Xiaolin Qiu

Date of Award


Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Zhang Jin


The vibrant Taikoo Li art district in Chengdu is home to Art House, a rental company. Art House provides high-quality art and excellent service to make art more accessible and pleasurable. Art House has a detailed business strategy with numerous performance goals to meet the aims. To start, 30 brilliant artists and 5 recognized galleries will collaborate to provide a wide and high-quality art inventory. Art House offers customers a wide range of art by curating a diverse array of genres, materials, and topics. Second, participating in 5 major art events and exhibitions will increase market share. These events highlight the curated art collection and allow for customer engagement and art community networking. To expand reach and consumer base by 30%, strategic alliances will be developed with 10 interior designers, 3 real estate developers, and 2 event organizers. This cooperation will help Art House reach new markets and attract residential and commercial art rental consumers. Another key business plan element is individualized art selections. Art House knows every customer has different art tastes. Each buyer will be contacted to learn about their aesthetic preferences and planned use for the leased art pieces. By obtaining this information, Art House can make art recommendations that match the customer’s concept and enrich their area. Each consumer should feel heard, understood, and satisfied with their Art rental experience to achieve high customer satisfaction. Excellent customer service underpins the business strategy. Customer service at Art House is fast and professional. Customers receive experienced advice and solutions within 24 hours from the specialized support team. Art House aims for 95% customer satisfaction by emphasizing client demands and providing a smooth and pleasurable experience. Customer service should be a long-term relationship based on trust and reliability. Marketing campaigns will be inventive across mediums. Brand visibility and audience reach will be increased through digital marketing. Online advertising, SEO, and engaging social media promotions are examples. To boost brand awareness and attract clients, art-related events, exhibitions, and collaborations will be held. Implementing these marketing methods aims to improve website traffic by 30% and social media followers by 50%. Art House is confident in becoming a prominent Art rental brand by meeting these performance goals. The mission is to become clients’ preferred Art rental agency by offering a unique art experience with high-quality art, excellent service, and individualized attention to detail.