from home and abroad, and more than 8,000 merchants, with a total number of nearly 380,000 visitors and a total transaction volume of 2.55 billion yuan. Hohhot Investment and Trade Fair, China (Hohhot) Photovoltaic Power Generation Seminar, New Energy Expo and other activities reached 32 cooperation intentions, and * * * introduced domestic and foreign funds of 36 billion yuan. Relevant persons said that Zhaojun Cultural Festival and National Commodities Fair are not only cultural events, but also economic events and marketing events. It is expected that the 20 1 1 Zhaojun Cultural Festival and National Commodities Fair will set a new record and create better results.
Last year's Zhaojun Cultural Festival * * * had more than 50 activities, including national cultural exhibitions, tourism, mass cultural performances, sports events and so on. Colorful cultural, sports and sightseeing activities have attracted the active participation of a large number of citizens in the capital and attracted many domestic and foreign tourists. China Commodity Fair held China Commodity Fair, China? Hohhot International Automobile Exhibition, Hohhot Investment and Trade Fair and China (Hohhot) Photovoltaic Industry Forum, Handicapped Goods and Household Appliances Expo, Inner Mongolia International Coal and Energy New Industry Expo, International Wind Power Industry Expo, National Domestic Trade Seminar, Tourism Development Forum in Ethnic Areas, Mongolian Medicine Development Forum in China, and Regional Cooperation Forum in Six Cities of Shanxi, Hebei and Mongolia. These activities have attracted many domestic and foreign business people, achieved many cooperation results and had a wide impact. It is expected that this year's Zhaojun Cultural Festival will have more cultural, sports and tourism activities, which will attract more domestic and foreign guests.
A rare opportunity of opportunity marketing
Professor Liu Min pointed out that among the domestic and foreign business people who came to attend Zhaojun Cultural Festival and National Commodities Fair, some just came to inspect the economy of Inner Mongolia and look for cooperation opportunities and investment projects. So many people move around the capital area in high density during the conference, which provides a broad opportunity for related enterprises and local governments in our region to reach cooperation. However, this opportunity is fleeting, fleeting. As soon as the meeting was over, these people went their separate ways, and the opportunities for cooperation and success disappeared immediately. Therefore, if the parties concerned want to take advantage of the rare business opportunities of Zhaojun Cultural Festival and National Commodities Fair to carry out opportunity marketing, they need to make early preparations, carefully plan and implement them. Seize the opportunity when the success factors are highly concentrated, and all parties concerned can achieve the predetermined goals efficiently.
According to reports, opportunity marketing is a relatively new marketing concept. There are many definitions of opportunity marketing, one of which is as follows: opportunity marketing is a strategy to create a large-scale surprise success by relying on irregular changes in the market. The significance of opportunity marketing is to guide enterprises not to stick to the rules when encountering foreseeable major changes or opportunities, but to further grasp market opportunities and even create opportunities to carry out marketing activities conducive to the company's development. At that time, the cooperation between Mengniu Dairy and Win-Win Venture Capital was like a case of opportunity marketing.
Niu Gensheng, chairman of Mengniu Dairy, was invited to attend the Spring Festival Gala in 2002 as a representative of CCTV advertisers. At this party, Niu Gensheng happened to sit at the same table with Jin, the investment representative of Venture Capital. After getting to know each other, the two sides began a journey of cooperation. By the end of 2002, Morgan, Ding Hui and Lianying * * *, three internationally renowned consortia had invested 265.4386 billion US dollars in Mengniu Company. In a sense, CCTV Spring Festival Evening has created cooperation opportunities for Mengniu Dairy and Win-Win Venture Capital.
It is understood that the 5th China National Commodities Fair will provide a wide range of investment opportunities for enterprises and local governments in our region. With the consent of People's Republic of China (PRC) and the State Council, the National Fair is the first national exhibition named after the country in China in 2007, which is co-sponsored by the people's government of the autonomous region, the Ministry of Commerce, the the State Council Western Development Office, the China Council for the Promotion of International Trade and the China Market Society. The National Commodities Fair is dedicated to the development of national brands, the cultivation of outstanding national brands, and the gathering of high-quality commodities from all ethnic groups to participate in the transaction. The activities of the 5th China Commodity Fair mainly include China Commodity Fair and China Special Food Fair.
The exhibition contents of China National Commodities Fair include food, famous tea, processed tea and tea drinks, tea sets, tea trays, tea sets, tea machinery and testing, tea packaging enterprises, tea culture exchange institutions, food technology, processing and packaging, etc. China Special Food Exhibition in Ethnic Areas is the key industry exhibition of the National Trade Fair, and it is also the only large-scale exhibition project in China with ethnic areas as its regional characteristics and ethnic food as its industry characteristics. Our region is vast and rich in special products. It is called the ocean of songs and the hometown of wine. The specialty food industry is developing rapidly with unlimited business opportunities. In particular, local specialty foods and green organic foods have become the star products of China food industry under the unique geographical and climatic conditions.