艺术网络营销
发布时间：2018-08-09 11:47
【摘要】： 很多人都这么认为：中国艺术品市场是由二级市场所带动的。 按国外艺术市场发展的经验,当艺术家完成作品首先会交给画廊代理,画廊担任艺术中介者的角色,运用它的专业将作品大力宣传并介绍给买家,当艺术家广为人知之后,他的作品能够大量流通之时,如果收藏家要出让他们的藏品,才会交由拍卖公司拍卖;因此一般称画廊为一级市场,而拍卖会则为二级市场；国外艺术市场的发展是先一级市场成熟后,再推至二级市场的诞生,是按市场“推”的力量逐步发展而成的。 反观中国的市场刚好相反,率先由拍卖会来主导,当拍卖会钦点艺术家的作品成功拍出之后,艺术家便很容易为买家所认识、所追捧,在加上改革开放后,这几年经济发展形势迅猛,让每场拍卖会都取得不错的成绩,倒过来影响对艺术品的大量需求,在短期间内不仅拍卖公司激增,连带地更促进了画廊的兴旺发展；画廊的诞生是因应客户强烈的购买需求,因此中国艺术市场的形成很明显体现另一种由拍卖会领军,激发买家要货那股市场“拉”的力量所造成：这是国内外艺术市场形成,有着本初上的不同。 因此在面对西方传统对市场行销管理运作的原则原理时,不能完全以“拿来”主义的精神全部照抄,还得本土化有效地调整一番。 中国是在1994年开始与世界的LQWHUQHW联网；早期的中国网站,绝大部分是按照国外的经验与模式来架设的。如世界最大的入门网站是雅虎,国内按其模式设立了搜狐、网易；世界最大网络书店是亚马逊,中国则以其为样板,发展成世界最大的中文网上商城“当当网”;网路经济虽然有其全球化的普及性,但由于国与国之间语言差异所造成市场短暂阻隔的时间差,让地域型的网站有机会取得先机,迈向成功。这是网络经济既有的成功模式可以复制的普遍性,又有必须适应当地语言环境要求的独特性。 根据中国互联网络信息中心(11,)在北京发布《第23次中国互联网络发展状况统计报告》的报告①显示：截止2008年底,我国网民总人数已经达到2.98亿,中国网民规模开始超越美国,成为全球第一,显示中国“虚拟市场”规模已经名列前茅。②①中国互联网络信息中心(CNNIC)2009年01月发布的《第23次中国互联网络发展状况统计报告》 艺术网络营销,做为大势所趋之下所产生的一门新兴的实用学科,其课题的研究不能离开地域的特性,也无法躲开全球化的浪潮。本论文就是以艺术市场为核心,反思西方营销管理的理论,再进一步结合当下网络经济的特性,辅之以国内外案例和行业报道,希望系统的建立一套具有普遍性的网络营销概念与可以有效运用的营销规划流程。 有人说：管理是门科学,也是门艺术；而对艺术网络营销而言：一方面既要顾及地域特性的现实,同时也不能漠视要对网络经济时代的未来充满想象。
[Abstract]:Many people think so: the Chinese art market is driven by the secondary market. According to the experience of the development of the foreign art market, when the artist completes his work, he will first hand over his work to the art gallery agent. The gallery will act as an art intermediary and use its specialty to vigorously publicize and introduce the work to the buyer. When the artist is widely known, When his work can be circulated in large quantities, if collectors have to sell their collection, it will be auctioned off by auction companies; therefore, the gallery is generally referred to as the primary market, and the auction is the secondary market; The development of foreign art market is the birth of the primary market, then the secondary market, which is developed gradually according to the force of the market. On the other hand, the Chinese market is just the opposite, the first to be dominated by an auction. When an artist's work is successfully auctioned at auction, it is easy for the artist to be known and sought after by the buyer. After adding to the reform and opening up policy, The rapid economic development in the past few years has made every auction get a good result, the reverse impact on the large demand for art, in the short term not only auction companies proliferate, but also promote the development of galleries; The birth of galleries is due to the strong purchase demand of customers. Therefore, the formation of the Chinese art market clearly reflects another kind of force caused by the market "pull" of the auction market leading the buyers to demand goods: this is the formation of the art market at home and abroad. There is a difference at the beginning. Therefore, in the face of the western tradition's principle of marketing management, we can't copy it completely in the spirit of "bring in", but we also have to adjust it locally and effectively. China began networking with the world's LQWHUQHW in 1994; most of the early Chinese websites were built according to foreign experiences and models. For example, Yahoo is the largest portal site in the world, Sohu and NetEase have been set up in China according to its model, Amazon is the largest online bookstore in the world, and China has developed into Dangdang, the largest Chinese online shopping mall in the world. Although the network economy has its globalization popularization, but because of the difference of language between countries, the market has a short time gap, so the regional websites have the opportunity to get the first chance to succeed. This is not only the universality of the successful model of network economy, but also the uniqueness that must adapt to the requirements of the local language environment. According to the report released by the China Internet Network Information Center (11,) in Beijing, "the 23rd Statistical report on the Development of China's Internet Network", 1 shows that by the end of 2008, the total number of Internet users in China had reached 298 million, and the number of Chinese Internet users began to surpass that of the United States. Becoming the first in the world, showing that the scale of China's "virtual market" has been among the highest. 21 the Art Network Marketing report of the 23rd China Internet Network Development Statistics report released by the China Internet Information Center (CNNIC) in January 2009, As a new practical subject produced by the trend of the times, the research of its subject can not be separated from the characteristics of the region, nor can it escape the tide of globalization. This paper focuses on the art market, reflects on the western marketing management theory, and further combines the characteristics of the current network economy, supplemented by domestic and foreign cases and industry reports. We hope to establish a set of universal network marketing concept and effective marketing planning process. Some people say that management is not only a science, but also an art; to the art network marketing, on the one hand, the reality of regional characteristics should be taken into account, and at the same time, the imagination of the future of the era of network economy should not be ignored.
