本文選題：美廬美術(shù)館 + 藝術(shù)品　； 參考：《湖南大學(xué)》2009年碩士論文

【摘要】： 本文首先從理論上對營銷戰(zhàn)略進行簡要的概括與回顧,通過文獻歸納、問卷調(diào)查等方法,結(jié)合STP與4P’S的營銷分析思路并結(jié)合美廬藝術(shù)館藝術(shù)品實際情況,對其市場環(huán)境、市場定位等進行分析,最后結(jié)合現(xiàn)代市場營銷理論的新思想、新觀念、新特點,并結(jié)合我國藝術(shù)品營銷行業(yè)的實際情況,為美廬藝術(shù)館的營銷制定一套較完整的、可操作的方案,以促進美廬藝術(shù)館戰(zhàn)略營銷競爭能力的提高,最終實現(xiàn)可持續(xù)健康發(fā)展。 通過本研究發(fā)現(xiàn)：第一,企業(yè)營銷戰(zhàn)略是個整體戰(zhàn)略概念,對企業(yè)經(jīng)營目標(biāo)的提出與實現(xiàn)、戰(zhàn)略方針的制定以及企業(yè)的生存發(fā)展乃至競爭優(yōu)勢的培育都有著廣泛而深刻的影響。第二,通過對案例企業(yè)的戰(zhàn)略營銷競爭力問題、市場組合問題、營銷戰(zhàn)略模式問題以及藝術(shù)館營銷戰(zhàn)略的實施操作問題研究,進而獲得有關(guān)藝術(shù)品行業(yè)變革、發(fā)展并最終與變化的市場環(huán)境相適應(yīng)的新認識。第三,通過對美廬藝術(shù)館的營銷戰(zhàn)略進行分析,歸納總結(jié)出國內(nèi)藝術(shù)品行業(yè)營銷問題的一般規(guī)律,并為藝術(shù)品市場的營銷提供理論借鑒。第四,通過運用市場定位分析方法,進一步深入研究與分析湖南省藝術(shù)品市場,在細分市場的基礎(chǔ)上選擇合理的目標(biāo)市場進行合理的市場定位,并據(jù)此確定了藝術(shù)館的營銷戰(zhàn)略的總體目標(biāo)。最后,在比較三種基本戰(zhàn)略選擇的基礎(chǔ)上,結(jié)合美廬藝術(shù)館實際,選擇采用差異化的競爭戰(zhàn)略,并制定了品牌推廣、文化營銷、拍賣業(yè)務(wù)及搭建交易平臺等多種主要營銷戰(zhàn)略。在目前的省內(nèi)外藝術(shù)品行業(yè),具有相當(dāng)?shù)钠毡樾院椭匾?研究成果對具有相似背景和現(xiàn)狀的企業(yè)具有一定的指導(dǎo)和借鑒意義。
[Abstract]:In this paper, the marketing strategy is briefly summarized and reviewed theoretically. Through the methods of literature induction and questionnaire survey, combined with the marketing analysis ideas of STP and 4P'S and the actual situation of art in Mailu Art Museum, the paper analyzes the market environment of Mailu Art Museum. Finally, combining with the new ideas, new characteristics of modern marketing theory and the actual situation of art marketing industry in China, the author makes a complete set for the marketing of Mei Lu Art Museum. Operational program to promote the strategic marketing competitiveness of the Mailu Museum of Art to achieve sustainable and healthy development. Through this research, we find that: first, the enterprise marketing strategy is a whole strategic concept, which has a wide and profound influence on the putting forward and realization of the enterprise management goal, the formulation of the strategic policy, the survival and development of the enterprise and even the cultivation of the competitive advantage. Second, through the case of the strategic marketing competitiveness of enterprises, market mix, marketing strategy model and the implementation of the museum of art marketing strategy operational issues, and then obtain the art industry changes. Develop and ultimately adapt to a changing market environment. Thirdly, through the analysis of the marketing strategy of Meilu Art Museum, this paper summarizes the general law of the domestic art industry marketing problems, and provides theoretical reference for the art market marketing. Fourth, through the use of market positioning analysis method, further in-depth research and analysis of the art market in Hunan Province, on the basis of the subdivision of the market to select a reasonable target market for a reasonable market positioning. According to this, the overall goal of the art museum's marketing strategy is determined. Finally, on the basis of comparing the three basic strategic choices, combined with the actual situation of the Mailu Museum of Art, the author chooses to adopt the differentiated competitive strategy, and formulates a variety of main marketing strategies, such as brand promotion, cultural marketing, auction business and building a trading platform. At present, the art industry in and out of the province has a considerable universality and importance, and the research results have certain guidance and reference significance for the enterprises with similar background and present situation.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274;J124

【參考文獻】

相關(guān)期刊論文 前10條

1 佟大新;黃清;;中國家具企業(yè)市場定位問題的理論思考[J];當(dāng)代經(jīng)濟研究;2008年06期

2 閆誠彬;;運用現(xiàn)代市場營銷理念 提升影視基地經(jīng)營效益[J];電視研究;2007年05期

3 奚憲銘;王蕾;;電子商務(wù)時代網(wǎng)絡(luò)營銷的發(fā)展[J];哈爾濱商業(yè)大學(xué)學(xué)報(社會科學(xué)版);2006年04期

4 陳明亮;;基于全生命周期利潤的客戶細分方法[J];經(jīng)濟管理;2002年20期

5 范秀成;陳英毅;;體驗營銷:企業(yè)贏得顧客的新思維[J];經(jīng)濟管理;2002年22期

6 陳杰;企業(yè)競爭中產(chǎn)品差異化策略的制定[J];經(jīng)濟師;2004年01期

7 梁春賢;劉銀鳳;;論我國社會保險基金的運營管理模式[J];經(jīng)濟問題;2007年05期

8 陳偉;于麗艷;;企業(yè)知識產(chǎn)權(quán)開發(fā)與市場運營機制研究及其互動機理分析[J];科技管理研究;2008年02期

9 崔玉華;;市場營銷四點論[J];蘭州大學(xué)學(xué)報(社會科學(xué)版);2008年03期

10 閻秋娟;韓海濤;;基于整合營銷理念的圖書館參考咨詢服務(wù)策略的思考[J];情報理論與實踐;2007年05期

，

本文編號：1949887