The Research On The Commercial Model Of Music Festival In China

Music festival is a new type of life style in modern society which is leading by contemporary civilization based on the flourishing cultural civilization, and is acquiring its management and administration in a market-oriented economy. The dual attributes of music festival determine the harmonious relations between economic value and social value, and only an applicable commercial mode that gaining profits can the festival achieving a sustainable development. Under the circumstance of the thriving industrial market of music festival, in this paper, we conduct a study in the formation, key elements, mode types and operation law of the business modes of China's music festivals, so as to make a conclusion of several commercial modes of music festivals in China combining general theories of corporate commercial mode and the particularity of the music festivals as well as offer a proposal to the development of the festival.The business mode of China's music festival is greatly affected by all kinds of elements, of which affected most by the political and economic one. The former provides political and financial supports, while the latter is the basic guarantee to the effective development of the business mode by promoting the establishment of the market and publicity of potential audiences. Additionally, the development of the business modes of China's music festivals have experienced three stages, namely, the exploring stage, market orientation stage and exercising stage, and has established various business modes including the type of box office with sponsor, the branding management and platform type. Moreover, five elements(value proposition, core competitiveness, cooperative relation network, customer relations, and cost and profit) are prerequisite for the running of the business modes. Business modes of China's music festival are guided by three bodies, record company or Performance Company, business enterprises and the government. The three bodies play their roles interactively in organizing and planning events, and hence four different modes of operation shape. They are “independent planner”, “planner or organization leading with the participation of enterprises”, “business enterprise leading with the plan of cultural cooperation”, and “local government leading with the participation of cultural organization or business enterprises, and effectively run with the five operational condition as support and guarantee. The operation of music business mode requires some necessary conditions such as the accumulation and supply o f fine content materials, the training of target market and music festival culture, the education of talents, and the establishment of marketing concept as well as the cooperation of operational bodies.Recently, the present business modes is China has i t shortcomings like the narrow profit pattern, focusing on short term economic benefit instead of long term, chaotic external cooperation, and immature marketing. There are four basic strategies to optimize the business mode of music festival, first of all, extending industrial chain and broaden the channel to make profit. Second is cultivating music festival culture by keeping in touch with the theme of the times. The last one is establishing a sharing and cooperative system of overall planning and regulating marketing.