From The Chinese Automobile Brand Marketing, Business And Art Combination

It's not difficult for us to find that the key consumer industries whose proven number one priority should be to increase the market share and sales volume are steadily increasing the percentage and frequency of the art related marketing strategy and tactics. In the more and fiercer market competition, these key market players, especially the luxury goods and automobile brands, have realized that the art related marketing: strategies could bring them more and more added value which the regular advertisement or events could not. What's the reason behind the trend? How do they harmoniously combine the business and arts which are featured as advanced and non-commodity? What are the real objectives of the art campaign strategies and how to influence the target market or audience in an effective way? Any connections between the brand characters and the selected artists?Through the marketing management theories, the social functions of luxury goods/cars and a few case studies which were operated by the international auto brands in China, this paper will analyses the art campaigns, key incentives, objectives, major factors of how to select the proper artists & works, the solutions of combining the two things effectively together to promote the brand value. The author hopes the work can provide the local car companies some reference and insight.