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A Journey of Integrating Technology ...

Liu, Yi,

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A Journey of Integrating Technology and Art: Xiaomi Group's Marketing and Branding CROSSPARK International Culture and Creative Consultancy = = 科技和艺术的融合之旅：小米集团的市场和品牌 /

Record Type:	Electronic resources : Monograph/item
Title/Author:	A Journey of Integrating Technology and Art: Xiaomi Group's Marketing and Branding CROSSPARK International Culture and Creative Consultancy =/ Yi Liu.
Reminder of title:	科技和艺术的融合之旅：小米集团的市场和品牌 /
Author:	Liu, Yi,
Description:	1 electronic resource (86 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-08.
Contained By:	Masters Abstracts International86-08.
Subject:	Arts management. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31765869
ISBN:	9798302880277

A Journey of Integrating Technology and Art: Xiaomi Group's Marketing and Branding CROSSPARK International Culture and Creative Consultancy = = 科技和艺术的融合之旅：小米集团的市场和品牌 /
Liu, Yi,

A Journey of Integrating Technology and Art: Xiaomi Group's Marketing and Branding CROSSPARK International Culture and Creative Consultancy =科技和艺术的融合之旅：小米集团的市场和品牌 /Yi Liu. - 1 electronic resource (86 pages)

Source: Masters Abstracts International, Volume: 86-08.

Cross-industry collaborations as a marketing strategy are not new. Luxury brands have long mastered the art of leveraging artistic associations in their process of decommercialization, aiming to reshape their brand image to emphasize their cultural depth. However, in recent years, marketing practices that involve collaborating with artists and leveraging the power of art have spread across a wider range of industries. Especially with the rapid growth of technology, more tech companies are now using art in their marketing efforts to make their products stand out in a sea of similar offerings, creating emotional connections and a sense of uniqueness.This thesis comprises a case study (Part 1) and a business plan (Part 2). Unlike the fashion or luxury industries, which have a long and rich history of integrating art, the emerging tech sector has not yet fully explored or systematically utilized art as a marketing tool. Moreover, there is a lack of extensive academic research to support and guide such initiatives. The case study requires the collection and analysis of a significant amount of news, data, and information to create an original reference. It first analyzes how Xiaomi Group utilizes art for brand marketing, examining the advantages and challenges of this strategy. It then offers valuable insights and opportunities for the business plan of CROSSPARK International Culture and Creative Consultancy, a company that specializes in planning and consulting for corporate-artist collaborations. Part 2 explores potential business opportunities and feasibility plans for such partnerships.

English

ISBN: 9798302880277Subjects--Topical Terms:

3168382
Arts management.
Subjects--Index Terms:

Art and technology

A Journey of Integrating Technology and Art: Xiaomi Group's Marketing and Branding CROSSPARK International Culture and Creative Consultancy = = 科技和艺术的融合之旅：小米集团的市场和品牌 /
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