【学位授予单位】：中国艺术研究院
【学位级别】：博士
【学位授予年份】：2010
【分类号】：J124
本文编号：2173977
[Abstract]:Many people think so: the Chinese art market is driven by the secondary market. According to the experience of the development of the foreign art market, when the artist completes his work, he will first hand over his work to the art gallery agent. The gallery will act as an art intermediary and use its specialty to vigorously publicize and introduce the work to the buyer. When the artist is widely known, When his work can be circulated in large quantities, if collectors have to sell their collection, it will be auctioned off by auction companies; therefore, the gallery is generally referred to as the primary market, and the auction is the secondary market; The development of foreign art market is the birth of the primary market, then the secondary market, which is developed gradually according to the force of the market. On the other hand, the Chinese market is just the opposite, the first to be dominated by an auction. When an artist's work is successfully auctioned at auction, it is easy for the artist to be known and sought after by the buyer. After adding to the reform and opening up policy, The rapid economic development in the past few years has made every auction get a good result, the reverse impact on the large demand for art, in the short term not only auction companies proliferate, but also promote the development of galleries; The birth of galleries is due to the strong purchase demand of customers. Therefore, the formation of the Chinese art market clearly reflects another kind of force caused by the market "pull" of the auction market leading the buyers to demand goods: this is the formation of the art market at home and abroad. There is a difference at the beginning. Therefore, in the face of the western tradition's principle of marketing management, we can't copy it completely in the spirit of "bring in", but we also have to adjust it locally and effectively. China began networking with the world's LQWHUQHW in 1994; most of the early Chinese websites were built according to foreign experiences and models. For example, Yahoo is the largest portal site in the world, Sohu and NetEase have been set up in China according to its model, Amazon is the largest online bookstore in the world, and China has developed into Dangdang, the largest Chinese online shopping mall in the world. Although the network economy has its globalization popularization, but because of the difference of language between countries, the market has a short time gap, so the regional websites have the opportunity to get the first chance to succeed. This is not only the universality of the successful model of network economy, but also the uniqueness that must adapt to the requirements of the local language environment. According to the report released by the China Internet Network Information Center (11,) in Beijing, "the 23rd Statistical report on the Development of China's Internet Network", 1 shows that by the end of 2008, the total number of Internet users in China had reached 298 million, and the number of Chinese Internet users began to surpass that of the United States. Becoming the first in the world, showing that the scale of China's "virtual market" has been among the highest. 21 the Art Network Marketing report of the 23rd China Internet Network Development Statistics report released by the China Internet Information Center (CNNIC) in January 2009, As a new practical subject produced by the trend of the times, the research of its subject can not be separated from the characteristics of the region, nor can it escape the tide of globalization. This paper focuses on the art market, reflects on the western marketing management theory, and further combines the characteristics of the current network economy, supplemented by domestic and foreign cases and industry reports. We hope to establish a set of universal network marketing concept and effective marketing planning process. Some people say that management is not only a science, but also an art; to the art network marketing, on the one hand, the reality of regional characteristics should be taken into account, and at the same time, the imagination of the future of the era of network economy should not be ignored.
【学位授予单位】：中国艺术研究院
【学位级别】：博士
【学位授予年份】：2010
【分类号】：J124
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