以融合营销重构书画博览会价值链——以中国书画名家精品博览会为例

发布时间：2018-03-17 06:40

  本文选题：大众营销　切入点：中国书画名家　出处：《青年记者》2017年24期 　论文类型：期刊论文

【摘要】：正现阶段,中国书画市场处于低谷,但艺术活动如雨后春笋,层出不穷,既有大型书画博览会,也有联展或个展等艺术推广活动。这些活动虽然丰富了书画圈的学术交流,但未能提振艺术机构信心,推动市场繁荣。究其原因,这些大型活动还是停留在形象工程或者传统的活动营销层面,只关注了书画产业链的部分因素。在移动互联网时代,传播渠道是碎片化的,消费者是碎片化的,大众营销已不能适应市场需求。互联网时代倡导融合营
[Abstract]:At this stage, the Chinese calligraphy and painting market is at a low ebb, but artistic activities have sprung up in endlessly, ranging from large-scale calligraphy and painting fairs to art promotion activities such as joint exhibitions and solo exhibitions. These activities have enriched academic exchanges in the calligraphy and painting circles. But they have failed to boost the confidence of art institutions and promote market prosperity. The reason is that these events remain in the image engineering or traditional marketing level, focusing only on some of the elements of the painting and calligraphy industry chain. In the age of the mobile Internet, Communication channels are fragmented, consumers are fragmented, and mass marketing can no longer meet the needs of the market.
【作者单位】： 齐鲁晚报;
【分类号】：J2-28
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本文编号：1623610