城市运河节庆开发:国内经验与苏州实践

Urban Canal Festival Development:Domestic Experience and Suzhou Practice

城市节庆运营是实现当代运河保护、开发的重要补充形式,也是擦亮运河文化品牌、带动运河经济与文化带建设的重要凭借,国内已有实践先例。文章基于活动管理视角,探究杭州、北京等国内主要城市运河节庆开发的经典路径与主要启示。同时,系统总结苏州运河节开发呈现的发展迭代、策划执行和内容创意模式,并分析其在产品体系、专业运作、内容开发、节庆营销方面的不足,提出改进建议。研究还将对提炼一般节庆开发模式和其他城市节庆升级提供参考。

Operating urban festivals is an important supplementary form for the protection and development of the Grand Canal,as well as an important means to polish canal cultural brand and drive the construction of the canal economy and cultural belt.Of course,there are already practical precedents in China.Based on the perspective of event management,this paper explores the classic paths and main inspirations of Canal Festival development in major cities in China,such as Hangzhou and Beijing.Meanwhile,this paper summarizes the development models presented in Suzhou Canal Festival,such as develpoment iteration,planning and execution and creative content.It analyzes its shortcomings in product system,professional operation,content development and festival marketing,then proposes improvement suggestions.Furthermore,this study will also provide experience for concluding festival development models and festival upgrade in other cities.