When Brands Met Romance By Chance : The First Exploration Of Artistic Marketing Communication

Contemporary consumer culture is transform from the mass consumption to symbol consumption which is full of aesthetic and cultural significance. In the era of information explosion, the consumer produced negation to the traditional marketing communication means. Artistic marketing as a way is to better into the consumers’ heart.Artistic marketing has been used by a lot of brands and enterprises. Artistic marketing is gradually becoming a tide of brand marketing communication, but the research of brand artistic marketing communication mode is close to zero. This research is starting from the change of marketing paradigm and research the necessity of appearance of brand artistic marketing communication. As well, author put forward the concept of brand artistic marketing communication and artistic communication propagation path based on brand equity reference to experience. In this study the first chapter mainly discusses the research background of brand artistic marketing communication, research significance, and the domestic and foreign related research about brand media, consumer culture,marketing management and research method. The second chapter mainly introduces the marketing paradigm change of the production of artistic marketing, and puts forward the concept of artistic marketing from the angle of brand communication. The third chapter was based on consumer brand equity. The author puts forward the brand artistic marketing propagation path, combined with the case of induction summarizes the three modes of art marketing communication channels of product artistic, place artistic and brand concept artistic. At the same time, these three models can form a system of marketing mix of art— " PPC artistic marketing mix". The fourth chapter was mainly empirical study. The interviews are find marketing effect from three dimensions:attitude, experience, behavior as well as the brand communication effect. The last chapter puts forward the strategies and methods based on the previous theoretical analysis, cases and on the basis of empirical research for other brands.