นวัตกรรมการสร้างสรรค์แนวคิดธุรกิจเทศกาลดนตรีสากลในประเทศไทย: เป็ปซี่ พรีเซ็นท์ เอสทูโอ สงกรานต์ มิวสิคเฟสติวัล 2016

Authors

อ.ดร.วิเชียร ลัทธิพงศ์พันธ์, น.ส.ภัตติมา สืบสายสิงห์

Published

3rd Knowledge and Digital Society National Conference 2017

Abstract

The purpose of this research is to study the adaptation of western music
festival model in order to create international music festivals in Thailand including
communicating in business model of Pepsi S2O music festival that has an influence on
entrepreneurs and sponsors.
It is qualitative research that focused on Pepsi Presents S2O Songkran Music
Festival 2016. Data collecting was conducted with 3 methods: Document Analysis,
Qualitative Content Analysis and In-Depth Interview.
The findings showed that the creator of the music festival adopted and
accepted innovations which were music festivals and electronic dance music (EDM)
from Western cultures. Moreover, the creator adapted it to the Thai social context
through Songkran festival by using water as means of communication in this music
festival. It could be seen as the transmission of innovation to the members of the
society. Therefore, it is concluded that the process of creating innovative
communication of music festivals by using EDM plus music festival and public relations
model that consisted of 3AC process; Adopt, Accept, Apply and Create.
Moreover, the findings showed that in 2018, communication business model
of Pepsi S2O music festival has a positive effect on entrepreneurs in expanding their
businesses to Japan by selling the copyright of Pepsi S2O music festival to Japanese
investors. Besides, Pepsi-Cola (Thai) Trading Company Limited, who is a sponsor for
Pepsi S2O music festival, will gain advantages in brand image and brand recall from
consumers.

นวัตกรรมการสร้างสรรค์แนวคิดธุรกิจเทศกาลดนตรีสากลในประเทศไทย: เป็ปซี่ พรีเซ็นท์ เอสทูโอ สงกรานต์ มิวสิคเฟสติวัล 2016. คณะวิศวกรรมศาสตร์ มหาวิทยาลัยนเรศวร, 3rd Knowledge and Digital Society National Conference 2017 (30-37).