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
Art Market Studies
About this Item
- Title
- 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
- Contributor Names
-
Liu, Yi (Author)
-
Fashion Institute of Technology, State University of New York. Art Market Studies (Degree granting institution)
-
Degen, Natasha (Thesis advisor)
- Date
- 2024
- Degree Information
- M.A. Fashion Institute of Technology, State University of New York 2024
- Department: Art Market Studies
- Advisor: Natasha Degen
- Committee members: Paul Melton; Brooke Carlson
- Abstract
- 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.
- Rights
- In Copyright
- The copyright for this work is held by its author/creator(s). Usage of this material beyond what is permitted by copyright law must first be cleared with the rights-holder(s). This work has been made available online by the Fashion Institute of Technology Gladys Marcus Library strictly for research and educational purposes. If you are the copyright holder for this work and have any objections to this work being made available online, please notify us immediately at [email protected].
- This item must not be sold to any third party vendors.
- Identifier
- FIT Repository ID: etd_001017
- URN/ISBN: 9798302880277
- Related Materials
- Also available from ProQuest
- Source: Masters Abstracts International, Volume: 86-08.
- Language
- English
- Publisher
- Ann Arbor : ProQuest Dissertations & Theses,
Citation
Liu, Y. (2024). 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 [Master's thesis, Fashion Institute of Technology, State University of New York]. FIT Institutional Repository. https://institutionalrepository.fitnyc.edu/item/599999
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. 2024. Fashion Institute of Technology, State University of New York, Master's thesis. FIT Digital Repository, https://institutionalrepository.fitnyc.edu/item/599999
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." Master's thesis, Fashion Institute of Technology, State University of New York, 2024. https://institutionalrepository.fitnyc.edu/item/599999