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论文编号：	10901
作者编号：	2220160615
上传时间：	2019/6/13 9:29:13
中文题目：	J书画艺术馆市场营销环境分析及营销策略研究
英文题目：	Research on Marketing Environment Analysis and Marketing Strategy of L Art Museum
指导老师：	吴晓云
中文关键字：	J书画艺术馆；书画艺术品市场；市场营销；营销策略；制度保障
英文关键字：	J Museum of Calligraphy and Painting；Calligraphy and painting art market；Marketing；Marketing strategy；Institutional guarantee
中文摘要：	我国已经经历了近70年的发展过程，这一期间，我们党带领全国人民取得了改革开放和社会主义现代化建设的历史性成就，解决了很多长期想解决而没有解决的难题，办成了很多过去想办没有办成的大事。随着我国经济的发展和人民收入水平的提高，人们不再局限于衣食住行，更加强调对精神文化生活的需求。这种需求作为风向标，影响着我国书画收藏市场，致使我国的书画艺术馆如雨后春笋般涌现。相关书画艺术品行业越来越成为公众满足精神文化需求的重要领域，也逐步成为公众收藏和买卖的首选，我国书画艺术品市场正经历一场新的变革和升级。因此，本文正是以自身所在行业为出发点，通过分析市场及相关营销策略在书画艺术品市场的分析与应用，着眼于我国书画艺术品的研究，形成对我国书画艺术品市场的分析和营销策略的研究工作。相关书画艺术品行业越来越成为公众满足精神文化需求的重要领域，也逐步成为公众收藏和买卖的首选，因此，书画艺术品市场迅速蓬勃发展起来。本文以J书画艺术馆为研究内容，通过对J 民营书画艺术馆在市场营销和市场分析中的各项案例，分析出我国书画艺术品的市场营销过程中的问题与如何进行正确分析市场和营销书画艺术品的策略研究。J书画艺术馆是一家冉冉兴起的书画艺术品经营企业，其业务范围涉及到书画艺术品行业的各个流程，此书画艺术馆经过多年发展，也形成了比较牢固的行业地位。但是着眼于书画艺术馆和行业的未来，我们更应该从未来及整个书画艺术馆的角度为书画艺术馆的发展提出一些有益研究，以促进整体书画艺术馆行业的发展。 本文通过对于研究背景、研究内容、研究方法等的介绍，确定研究问题的重要性、研究意义和研究思路。然后对于书画艺术品市场的相关文献资料进行综述和研究，积累研究资料和相关理论。本文以我国书画艺术品市场进行研究分析，并以J书画艺术馆的发展经验过程为基础进行整体市场的研究。通过研究J书画艺术馆在书画艺术品市场分析及营销策略的过程中的现状、问题，进行我国书画艺术品市场的整体分析和营销策略研究。为确保研究的深入及与当下实际更紧密的结合，经过对J书画艺术馆的书画艺术品市场及营销分析，了解我国书画艺术馆在市场和运营中存在的问题，然后分析J书画艺术馆相应的营销环境及营销战略的制定，而后进行营销组合策略、服务策略和相关数字媒体营销沟通方面的创新政策的制定。最后，是进行这些营销实施的保障措施，包括法律及行业规制，J书画艺术馆本身的制度管理建设和相关人才的培养。通过这些制度保障，探索我国书画艺术品市场的市场分析及营销策略新方式和建议。
英文摘要：	Our country has gone through nearly 70 years of development. During this period, our Party has led the people of the whole country to achieve historic achievements in reform, opening up and socialist modernization, solved many long-term problems that have not been solved, and accomplished many major tasks that have not been accomplished in the past. With the development of our country's economy and the improvement of people's income，people are no longer confined to food, clothing, housing and transportation, but more emphasis on the need for spiritual and cultural life. As a vane, this demand affects the collection market of Chinese painting and calligraphy, resulting in the mushrooming of Chinese painting and calligraphy galleries. The related calligraphy and painting art industry has increasingly become an important field for the public to meet their spiritual and cultural needs, and has gradually become the first choice for the public to collect and buy, the market of calligraphy and painting works of art is winning an unprecedented development opportunity. Therefore，this paper is based on its own industry as the starting point， through the analysis and application of the market and related marketing strategies in the art market of painting and calligraphy，focusing on the study of Chinese painting and calligraphy art，the formation of the analysis of Chinese painting and calligraphy art market and marketing strategy research. J painting and calligraphy art gallery is a rising painting and calligraphy art business enterprise. Its business scope involves various processes of the painting and calligraphy art industry. After years of development, this painting and calligraphy art gallery has formed a relatively solid position in the industry. However, focusing on the future of painting and calligraphy art museum and industry, we should put forward some beneficial research for the development of painting and calligraphy art museum from the perspective of the future and the whole painting and calligraphy art museum, so as to promote the development of the whole painting and calligraphy art museum industry. Through the introduction of the research background，content and methods， this paper determines the importance，significance and thinking of the research. Then it summarizes and studies the literature and materials related to the art market of painting and calligraphy，and accumulates the research materials and relevant theories. This paper studied and analyzed the market of Chinese painting and calligraphy works of art. Based on the development experience of J Museum of Calligraphy and Painting, the overall market is studied. Through the study of J Museum of Calligraphy and Painting Art in the process of market analysis and marketing strategy of the status quo, problems, the overall analysis and marketing strategy of China's Calligraphy and Painting Art Market. In order to ensure the in-depth research and closer combination with the current reality，through the analysis of the art market and marketing of J painting and calligraphy art museum，the existing problems in the market and operation of Chinese painting and calligraphy art museum are determined. Then，it analyzes the corresponding marketing environment and the formulation of marketing strategy of J art gallery，and then formulates the marketing mix strategy，service strategy and related innovative policies of digital media marketing communication. Finally，it is the safeguard measures for the implementation of these marketing，including laws and industry regulations，the system management and construction of J painting and calligraphy art museum itself，and the cultivation of relevant talents. Through these institutional safeguards，we will explore new ways and Suggestions for market analysis and marketing strategies of Chinese calligraphy and painting art market.
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