锦瑟画廊的营销传播策略研究

发布时间：2018-11-20 16:22

【摘要】：自上个世纪九十年代初国内诞生现代意义上的画廊以来，中国画廊行业已经经历20多年的发展，无论是数量上，还是在规模上均取得了长足的发展。2000年至今，中国艺术市场在持续发展的过程中，已经逐步形成了以画廊为主体的一级市场，以拍卖行为主体的二级市场，以及以艺术博览会为主体的一级半市场彼此分工，相互扭合的市场结构。但是，由于中国画廊业起步较晚，相关的法律法规和行业规范都还不完善，导致了中国画廊行业中仍然存在着经营者定位模糊、职业道德缺失等一系列的问题，画廊的一级市场作用并不突出，经营状况普遍不够理想。本论文从中国画廊经营现况及特点入手，以重庆锦瑟画廊的成功经验为例，，深入分析其在定位策略、宣传策略、公关策略及员工培训等方面的独到之处，尝试总结一套切合中国画廊经营特点的营销传播策略，希望能为该行业的长足发展提供有益借鉴。
[Abstract]:Since the birth of modern galleries in China in the early 1990s, China's gallery industry has experienced more than 20 years of development, both in terms of quantity and scale. In the process of sustainable development of Chinese art market, the primary market with gallery as the main body, the secondary market with auction behavior main body and the first-level semi-market with art exposition as the main body have gradually formed a division of labor among themselves. A twisted market structure. However, due to the late start of the art gallery industry in China and the imperfect laws and regulations and industry norms, there are still a series of problems in the Chinese gallery industry, such as the vague positioning of the operators and the lack of professional ethics. Gallery's primary market function is not outstanding, the management condition is generally not ideal. This paper starts with the current situation and characteristics of Chinese galleries, taking the successful experience of Chongqing Jinfer Gallery as an example, and deeply analyzes its unique characteristics in the aspects of positioning strategy, publicity strategy, public relations strategy and staff training, etc. This paper attempts to sum up a set of marketing and communication strategies suitable to the characteristics of Chinese galleries, hoping to provide useful reference for the rapid development of the industry.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J2-29

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