The Study Of Corporate Art Sponsorship

The Corporate arts sponsorship is growing up from unilateral subsidize, which has been a tradition in Europe and America, to interactive cooperation of both corporate and art. It's the universal trend that Chinese was engulfed involuntarily, even enterprisers and artists in China just realized the potential value of each other. Through the professional sensitivity of an art manager, the author bring into focus the strategic corporate act of enterprisers and artists and analyzes the typical phenomenon in order to explore the essence of corporate arts sponsorship and expose its following regulations.Including the introduction and conclusion, this thesis embodies totally six chapters. The first chapters are for defining the art sponsorship and art management. According to theories of Management, economics, sociology and experiences of investigation, the author uses chapters III to conclude the strategic cooperation model of corporate arts sponsorship, and chapters IV to demonstrate the main goal of art sponsorship that is to achieve an equal status in the mutual cooperation, keep the independence of art and promote its competitive strength through art marketing.Conducted by the art managers, the strategic cooperation model begins with strategic cooperative plan and analyzes advantages roundly of both sides so that artists and enterprisers can learn from other's strong points to offset their own weakness then produce new value; Meanwhile, during the cooperation process, art and companies have been exchanging the value according as the principle of equality and reciprocity so as to make it a virtuous circle of the cooperation finally.The conclusion of this thesis can be simplified into a formula as follow:Based on the mutual need strategic planning: exchange for value model + appropriate profit distribution =Sustainable cooperation modelWith the rapid development of present society, corporate arts sponsorship in China has been developing a characteristic, just as suited to China's particular conditions and the cooperation model between corporate and art. Through the medium of art management, an innovative cooperative entity shall be built and a win-win strategic cooperation shall be carried out in order to make the goal of fully development.