Research On The Driving Mode And Communication Of China Outdoor Music Festival

Outdoor music festival refers to a large outdoor performance activity with professional sound and stage equipment and jointly completed by multiple groups of performers.In the late 20 th century,outdoor music festivals were introduced to China.After more than 20 years of development,it has evolved from a single fixed theme activity dominated by rock to a comprehensive music performance activity with diversified forms and contents and different styles.Many influential outdoor music festivals have taken root all over the country and formed a chain development mode.Their audiences have gradually expanded from a small part of music lovers to a large number of young people,forming a unique cultural group with interesting structure.Outdoor music festival,with music as the core cultural resources,is closely linked with tourism,film and television and other related industries,and has become an accelerator to boost the development of corporate culture,as well as a beautiful name card for urban cultural construction.It is of theoretical significance and practical value to conduct in-depth research on the driving mode and propagation of Outdoor music festival in China and explore the sustainable and high-quality development path of outdoor music festival.This paper is divided into six parts:The first part is the introduction,mainly from the research background,research purpose significance,research methods and other aspects of a systematic sorting and exposition.The first chapter clarifies the development status of Outdoor music festival in China.First of all,the birth and development of outdoor music festival abroad are sorted out,confirming the spread path of outdoor music festival rock music with hippie group as the original audience,and then into the public eye with the help of film media.Then it discusses the flourishing context of outdoor music festival in China at the end of the 20 th century from four aspects of politics,society,economy and culture,and divides the development trajectory of China’s outdoor music festival into four stages: The embryonic period from 1999 to 2006,the exploratory period from 2007 to 2013,the high-quality development period from 2014 to 2019,and the severe transition period from 2020 to present due to the impact of the NOVEL coronavirus.The second chapter analyzes the driving mode of Chinese outdoor music festival.Taking the driving subject as the classification standard,the Chinese outdoor music festival is divided into three modes: professional chain mode,commercial organization promotion mode and local government leading mode,and the characteristics,representative brands and specific performance in the development of outdoor music festival under different driving modes are expounded respectively.The third chapter mainly uses the situation analysis method to analyze the internal advantages and disadvantages factors and external opportunities and threats of China outdoor music festival.Internal advantages include the surge of audiences brought by the promotion of outdoor music festival linkage film and television variety,and the accumulation of tourism benefits for outdoor music festival to bring consumer resources.But at the same time,the internal disadvantages should not be ignored: serious homogenization tendency,incomplete supporting facilities,high ticket prices,etc.,all make the audience’s feedback to outdoor music festival not positive.Externally,the guidance of new lifestyle,the strong support of national cultural policy and the active extension of music industry chain show the broad development prospect of China’s outdoor music festival market.However,the irregular market and the repeated epidemic situation still make the development of China’s outdoor music festival full of challenges.In general,opportunities and threats coexist.In order to achieve healthy and rapid development of China’s outdoor music festival industry,practitioners should adhere to the reality,give full play to advantages,restrain disadvantages,actively take advantage of opportunities,and resolve threats tactfully.The fourth chapter is the audience survey and analysis of China outdoor music festival.The author through the network in the form of a questionnaire surveyed 1923 outdoor music existing audiences and potential audience,and the questionnaire also made a relatively detailed analysis,build the basic picture of China’s outdoor music festival audience,from the use of the audience and satisfaction level outdoor music festival to cater to audience’s psychology is analyzed.The fifth chapter is the communication strategy research of China outdoor music festival.Based on the communication strategy of China outdoor music Festival,this chapter aims to provide reference for the communication and development of China outdoor music festival.The author respectively from audience identity characteristics,transmission channels,media content for the transmission of the outdoor music to make analysis and conclusion: in the process of transmission,outdoor music festival organizers should pay attention to the cultivation of transmission,transmission channel of the development and spread of rich content,the improvement of the industry chain,to facilitate the benign spread of outdoor music festival.