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近年来,随着人们物质生活的改善和对全新的精神生活的追求,一些与之相关的体验式娱乐方式广受追捧。而为了提升区域文化的影响力,振兴区域经济,一些地方政府着力于举办涵盖文化、娱乐、体育、政治、商业、民俗、宗教等方面的综合性文艺活动。比如,在国内、国际有较大影响力的如“哈尔滨音乐节”“北京音乐节”等,都收到了较好的效果。但是,由于多种原因,这些音乐节往往在主题选择方面缺乏创新,在项目运作方面存在同质化竞争,盲目模仿的趋势十分明显,节目内容大同小异,缺乏新意,长此以往,极易使观众产生审美疲劳。所以,主办方在音乐节项目的运作过程中,应该在项目管理观点、手段、模式等方面做出新的尝试打破现有的赢利模式单一、特色不明显、组织管理不完善等壁垒,不断发挥其巨大的市场潜力。基于此,以多元文化为视角,选取户外音乐节为研究对象,对其项目管理与模式创新等问题进行系统分析和讨论。
In recent years, along with the improvement of people’s material life and the pursuit of new spiritual life, some related experiential entertainment methods are widely sought after. In order to enhance the influence of regional culture and rejuvenate the regional economy, some local governments have focused on organizing comprehensive cultural and sports activities that cover culture, entertainment, sports, politics, commerce, folklore and religion. For example, in the domestic and international have a greater influence, such as “Harbin Music Festival ” “Beijing Music Festival ” and so on, have received good results. However, for a variety of reasons, such music festivals often lack innovation in theme selection. There is homogenous competition in project operation. The trend of blind imitation is obvious. The contents of the programs are similar and lack of new ideas. Eventually, these festivals can easily make the audience produce aesthetic fatigue. Therefore, during the operation of the music festival project, the organizers should make new attempts to break the existing barriers such as single profit model, insignificant features, imperfect organization and management, and continuously exert their influence in project management viewpoint, means and mode Its huge market potential. Based on this, taking the multi-culture as the visual angle and selecting the outdoor music festival as the research object, this paper systematically analyzes and discusses the issues of project management and pattern innovation.