论中国画市场营销策略
发布时间:2018-02-09 00:20
本文关键词: 艺术品营销 中国画 字画营销 出处:《对外经济贸易大学》2006年硕士论文 论文类型:学位论文
【摘要】: 本文所指的中国画指的是以中国传统画法为基础所作中国传统画以及与此相关的书法作品,它是目前国内艺术品交易数量最多的艺术门类。本文的目的是总结自己的中国画经营的经验,探索其营销的规律与策略要用现代工商管理理论指导经营。 本文总结了我国文化艺术品市场的发展阶段,分析了作为文化艺术商品的中国画特点:既有文化艺术品的精神属性,也具备商品的共同属性。它具有价值的审美性、价值的多维性、价值的持久性以及价值的增值性等四个属性。目前我国的字画市场处于全面发展时期,一方面,市场潜力巨大,参与者众多,另一方面,整体经营水平较低,诚信较差,市场的外部环境不健全,政府与行来监管与协调不够。本文认为,除了要规范我国文化艺术市场,强化监管外,对于中国画的经营者来说,目前主要做好三个方面的工作。首先,要用现代营销理论来整合自己的经营。为此要以产品整体概念来规划中国画的营销,科学定位,实现差异化营销。其次,选择适合自己的销售渠道,根据自己的实力,除了采取传统的商店销售外,还可以采取画廊代理、拍卖、经纪人代理、网络营销以及笔会等多种销售渠道。最后,科学定价,明确需求导向与竞争导向的基本定价方法,同时,还要善于利用各种中国艺术品指数指导字画的定价。
[Abstract]:The Chinese painting in this paper refers to the Chinese traditional painting based on the Chinese traditional painting method and the calligraphy works related to it. The purpose of this paper is to sum up our own experience in the management of Chinese paintings and to explore its marketing laws and strategies to use modern industrial and commercial management theory to guide management. This paper summarizes the stage of development of Chinese cultural art market, analyzes the characteristics of Chinese painting as a cultural and artistic commodity: both the spiritual attribute of cultural art and the common attribute of commodity. At present, the Chinese calligraphy and painting market is in a comprehensive development period. On the one hand, the market potential is huge, the participants are numerous, on the other hand, the overall management level is relatively low. The integrity is poor, the external environment of the market is not perfect, and the supervision and coordination between the government and the industry is not enough. This paper holds that, in addition to standardizing our country's cultural and artistic market and strengthening the supervision, it is also for the operators of Chinese painting. At present, we should do a good job in three aspects. First, we should use modern marketing theory to integrate our own management. For this reason, we should plan the marketing of Chinese painting with the overall concept of product, scientifically position it and realize differential marketing. Secondly, Choose the right sales channels, according to their own strength, in addition to the traditional store sales, but also take gallery agents, auctions, brokers, network marketing and pen sessions and other sales channels. Finally, scientific pricing, Make clear the basic pricing method of demand-oriented and competition-oriented. At the same time, we should be good at using various Chinese art indices to guide the pricing of calligraphy and painting.
【学位授予单位】:对外经济贸易大学
【学位级别】:硕士
【学位授予年份】:2006
【分类号】:J124
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