国内艺术品拍卖公司外部环境分析

发布时间：2018-03-18 18:15

本文选题：艺术品拍卖　切入点：外部环境　出处：《首都经济贸易大学》2011年硕士论文　论文类型：学位论文

【摘要】：在刚刚过去的2010年,我国的国内艺术品拍卖会中,已出现了16件成交价过亿的拍品,国内的艺术品拍卖呈现出前所未有的繁荣。然而,对于一个新的市场形态,这不期而至的如火如荼背后却预示着问题的日益累积和矛盾的日渐激化。本论文将“企业战略环境”和“行业环境”作为研究对象,从国内艺术品拍卖的现状出发,对环境的现状、环境对市场的影响、环境中存在的漏洞、如何优化环境以及国内艺术品拍卖公司如何在现有的环境中规范运作并脱颖而出,这一系列环环相扣的问题进行较为详尽及全面的论证。本论文主要采用了PEST分析模型和五力模型。在对国内艺术品拍卖公司外部环境之宏观环境进行分析时,利用PEST分析模型,对与国内艺术品拍卖市场发展相关的经济环境、政治法律环境、社会文化环境以及科技环境的现状、影响、漏洞和规范途径进行探究。在对外部环境之“行业环境”进行分析时,则采用迈克尔·波特的“五力模型”,从对行业现有的竞争状况、新进入者的威胁、替代产品、卖家的讨价还价能力、买家的讨价还价能力这五种决定行业竞争状况和综合强度的力量分析入手,尝试研究出国内艺术品拍卖公司面对这些挑战与机遇时应有的理念和行为方式。
[Abstract]:In the past 2010, there have been 16 lots of over 100 million lots sold in China's domestic art auction, and the domestic art auction has shown an unprecedented prosperity. However, for a new market pattern, this unexpected trend indicates the increasing accumulation of problems and the intensification of contradictions. This paper takes "Enterprise Strategic Environment" and "Industry Environment" as the research objects. Proceeding from the present situation of domestic art auction, the current situation of the environment, the influence of environment on the market, the loopholes in the environment, how to optimize the environment and how to standardize and stand out from the others in the existing environment. This series of issues linked to each other to carry out a more detailed and comprehensive argument. This paper mainly adopts PEST analysis model and five-force model. When analyzing the macro environment of the external environment of domestic art auction companies, using the PEST analysis model, the economic environment, political and legal environment related to the development of domestic art auction market are analyzed. Social and cultural environment and scientific and technological environment of the status quo, impact, loopholes and normative approach to explore. In analyzing the "industry environment" of the external environment, we used Michael Porter's "five Force Model," starting with the existing competition in the industry, the threat of new entrants, the alternative product, the bargaining power of the seller. Based on the analysis of the five kinds of strength which determine the competitive situation and the comprehensive intensity of the industry, the buyer's bargaining power tries to find out the ideas and behaviors of the domestic art auction companies in the face of these challenges and opportunities.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J124;F724.59

【参考文献】