西安世园音乐节是西安世界园艺博览会后浐灞生态区又一大型品牌活动，目的在于 彰显区域特性、拉动区域人气、带动区域经济发展。良好的策划方案是西安世园音乐节 成功举行的先决条件。为此，本文通过 SWOT 分析和比较分析等方法分析历届西安世 园音乐节策划方案并进行优化，得出优化方案并进行选择，得出实施保障措施和未来发 展措施。具体研究工作和结论如下： （1）西安世园音乐节发展现状及问题分析 在对国内外音乐节及会展发展相关理论及研究现状分析的基础上，对 2014~2016 年 三届西安世园音乐节策划及运营情况进行分析，对消费群体和满意度进行抽样调查分 析，分析出历届世园音乐节策划及运营过程中存在的问题及原因。主要存在的问题体现 在团队执行力不足、管理服务水平欠缺、核心艺人选择不当、宣传不到位、未形成良好 产业链等方面。 （2）西安世园音乐节策划方案优化 对西安世园音乐节当前状况进行 SWOT 分析，分析得出 2017 年西安世园音乐节举 办内部的优势和劣势以及面临的外部的机会和挑战；进而结合历届音乐节存在的问题， 从音乐元素、互动活动和营销策划三方面提出 2017 年西安世园音乐节营销策划方案及 各种活动方案的具体优化内容，提出两个新的备选方案；通过专家评审、乐迷问卷调查、 媒体交流会等形式对方案进行了打分评比，最终确定出方案一为最优方案。 （3）策划方案实施保障及未来发展措施提出 通过对西安世园音乐节发展现状及存在问题、和对策划方案的优化分析，结合西安 市浐灞生态区相关政策，提出 2017 年西安世园音乐节策划方案的实施保障措施和未来 发展措施。 本文的研究结果为 2017 西安世园音乐节策划方案提供了充分的参考依据，达到了 预期的研究目的。 关 键 词：世园音乐节；策划方案；优化 研究类型：专业研究Subject : Analysis on the Planning Program and the Optimization of the Xi’an Expo Park Music Festival Specialty: Master of Business Administration Name :Qu Hongtao (Signature)： ) Instructor:Zhang Jingsuo (Signature)： ) ABSTRACT 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 Festival Based 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 Program With 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. Key words: Xi’an Expo Park Music Festival; Planning Program; Optimization Thesis : special subject research目录 I 目 录 1 绪论..............................................................................................................................................................1 1.1 研究背景及意义...........................................................................................................1 1.1.1 研究背景.............................................................................................................1 1.1.2 研究意义.............................................................................................................2 1.2 国内外研究现状...........................................................................................................3 1.2.1 国外研究现状.....................................................................................................3 1.2.2 国内研究现状.....................................................................................................4 1.3 研究内容、方法与技术路线.......................................................................................5 1.3.1 研究内容.............................................................................................................5 1.3.2 研究方法与技术路线.........................................................................................6 2 西安世园音乐节发展现状及存在问题和成因分析......................................................................7 2.1 历届西安世园音乐节举办情况分析...........................................................................7 2.1.1 往届世园音乐节基本概况.................................................................................7 2.1.2 相关指标分析.....................................................................................................8 2.2 西安世园音乐节消费群体及满意度抽样调查分析...................................................8 2.3 西安世园音乐节存在问题及成因分析.....................................................................11 2.3.1 整体的策划和团队执行力方面不足...............................................................11 2.3.2 管理机制、服务水平、应急措施有待提升...................................................12 2.3.3 音乐节核心元素“艺人”板块，缺乏亮点.......................................................12 2.3.4 未形成良好的产业链.......................................................................................13 2.3.5 宣传力度不够...................................................................................................13 3 西安世园音乐节策划方案优化.........................................................................................................15 3.1 西安世园音乐节 SWOT 分析...................................................................................15 3.2.1 优势分析...........................................................................................................15 3.2.2 劣势分析...........................................................................................................16 3.2.3 机会分析...........................................................................................................17 3.2.4 挑战分析...........................................................................................................17 3.2 西安世园音乐节策划方案优化....