| Xi'an Expo Park Music Festival is another large-scaled brand activity in Chan-ba Ecological District after the Xi'an World Horticultural Exposition.The purpose of this activity is to highlight the regional characteristics and stimulate the regional popularity,so as to promote the regional economic development.An excellent planning program is a prerequisite for the success of Xi'an Expo Park Music Festival.Therefore,in this paper,SWOT analysis and comparative analysis are used to analyze and optimize the planning program of Xi'an Expo Park Music Festival,then the optimized scheme is selected and the supporting measures and future development measures are drawn.The specific research work and conclusions are as follows:(1)An Analysis on the Present Situation and Problems of Xi'an Expo Park Music FestivalBased on the analysis of the theory and research status of music festivals and exhibitions development at home and abroad,this paper analyzes the planning and operation of the previous three sessions of Xi'an Expo Park Music Festival since 2014 to 2016.With the sampling analysis being carried out on the consumers and satisfaction,the problems and reasons in the planning and operation of the previous Xi'an Expo Park Music Festival has been analyzed.The main problems are reflected in the lack of team execution,the lack of management services,and improper selection of the major artists,insufficient publicity,and shortage of a good industrial chain and so on.(2)Optimizing Xi'an Expo Park Music Festival Planning ProgramWith the SWOT analysis,this paper analyzes the current situation of Xi'an Expo Park Music Festival,and analyzes the internal advantages and disadvantages of the Xi'an Expo Park Music Festival in 2017 and the external opportunities and challenges.Then,according to the problems existing in the previous music festivals,the author puts forward two kinds of new optimization schemes about the details of the optimized activity plan and marketing planof 2017 Xi'an Expo Park Music Festival from the aspects of music elements,interactive activities and marketing plans.Through the expert review,fan questionnaire,media exchange and other forms of the program scoring and evaluation,the Program one has been determined as the final program.(3)The measures on implementation guarantee and future development of the planning program.Based on the optimization analysis of the present situation,the existing problems and the planning program of Xi'an Expo Park Music Festival,combining with the relevant policies of Xi'an Chan-ba Ecological District,this paper puts forward the measures on the implementing guarantee and future development of Xi'an Expo Park Music Festival in 2017.The results of this paper provide a sufficient reference for the planning program of Xi'an Expo Park Music Festival in 2017,which has achieved the expected research purpose. |
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