藝術(shù)網(wǎng)絡(luò)營銷
發(fā)布時間：2018-08-09 11:47
【摘要】： 很多人都這么認為：中國藝術(shù)品市場是由二級市場所帶動的。 按國外藝術(shù)市場發(fā)展的經(jīng)驗,當藝術(shù)家完成作品首先會交給畫廊代理,畫廊擔任藝術(shù)中介者的角色,運用它的專業(yè)將作品大力宣傳并介紹給買家,當藝術(shù)家廣為人知之后,他的作品能夠大量流通之時,如果收藏家要出讓他們的藏品,才會交由拍賣公司拍賣;因此一般稱畫廊為一級市場,而拍賣會則為二級市場；國外藝術(shù)市場的發(fā)展是先一級市場成熟后,再推至二級市場的誕生,是按市場“推”的力量逐步發(fā)展而成的。 反觀中國的市場剛好相反,率先由拍賣會來主導(dǎo),當拍賣會欽點藝術(shù)家的作品成功拍出之后,藝術(shù)家便很容易為買家所認識、所追捧,在加上改革開放后,這幾年經(jīng)濟發(fā)展形勢迅猛,讓每場拍賣會都取得不錯的成績,倒過來影響對藝術(shù)品的大量需求,在短期間內(nèi)不僅拍賣公司激增,連帶地更促進了畫廊的興旺發(fā)展；畫廊的誕生是因應(yīng)客戶強烈的購買需求,因此中國藝術(shù)市場的形成很明顯體現(xiàn)另一種由拍賣會領(lǐng)軍,激發(fā)買家要貨那股市場“拉”的力量所造成：這是國內(nèi)外藝術(shù)市場形成,有著本初上的不同。 因此在面對西方傳統(tǒng)對市場行銷管理運作的原則原理時,不能完全以“拿來”主義的精神全部照抄,還得本土化有效地調(diào)整一番。 中國是在1994年開始與世界的LQWHUQHW聯(lián)網(wǎng)；早期的中國網(wǎng)站,絕大部分是按照國外的經(jīng)驗與模式來架設(shè)的。如世界最大的入門網(wǎng)站是雅虎,國內(nèi)按其模式設(shè)立了搜狐、網(wǎng)易；世界最大網(wǎng)絡(luò)書店是亞馬遜,中國則以其為樣板,發(fā)展成世界最大的中文網(wǎng)上商城“當當網(wǎng)”;網(wǎng)路經(jīng)濟雖然有其全球化的普及性,但由于國與國之間語言差異所造成市場短暫阻隔的時間差,讓地域型的網(wǎng)站有機會取得先機,邁向成功。這是網(wǎng)絡(luò)經(jīng)濟既有的成功模式可以復(fù)制的普遍性,又有必須適應(yīng)當?shù)卣Z言環(huán)境要求的獨特性。 根據(jù)中國互聯(lián)網(wǎng)絡(luò)信息中心(11,)在北京發(fā)布《第23次中國互聯(lián)網(wǎng)絡(luò)發(fā)展狀況統(tǒng)計報告》的報告①顯示：截止2008年底,我國網(wǎng)民總?cè)藬?shù)已經(jīng)達到2.98億,中國網(wǎng)民規(guī)模開始超越美國,成為全球第一,顯示中國“虛擬市場”規(guī)模已經(jīng)名列前茅。②①中國互聯(lián)網(wǎng)絡(luò)信息中心(CNNIC)2009年01月發(fā)布的《第23次中國互聯(lián)網(wǎng)絡(luò)發(fā)展狀況統(tǒng)計報告》 藝術(shù)網(wǎng)絡(luò)營銷,做為大勢所趨之下所產(chǎn)生的一門新興的實用學(xué)科,其課題的研究不能離開地域的特性,也無法躲開全球化的浪潮。本論文就是以藝術(shù)市場為核心,反思西方營銷管理的理論,再進一步結(jié)合當下網(wǎng)絡(luò)經(jīng)濟的特性,輔之以國內(nèi)外案例和行業(yè)報道,希望系統(tǒng)的建立一套具有普遍性的網(wǎng)絡(luò)營銷概念與可以有效運用的營銷規(guī)劃流程。 有人說：管理是門科學(xué),也是門藝術(shù)；而對藝術(shù)網(wǎng)絡(luò)營銷而言：一方面既要顧及地域特性的現(xiàn)實,同時也不能漠視要對網(wǎng)絡(luò)經(jīng)濟時代的未來充滿想象。
[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.
【學(xué)位授予單位】：中國藝術(shù)研究院
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：J124
本文編號：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.
【學(xué)位授予單位】：中國藝術(shù)研究院
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：J124
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