Research On Brand Marketing Path Of Music Festival

With the diversification of people’s entertainment demand,the traditional record industry began to decline,and the outdoor music festival with distinctive personality appeared,and began to occupy the entertainment market.Since 2000,Chinese outdoor music festival brands represented by MIDI music festival have gradually appeared in the public field of vision.In 2009,a large number of music festival brands appeared,bringing more choices for music fans.But at the same time,the domestic music festival market competition is becoming increasingly fierce,homogenization phenomenon,management defects and a series of problems are also emerging.In the face of the fierce competition in the music market,if the music festival wants to occupy a certain market share,it must pay attention to its brand effect,and stabilize the status of the music festival in the whole market through the means and methods of brand marketing.It is of great significance to study the brand marketing path of Music Festival.This paper is divided into five parts.The first part is to analyze the rise,development and characteristics of music festivals,mainly from the vertical perspective of the development process of music festivals at home and abroad,and then from the three dimensions of the Internet era,youth groups and music festivals themselves to expand the characteristics of music festivals;The second part focuses on the value of brand marketing of Music Festival,analyzes the value of brand marketing of Music Festival from local value,content value,market value and era value,and analyzes the significance of brand marketing of Music Festival from three aspects:logical psychological hint,consumption resonance and magnetic attraction effect behind brand marketing theory;The third part mainly studies the internal and external environment of the music festival brand marketing,analyzes the external marketing environment of the music festival from the policy,economy,society and technology,and then studies and analyzes the internal marketing environment of the music festival from the existing competitors,potential entrants,substitutes,supplier bargaining power and demand side bargaining power;The fourth part selects strawberry Music Festival as a case study of brand marketing,and discusses the development paradigm of strawberry music festival brand marketing from two dimensions of brand positioning and brand marketing;The last part,based on the above,puts forward the brand marketing paths of domestic music festivals from the three steps of establishing brand,developing brand and managing brand,so as to provide the support of brand marketing methodology system for the future development of China’s music festivals.