The Application Of Color In Marketing Research

In the human history, Chinese were good at color utilization, and established the traditional applications which the typical example was five colors theory. Forbidden City presents the highest level of the china color application that made vivid color with grey harmonious. However, history just was the past, things are changing now. The color marketing of China developed as fast as the economy and the world fashions are moving from western to eastern worldWe found that the realization of color and color marketing was quite shallow for business, they just thought the change of product color was color marketing and short of sensitivity and complexity of color marketing .we chose the most typical motor industry as the study object, analyzed the color designation, marketing model , marketing planning and so on. We also took the QIRUI QQ as a successful case and provided the theory and application guide for business color marketing.Firstly, this thesis combined the theory with practice and depicted the color physical essence, chemical carrier, expression methods and mixture based on the color theories that gave out the basic knowledge of color, and then detailed described the basic theory of color marketing which is color seasonal theory. Secondly, this thesis elaborated the relationship of color marketing and 4P, and made people realize that color and marketing are integrated other than isolated. Then, it analyzed the strategy of color marketing deeply and indicated the complexity, diversity and sensitivity of color marketing. It also gave an introduction of current color situation of motor industry and focused on the analysis of successful experience of color marketing of QIRUI QQ in order to supply a reference of color marketing to other business. Thirdly, this thesis explained how to regard the relationship of color and marketing correctly through some issues of color marketing which needed pay more attention. It also elucidated the color matches, color contrast and also explained how to prevent the color abuse and common harm. Finally, this thesis showed the current color situation and existing problems of china business and pointed out the right direction for color application in marketing.