Marketing Strategy for Taihu Bay Music Festival

Yueyue Li

doi:10.54097/875a4p63

Authors

Yueyue Li

DOI:

https://doi.org/10.54097/875a4p63

Keywords:

Taihu Bay Music Festival, 7Ps, Marketing

Abstract

This paper takes the Changzhou Taihu Bay Music Festival as the research subject. Combining case study analysis, online textual analysis, and field investigation, and based on SWOT analysis, the 7Ps marketing theory, and experiential marketing theory, it begins with the background of the Taihu Bay Music Festival to clarify its brand positioning and the characteristics of its primary customer base. From the perspective of marketing strategy, it analyzes the festival's product, pricing, place, promotional, people,physical evidence, process. Subsequently, optimization suggestions for the future development of the Taihu Bay Music Festival brand are proposed. These include, for example, incorporating Jiangnan water town characteristics into stage design by adding water curtain effects; designing scenario-based murder mystery games integrated with the music festival while incorporating intangible cultural heritage features of the Changzhou region; and combining the music festival with environmental public welfare initiatives. The aim is to provide a reference for enhancing the market competitiveness of the Taihu Bay Music Festival and achieving sustainable development in the future.

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References

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