少数民族地区节庆活动促进地方城市营销的思考——以勐腊民族风情文化节为例

On Minority Areas Festivals’ Promoting Local City Marketing:A Case Study of Mengla Ethnic Customs and Cultural Festival

以城市营销理论为基础,以云南西双版纳州勐腊县独特的节庆活动为例,提出少数民族地区以节庆活动为主的城市营销过程中,应重视民族资源的整合与营销的可持续发展,从而促进少数民族地区经济社会发展。

Based on the city marketing theory and examples in the unique festivals of Mengla city Xishuangbanna state,Yunnan province,this paper holds the view that attention should be given to integration of national resources and the sustainable development of marketing in the city marketing process based on the minority areas’festivals for promoting economic and social development.