Research on Music Festival Brand Marketing: -- A Case Study of Gapday Foshan Music Festival

Yingshang Yao

doi:10.54097/ztcp5y16

Authors

Yingshang Yao

DOI:

https://doi.org/10.54097/ztcp5y16

Keywords:

Music Festival, Brand Positioning, Marketing Strategy, Differentiated Operation

Abstract

With the end of COVID-19, China's music festival market has entered an explosive phase characterized by both "revenge growth" and structural transformation. This period has also exposed deep-seated industry challenges, including intensified homogeneous competition, low brand loyalty, and singular profit models. Taking the Foshan Gapday Music Festival as a typical case study, this paper conducts an in-depth analysis of its brand development and marketing pathways through field research methods. The study comprehensively applies the 7Ps theory of service marketing to deconstruct its product portfolio and on-site experience management, employs SWOT analysis to clarify its internal and external competitive landscape, and utilizes integrated marketing theory to evaluate the effectiveness of its online and offline multi-channel communication efforts. The research aims to systematically summarize the successes and shortcomings of the Gapday Music Festival in terms of brand positioning, experience design, and marketing integration. Furthermore, from a long-term development perspective focused on building brand equity, achieving differentiated competition, and fostering cultural-commercial synergy, the study explores how precise brand positioning can transform the Foshan Gapday Music Festival into an enduring brand. Ultimately, this research transcends the scope of a single case study by seeking to illuminate the path and paradigm shift of China's music festival industry—from pursuing short-term traffic dividends to striving for long-term brand value—thereby providing strategic insights for industry practitioners to build core competitiveness in the new consumption era.

Downloads

Download data is not yet available.

References

[1] He, M. W. (2024). Research on Brand Management of Domestic Outdoor Music Festivals [Master's thesis]. Nanjing University of the Arts.

[2] Xie, W. D., & Qin, J. L. (2025). Factors Influencing Music Festival Consumers' Participation Behavior: Analysis Based on a Logistic Model. Modern Business, 13.

[3] Qiu, M. D. (2020). Exploring Innovation in Music Festival Models from the Perspective of Homogenized Lineups. China Newspaper Industry, (14), 3.

[4] https://weibo.com/ttarticle/p/show?id=2309405105069602242676.

[5] Kotler, P. (1960). Marketing Management (1st ed.). (Z. Y. He et al., Trans.). Beijing: China Renmin University Press. (Original work published 1967).

[6] Booms, B. H., & Bitner, M. J. (1981). Marketing Strategies and Organization Structures for Service Firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of Services (pp. 47–51). American Marketing Association.

[7] Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1993). Integrated Marketing Communications: Pulling It Together and Making It Work. NTC Publishing Group.

[8] Shen, G. L. (2013). Integrated Marketing Communication Strategy Management. Tsinghua University Press.

[9] Xie, W. D., & Qin, J. L. (2025). Analysis of Factors Influencing Music Festival Consumers' Participation Behavior Based on a Logistic Model. Modern Business, (13).

[10] Liu, N. M., Liang, Y. Y., Li, X., Yang, Y. G., & Mo, Z. H. (2025). A Study on Music Festival Consumption Behavior Among Young Groups in Nanning Based on TPB Theory. China Market, (05).