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论文编号：	10464
作者编号：	2220160829
上传时间：	2018/12/6 16:00:16
中文题目：	L画廊书画艺术品市场营销战略研究
英文题目：	Research on Marketing Strategy of Painting and Artwork in L Gallery
指导老师：	吴晓云
中文关键字：	书画艺术品；艺术品市场；市场营销；营销战略；企业战略
英文关键字：	Painting and calligraphy art；Art market；Marketing；Marketing strategy；Corporate strategy
中文摘要：	书画艺术品市场作为一个特殊的市场，其消费品、消费受众、消费方式都 有着其特殊性与复杂性。随着近年来国家对传统文化的大力弘扬，书画艺术品 市场也越来越获得大众的青睐，成为了不同层级消费群体所涉足的新领域，但 是由于一系列因素的制约，使得我国书画艺术品市场泡沫化趋势严重，极大地 消耗了书画收藏者、书画投资者的热情，导致了书画艺术品在市场中流动性增 加，在很大程度上造成了书画艺术品市场混乱，恶性竞争加剧，这对书画艺术 品经营企业是很不利的。对于书画艺术品经营企业来说，为了在目前的书画艺 术品市场中占据优势，就必须采取有效的营销措施来吸引更多的消费受众，从 而扩大企业竞争力。而营销战略是企业运作过程中必不可缺的重要战略，关系 到企业的直接经济利益，高效的营销战略是企业能够在复杂的市场竞争中占据 有利地位的关键因素之一。 由于书画艺术品市场其本身的特殊性，在制定书画艺术品的营销战略时也 应当着眼于这一市场与普通商品市场的不同之处，加强对现阶段书画艺术品市 场的分析，直面市场现状，通过对市场问题及成因的剖析来找到战略制定的突 破口。基于此，本论文在对书画艺术品营销相关理论加以整合的基础上，以 L 画廊为例，结合其实际情况针对当前中国书画艺术品市场的现状、趋势及存问 题展开了分析，认为了中国书画艺术品市场面临着泡沫化趋势加剧的问题。再 根据市场细分、目标市场选择、目标市场定位以及营销战略制定提出了书画艺 术品市场营销战略设计方法，最后从营销理念、营销机构、营销团队、营销伙 伴、打击赝品造假五个角度提出了书画艺术品市场营销战略的实施保障，希望 能够为中国书画艺术品市场的良性发展以及书画艺术品经营企业的高效运营提 供一定的理论参考。
英文摘要：	As a special market, the art of painting and calligraphy has its particularity and complexity in its consumer goods, consumer audience and consumption patterns. With the vigorous promotion of traditional culture in recent years, the art market of painting and calligraphy has become more and more popular among the public, and has become a new field in which different levels of consumer groups are involved. However, due to a series of factors, China’s painting and calligraphy art has been made. The market bubble trend is serious, which greatly consumes the enthusiasm of the collectors of calligraphy and painting and the investors of calligraphy and painting, which leads to the increase of the mobility of painting and calligraphy art in the market, which has caused the chaos of the art of painting and calligraphy to a large extent, and the vicious competition has intensified. It is very unfavorable for the management of painting and calligraphy art. For the management of painting and calligraphy art, in order to occupy an advantage in the current art market of painting and calligraphy, effective marketing measures must be taken to attract more consumer audiences, thereby expanding the competitiveness of enterprises. The marketing strategy is an indispensable strategy in the process of business operation. It is related to the direct economic interests of enterprises. Efficient marketing strategy is one of the key factors for enterprises to occupy a favorable position in complex market competition. Due to the particularity of the painting and calligraphy art market, the marketing strategy of painting and calligraphy art should also focus on the difference between this market and the general commodity market, strengthen the analysis of the current stage of painting and calligraphy art market, and face the market status quo. Through the analysis of market problems and causes, we can find a breakthrough in strategy formulation. Based on this, based on the integration of the theories related to the art of painting and calligraphy, this thesis takes L Gallery as an example, and combines its actual situation to analyze the current situation, trend and existence of the Chinese painting and calligraphy art market, and considers Chinese painting and calligraphy. Abstract III The art market is facing an escalation of the bubble trend. According to market segmentation, target market selection, target market positioning and marketing strategy formulation, the marketing strategy design method of painting and calligraphy art was put forward. Finally, it was proposed from the five perspectives of marketing concept, marketing organization, marketing team, marketing partner and counterfeiting. The implementation guarantee of the marketing strategy of calligraphy and painting art hopes to provide a certain theoretical reference for the benign development of Chinese painting and calligraphy art market and the efficient operation of painting and calligraphy art management enterprises.
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