Welcome to Francis Academic Press

Academic Journal of Business & Management, 2023, 5(15); doi: 10.25236/AJBM.2023.051506.

Research on the Current Situation and Strategies of Street Dance Competition Marketing

Author(s)

Li Yuexin

Corresponding Author:
Li Yuexin
Affiliation(s)

Department of Business Administration, Southwest Petroleum University, Chengdu, China

Abstract

With the development of cultural diversity, an increasing number of niche cultures are enriching consumers' lives. Many businesses utilize niche cultures to position and communicate their brand culture, and street dance is one of the most popular niche cultures among young people. Through literature review and analysis, we have found that street dance events attract young audiences and have significant dissemination effects on social media. However, challenges still exist in terms of event sustainability, brand positioning, and fundraising. Therefore, we propose the following marketing strategies: creating unique viewing experiences, expanding social media exposure, establishing brand partnerships and sponsor relationships, and strengthening market promotion. Additionally, we recommend enhancing collaborations with organizations and communities, integrating online and offline channels, and creating a comprehensive event experience. The findings of this study will contribute to enhancing the brand influence of the events, increasing audience participation, and attracting sponsor attention, thereby promoting the development of street dance culture.

Keywords

event marketing, street dance, marketing status quo, strategic recommendations

Cite This Paper

Li Yuexin. Research on the Current Situation and Strategies of Street Dance Competition Marketing. Academic Journal of Business & Management (2023) Vol. 5, Issue 15: 36-40. https://doi.org/10.25236/AJBM.2023.051506.

References

[1] Gogerly L. Street Dance[M]. Lerner Publications, 2011. 

[2] Swami V, Tovée M J. A comparison of actual-ideal weight discrepancy, body appreciation, and media influence between street-dancers and non-dancers[J]. Body Image, 2009, 6(4): 304-307.

[3] Tumová V, Reguli Z. Not only dancing: lifestyle and culture in the phenomenon of streetdance battle[C]//Scientific Congress on Martial Arts and Combat Sports. 2011: 128-129.

[4] Gupta S. Event marketing: Issues and challenges[J]. IIMB Management Review, 2003, 15(2): 87-96.

[5] Wood E H, Masterman G. Event marketing: Measuring an experience[C]//7th International Marketing Trends Congress, Venice. 2008, 35.

[6] Chi H. The Current Popularity of Street Dance in China[C]//Singapore Management and Sports Science Institute (Singapore), Information Engineering Research Institute (USA). Proceedings of 2018 3rd ISSGBM International Conference on Social Sciences and Education (ISSGBM-SSE 2018). Proceedings of 2018 3rd ISSGBM International Conference on Social Sciences and Education (ISSGBM-SSE 2018),2018:78-84.

[7] Deuk Mo Kang,Yu Won Kang,Ju Sun Ryu. An Investigation into the Belonging of Street Dance to Sports[J]. Korean Journal of Sports Science,2018,27(2).

[8] Hyun-Jung Kil. A Strategic Development Plan Utilizing the Street Dance as Cultural Contents[J]. Journal of the Korea Entertainment Industry Association,2014,8(3).

[9] Zhang Youmeng. The Analysis of the Current Stage about Level and Market Development in Chinese Street Dance[P]. 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022),2022.