Research On The Marketing Model Of American Rock Music In The 1960s

In the 1960 s,the American rock music industry stepped out of the haze and entered the golden decade.During this period,not only were there many rock stars with far-reaching influences,they became the hegemons of the music scene,but they also influenced all aspects of the United States with their revolutionary characteristics.The research method is literature research and comparative research.The reference materials are mainly books related to the American rock music industry,supplemented by domestic and foreign journal articles and news materials.The guiding theory is marketing.The article starts with the American rock music market in the 1960 s.The first chapter is an overview of the background,explaining the reasons for the boom of American rock music in the 1960 s from the perspective of society,economy,politics,culture,technology and rock musicians.The following three chapters take the outstanding Beatles,Rolling Stones and other rock stars as examples.The second chapter mainly sorts out their record sales,number of touring audiences and movie box office data.Then,a comprehensive evaluation was conducted to summarize the needs and purchase behavior of rock music consumers in the United States in the 1960 s,and then summarize the market share and profitability of these three items.The following chapters use 4C theory as a tool,the third chapter summarizes the marketing model of American mainstream rock bands through market segmentation,target market selection,and marketing strategies.The fourth chapter analyzes and studies the marketing model suitable for major record companies in the United States in the 1960 s by using enterprise competition strategies.Finally,the overall rock music marketing model in the United States in the 1960 s is obtained.