Research On The Brand Operation Mode Of Strawberry Music Festival

Music Festival refers to a continuous performance of theme at certain locations,such as folk music,rock music and so on.Although it has been introduced to China for decade,it has gradually formed a new industrial development mode in the music industry.'Strawberry Music Festival',which founded on 2009,is an original music brand established right after the 'Modern Sky Music Festival'--another music festival brand established by the largest music independent brand "Modern Sky".It covers a variety of music elements such as rock,ballad,electronics,which is well suited to the youth.The brand positioning of the Strawberry Music Festival is fashionable and freshness compared to the Flute Music Festival of its rock culture and some other comprehensive music festivals.By its uniqueness,the brand image of Strawberry Music Festival is unforgettable.Based on it,the author uses Strawberry Music Festival as the research object,combines musicology,sociology,communication and economics to explore the brand operation mode of Strawberry Music Festival as a successful example of the mainland China outdoor music festival.The article is divided into six chapters to discuss.The first chapter is an introduction.It mainly introduces the background and significance of the topic,research status between Mainland China and abroad,and the research ideas and methods.The second chapter explains the concept and classification of the music festival,followed by a detailed combing of the history of music festival between Mainland China and abroad.In the end,discuss the Mainland China outdoor music festival,such as the Flute Music Festival,the Hot Wave Music Festival,the Yangtze River International Music Festival and the Zhangbei Grassland Music Festival.The third chapter expounds the characteristics of the outdoor music festival in five aspects:the composition of the place,the pluralism of the style,the participation of culture,the communication of music and the value orientation.The fourth chapter focuses on the brand market operation mode of Strawberry Music Festival.The article analyzes and summarizes the multi latitudes and multi levels from the background of the Strawberry Music Festival,brand positioning,market audience demand,the theme of the posters design and the economic and expenditure structure.The fifth chapter is divided into two parts.The first part is the 4P analysis of Strawberry Music Festival,splited to four aspects:product,place,price and promotion.The second part analyzes Strawberry Music Festival from four angles,such as advantages,disadvantages,opportunities and threats,it points out the achievements and shortcomings of Strawberry Music Festival in the development process,and the status of Strawberry Music Festival is advanced from the macro level.The sixth chapter is about the future construction of Strawberry Music Festival brand,focusing on the specialized chain mode,diversified management,subdivision of the performance form,the importance of commercial value and artistic value.