| Outdoor music festivals have developed into an important part of the music industry even though they didn’t emerge until a dozen years ago in mainland China. It has become a prosperous industry and over a hundred festivals are held each year. These music festivals have an important role in promoting the music industry and urban cultural environment. However, there are many problems in its development, and these festivals vary dramatically in quality.The present research provides a holistic research into outdoor music festivals in China, Based on an in-depth exploration of a large number of cases, related statistical data and news reporting as well as academic research findings, this study sorts out relevant theories and analyzes the status quo of the industry in China. It establishes a SWOT analysis template and evaluates the development of this industry to find out the problems in its development. It also proposes suggestions for future development borrowing successful experience from other countries.The dissertation consists of five chapters. Chapter1clarifies major concepts, introduces the research background and methodology, significance and contributions of the present research and sorts out relevant theories concerning outdoor music festivals in mainland China. This chapter lays a theoretical foundation for the discussion of the following chapters.Chapter2analyzes the status quo of outdoor music festivals in China and their development modes and features based on an in-depth research and discusses the roles they play from different perspectives to highlight the theoretical significance of this study.Chapter3provides a SWOT analysis to the status quo of outdoor music festivals in China and examines their Strengths, Weaknesses, Opportunities and Threats and summarizes the accomplishment and limitations in their development. The discussion focuses on an overview of this industry to reveal its problems and explore the causes of them and propose solutions for them.Chapter4makes a comparative study of several overseas cases and summarizes their successful experience, which paves the way for next chapter with both theoretical and practical support.Chapter5provides suggestions for future development of outdoor music festivals in mainland China with an attempt to solve the existing problems. |
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