Analysis On Brand Management Of "Meadow Starry Sky Electronic Music Festival" In Wugong Mountain,Pingxiang,Jiangxi

The electronic music festival was from abroad.It is a live music festival or concert held with electronic music performance as the main form.At present,as a form of art and culture that develops rapidly in recent years,the electronic music festival,with the characteristics of jollification and fashion,has already owned a relatively abundant cultural accumulation abroad.When this kind of electronic music culture was introduced into China,the initial response in the domestic market has been dull and with few followers.However,with the rapid development of music culture and the increasingly prosperous market,it quickly showed the momentum of a single spark sets a prairie fire,with huge space to develop and innovate.Especially in recent years,with the support of the cultural and entertainment performance policies that are open around the country,China's electronic music festival market is booming and developing rapidly,with a state of blowout.What's more,it is moving fast on the way to becoming a mainstream music festival.The "Meadow Starry Sky Electronic Music Festival" in Wugong Mountain,Pingxiang,Jiangxi came into being in 2018.It strives to focus the core of the brand on the three major elements of “electronic music,starry sky,and camping”,so as to attract young people to camp under the meadow starry sky and feel the magic of it in the atmosphere of dazzling lights and dynamic music.However,due to its short brand creation time and insufficient audience coverage,it has led to development difficulties.Thus,in order to better adapt to the market environment,meet the needs of the audience,and achieve commercial profitability,the "Meadow Starry Sky Electronic Music Festival" must continue to improve in brand positioning,brand team,brand communication and some other aspects,and further strengthen brand building management.Therefore,the author takes the "Meadow Starry Sky Electronic Music Festival" in Wugong Mountain,Pingxiang,Jiangxi as the research object,and combines musicology,management,economics,and communication in a multidisciplinary wayto explore in depth of the brand management model of it,as the new brand of domestic music festival,analyzes its development bottlenecks in marketing broadcast,performance types,and hardware facilities.Finally,it puts forward the brand management countermeasures to build "Meadow Starry Sky Electronic Music Festival" in Wugong Mountain,Pingxiang from the aspects of brand positioning,brand team,brand communication,performance content,and supporting facilities,so as to promote it to form its own brand advantage in the booming electronic music festival market.This article is divided into five chapters.Chapter one is the introduction.Firstly,it illustrates the background and significance of the topic,and then introduces the current situation of research at home and abroad from four aspects: the current situation of development,development difficulties,brand management of electronic music festival,and the Wugong Mountain in Pingxiang,Jiangxi.At last,it points out the authors' research mind and methods adopted.Chapter two is an overview of electronic music festival.The article first clarified the concepts of electronic music and electronic music festival,then analyzed the historical development of the electronic music festival at home and abroad.Finally,it summarizes comprehensively the features of electronic music festival from the aspects of place,time,content,creativity and so on.Chapter three is the investigation on the status quo of "Meadow Starry Sky Electronic Music Festival" in Wugong Mountain,Pingxiang.The article gives a relatively detailed introduction to it from the following five angles: its geographical overview and origins,administrative agencies and division of labor,market research and audience,marketing and ticketing,music types and lineups.Chapter four is the bottleneck of "Meadow Starry Sky Electronic Music Festival" in Wugong Mountain,Pingxiang.It mainly analyzes three aspects of marketing broadcast,performance types,and hardware facilities,and points out the problems during its development,what's more,it points out the direction for the improvement of later brand management work.Chapter five puts forward the countermeasures for the brand management of "Meadow Starry Sky Electronic Music Festival" in Wugong Mountain,Pingxiang from the following five aspects: brand positioning,brand team,brand communication,performance content,and supporting facilities.