Abstract
Through an in-depth SWOT analysis of the Strawberry Music Festival, one of the most influential music festival brands in China, the typical characteristics of the main players in the domestic music festival market and the market environment faced by these market players are revealed. The diversity of music styles, the preferences of young consumers and the multi-regional coverage of music festivals are identified as the typical competitiveness of music festival brands, while the further application of electronic technology in live performances and the growing influence of overseas singers are new trends and opportunities in the music festival market. On the other hand, the analysis points out that the ability to control weather risks, the ability to control quality in different regions and the ability to control operating costs are shortcomings of Strawberry Music Festival, which deserves the attention of other market participants. At the same time, the growing concerns about personal and property safety in society and the participation of more competitors are becoming major market threats. While giving more support to the cultural industry, national policies have also put forward higher requirements for the approval, ticketing and on-site control of music performances, which promotes further competition in the market. Due to the singleness of the research object, future research should supplement the research on different types of music festival brands to obtain a more comprehensive insight into the Chinese music festival market.
Published Version
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