从中国汽车品牌营销看商业与艺术的结合

发布时间：2018-10-18 11:54

【摘要】：在竞争日益严酷的市场环境中,以追求市场份额和销售额最大化为核心目标的各大行业,在各自的营销策略中正逐步以各种方式持续不断地增加艺术营销在整体营销策略中的比重和频次。在商业与艺术结合的过程中,艺术为品牌带来的是常规广告和推广活动所无法实现的价值,这让尤其是以奢侈品和汽车为代表的大宗消费品行业对艺术营销青睐有加。但商业品牌如何与艺术在天然的矛盾和现实的结合中融合并发挥有效影响受众的作用?品牌价值与艺术形式的甄选存在着什么联系?什么是实施一场有效艺术营销活动的核心要素? 本文将通过国际知名汽车品牌在中国本土进行的与艺术结合进行品牌营销案例,从品牌营销的目的与要素、消费心理学和奢侈品的社会功能等理论分析并探讨艺术与商业结合的动因、双方之间的相互作用、不同品牌选择艺术营销形式与目的的不同、对于目标受众的影响以及对于商业提升的多重效果等方面,希望能为以上几个问题找到答案,并对国内自主品牌汽车在探索与艺术结合的营销之路提供借鉴与参考。
[Abstract]:In an increasingly competitive market environment, industries with the core goal of maximizing market share and sales, In their respective marketing strategies, art marketing is increasing the proportion and frequency of art marketing in the overall marketing strategy in various ways. In the process of combining business and art, art brings value to brands that can not be realized by conventional advertising and promotional activities, which makes the consumer goods industry, especially luxury goods and cars, favor art marketing. But how does commercial brand and art merge in the combination of natural contradiction and reality and play an effective role in influencing the audience? What is the relationship between brand value and the selection of artistic forms? What are the core elements of implementing an effective art marketing campaign? This article will carry on the brand marketing case from the brand marketing goal and the essential factor through the international well-known automobile brand to carry on the brand marketing case with the art union in the Chinese native place, The theory of consumer psychology and the social function of luxury goods analyzes and discusses the motivation of the combination of art and commerce, the interaction between the two sides, the different choice of art marketing form and purpose by different brands. For the impact of the target audience and the multiple effects of commercial promotion, we hope to find the answers to the above questions, and to provide reference for the domestic independent brand car in the exploration of the combination of art and marketing.
【学位授予单位】：中央美术学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F426.471;F274

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