Analysis on Practice Strategy of Music Marketing in Corporate Brand

摘要

Music marketing refers to a kind of marketing campaign by using music as a major instrument or tool. As a theory or concept of applied music economy, music marketing can subtly combine inner value of music with corporate brand appeal, also can strengthen connection between consumers and brands. This essay elaborates psychological basis of music marketing, and emphasizes practical strategy of music marketing, such as to win consumers recognition by taking music as a bridge, to convey corporate core idea by taking music as a carrier, to identify target consumers by taking music as a platform, to three-dimensionally build brand memory by taking music as an element.