The Influence of People’s Views on Chinese and Western Festivals on Festival Marketing
Based on Survey Research of College Students
- DOI
- 10.2991/assehr.k.220109.038How to use a DOI?
- Keywords
- Western festivals; festival marketing; college students; traditional Chinese festivals
- Abstract
With the inflow of western festivals and the rapid change of the times, people have a new understanding of celebrating festivals. Great changes have taken place in people’s consumption ability and demand, which poses new challenges to the festival marketing of enterprises. The paper investigates college students in Beijing by means of a questionnaire and individual interviews. After data cleaning and integrity analysis, an effective questionnaire is obtained (N=212). Through descriptive analysis and calculation with scientific statistical analysis methods, the paper analyzes the way of celebrating the traditional Chinese festivals and western festivals, the degree of cognition of the festivals, the focus of celebrating the festivals, and the attitude of college students towards the traditional festivals of China and the west. Then, combined with Hofstede’s cultural dimensions theory, the paper analyzes college students’ values of festival culture under the background of the new era, and explores the reasons and the impact on social development. Finally, the paper considers new ways of festival marketing strategy from the perspective of enterprise marketing. The paper provides a reference for enterprise marketing operation and innovation development.
- Copyright
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Mao Wang PY - 2022 DA - 2022/01/24 TI - The Influence of People’s Views on Chinese and Western Festivals on Festival Marketing BT - Proceedings of the 2021 International Conference on Culture, Design and Social Development (CDSD 2021) PB - Atlantis Press SP - 190 EP - 194 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220109.038 DO - 10.2991/assehr.k.220109.038 ID - Wang2022 ER -