Development Strategies for the Kaifeng Street Culture Brand: A Case Study of the Drum Tower Night Market
DOI:
https://doi.org/10.53797/anp.jssh.v6i2.1.2025Keywords:
Drum tower night market, cultural heritage, brand development, visitor engagement, digital marketingAbstract
Kaifeng, as an ancient city with a rich cultural heritage, is home to unique street culture that reflects the daily lives of common people. This culture encompasses various aspects, including folk arts, traditional crafts, local cuisine, street performances, colloquialisms, and market trade. With the rise of the "night economy," Kaifeng's night markets, particularly the Drum Tower Night Market, provide an excellent opportunity to develop a cultural brand that combines the city's historical charm with modern consumer demands. This research explores the current state of Kaifeng's street culture, focusing on the Drum Tower Night Market as a case study. Through field research, market analysis, and the use of SPSS and AHP data analysis methods, this study identifies issues such as weak brand identity, underdeveloped cultural elements, insufficient interactive experiences, and limited promotional channels. Based on these findings, the paper proposes strategies to enhance the market's brand identity by reinforcing its cultural depth, improving interactive experiences, innovating marketing strategies, and expanding its brand influence both online and offline. These strategies aim to elevate Kaifeng's cultural tourism industry, enhance the city's competitiveness, and contribute to the preservation and revitalization of traditional street culture.
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