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论文编号：	10447
作者编号：	2120162869
上传时间：	2018/12/6 15:19:15
中文题目：	仿真字画艺术复制品的营销策略研究
英文题目：	Research on Marketing Strategy of Imitation Calligraphy and Painting Replica
指导老师：	赵伟
中文关键字：	艺术复制品；营销策略；市场需求；发展模式
英文关键字：	Art Replica; Marketing Strategy; Market Demand; Development Mode
中文摘要：	仿真字画艺术复制品在我国艺术发展历史上留下了浓墨重彩的一笔，它为传统艺术得以延续发挥了不可磨灭的作用。随着历史的不断发展，时代又赋予了仿真字画艺术复制品又一新的意义，它不但能为人所收藏，还能够成为广大民众普及文化的直接形式，可以在高档酒店充当装饰物，可以作为艺术机构的科研用具，还可以成为相关的衍生产品用于日常消费。国内关于仿真字画艺术复制品市场的相关研究，不但能够促进艺术品市场的进一步发展，还能够科学分析仿真字画艺术复制品存在的文化价值及其合理性，从而进一步普及中国传统文化、传承传统美德。事实上，仿真字画艺术复制品并不是人们所理解的对艺术的腐蚀、糟践，或扰乱艺术品市场的糟粕，而是能够弘扬艺术文化且具有广泛使用价值的瑰宝。 本文以营销策略理论和仿真字画艺术复制品的有关知识作为依据，着眼于仿真字画艺术复制品营销领域，通过对文化艺术品中介、消费者、竞拍者等对象的需求识别、分析和利用，研究仿真字画艺术复制品的营销方式和运营模式。此外，本文还使用PEST、SWOT分析以及STP、7Ps等工具论证了仿真字画艺术复制品经营企业在清楚分析自身所具备的优劣势情况下，如何合理利用外部环境，掌握市场需求，确定市场定位。最后，本文以Q文化艺术品交易所为例，对该所仿真字画艺术复制品的营销策略进行了分析，挖掘出了Q文化艺术品交易所仿真字画艺术复制品营销方面存在的问题，并根据STP和7Ps理论，对Q文化艺术品交易所如何做好仿真字画艺术复制品营销进行了阐述。
英文摘要：	Imitation Calligraphy and Painting Replica has left a strong mark in the history of Chinese art development, which has played an indelible role in the continuation of traditional art. With the continuous development of history, the era has given a new meaning to the imitation calligraphy and painting replica. It can not only be collected by people, but also become a direct form of popular culture for the general public. It can be used as ornaments in high-end hotels, as scientific research tools of art institutions, and also as related derivatives. Goods are used for daily consumption. Domestic research on the market of imitation calligraphy and painting replica can not only promote the further development of the art market, but also scientifically analyze the cultural value and rationality of the existence of imitation calligraphy and painting replica, so as to further popularize Chinese traditional culture and inherit traditional virtues. In fact, the imitation calligraphy and painting replica is not the erosion, bad practice of art, or the dross that disrupts the art market, but the treasure that can carry forward the art culture and has extensive use value. Based on the theory of marketing strategy and the knowledge of imitation calligraphy and painting replica, this paper focuses on the field of imitation calligraphy and painting replica marketing, and studies the marketing mode and operation model of imitation calligraphy and painting replica by identifying, analyzing and utilizing the needs of cultural and art intermediaries, consumers and bidders. In addition, this paper also uses PEST, SWOT analysis and STP, 7Ps and other tools to demonstrate how to make rational use of the external environment, grasp market demand and determine market positioning in the case of a clear analysis of their own strengths and weaknesses. Finally, this paper takes Q Cultural and Art Exchange as an example to analyze the marketing strategy of the simulated calligraphy and painting art replicas, dig out the problems existing in the marketing of the simulated calligraphy and painting art replicas of Q Cultural and Art Exchange, and according to STP and 7Ps theory, how to do a good job of the simulated calligraphy and painting art replicas of Q Cultural and Art Exchange. The marketing of technical replicas is elaborated.
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