湖南国画馆营销策略优化研究
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摘要
随着书画收藏市场的增温,大规模的拍卖活动增加,中国书画艺术品经营者的大好时机来临,书画投资热潮高涨,市场活跃,利润空间也大。与此同时,湖南文化产业整体崛起,目前我省的人均GDP己接近3000美元,进入了文化消费大幅提升的阶段,大量私人美术馆开始抢滩湖南书画艺术市场。在此背景下,作为成立最早的专业性艺术馆,湖南国画馆营销处境日益艰难,必须改变“坐商”作风,探索新的营销发展模式。
本文在对国画营销相关理论进行系统阐述的基础上,运用营销理论对湖南国画馆的营销现状进行了分析；通过问卷调查和实地调研,对湖南书画文化市场的发展情况和趋势进行判断,对国画馆主要竞争对手进行分析,并利用SWOT分析工具进行营销定位,确定营销模式与策略；最后,对具体的营销渠道建设进行构建,从产品、价格、渠道、策略四个方面构建起湖南国画馆的营销渠道,并提出了实施了保障思路。
通过本文的研究,理论上归纳总结出国内书画艺术品行业营销问题的一般规律,获得了书法文化艺术市场变化发展的新认识,实践上对湖南国画馆营销进行了系统分析,提出了切实可行的营销优化策略。
With the warming painting collection market, large-scale increase in auction, Chinese calligraphy and painting works of art coming managers a golden opportunity, painting high investment boom, the market active, profit margins are greater. At the same time, the overall rise of cultural industries in Hunan, the province's per capita GDP is currently close to 3,000 U.S. dollars, a substantial increase into the stage of cultural consumption, a large number of private museums art market began to seize the painting in Hunan. In this context, as the oldest professional art gallery, museum painting in Hunan increasingly difficult market situation, we must change the "shopkeeper" style, and explore new marketing development.
In this paper, the theory of marketing-related painting on the basis of the system described, the use of painting in Hunan Museum of marketing theory analyzes the current situation of marketing; through questionnaire surveys and field research, culture, calligraphy and painting in Hunan developments and trends in the market to judge, on the painting Museum main competitor analysis and SWOT analysis tool used for marketing positioning, marketing models and strategies identified; Finally, the construction of specific marketing channels to build, from the product, price, channel, strategy building four paintings from the Museum of Hunan marketing channels and the implementation of the safeguards proposed ideas.
Through this study, in theory, summarized the problem of the domestic market painting art industry, the general rule, access to culture and art of calligraphy changes in the market development of new knowledge, practice painting in Hunan Museum of marketing of the system analysis, a practical channel building strategy.
本文在对国画营销相关理论进行系统阐述的基础上,运用营销理论对湖南国画馆的营销现状进行了分析；通过问卷调查和实地调研,对湖南书画文化市场的发展情况和趋势进行判断,对国画馆主要竞争对手进行分析,并利用SWOT分析工具进行营销定位,确定营销模式与策略；最后,对具体的营销渠道建设进行构建,从产品、价格、渠道、策略四个方面构建起湖南国画馆的营销渠道,并提出了实施了保障思路。
通过本文的研究,理论上归纳总结出国内书画艺术品行业营销问题的一般规律,获得了书法文化艺术市场变化发展的新认识,实践上对湖南国画馆营销进行了系统分析,提出了切实可行的营销优化策略。
With the warming painting collection market, large-scale increase in auction, Chinese calligraphy and painting works of art coming managers a golden opportunity, painting high investment boom, the market active, profit margins are greater. At the same time, the overall rise of cultural industries in Hunan, the province's per capita GDP is currently close to 3,000 U.S. dollars, a substantial increase into the stage of cultural consumption, a large number of private museums art market began to seize the painting in Hunan. In this context, as the oldest professional art gallery, museum painting in Hunan increasingly difficult market situation, we must change the "shopkeeper" style, and explore new marketing development.
In this paper, the theory of marketing-related painting on the basis of the system described, the use of painting in Hunan Museum of marketing theory analyzes the current situation of marketing; through questionnaire surveys and field research, culture, calligraphy and painting in Hunan developments and trends in the market to judge, on the painting Museum main competitor analysis and SWOT analysis tool used for marketing positioning, marketing models and strategies identified; Finally, the construction of specific marketing channels to build, from the product, price, channel, strategy building four paintings from the Museum of Hunan marketing channels and the implementation of the safeguards proposed ideas.
Through this study, in theory, summarized the problem of the domestic market painting art industry, the general rule, access to culture and art of calligraphy changes in the market development of new knowledge, practice painting in Hunan Museum of marketing of the system analysis, a practical channel building strategy.
引文
[1]Grey, C. The Politics of the Arts in Britain (M]. London:Macmillan, 2000
[2]Hye—yung Lee, When Arts Met Marketing:Arts Marketing Theory Embedded in Romanticism'[J]International Journal of Cultural Policy, UK,2005, 11(3):289.305.
[3]Diggle, K. Min the Arts[M]. London:City Universt 1976.
[4]Hirschnum, E. C. Aesthetics, ideologies and the limits of the marketing eoncep[J]. Journal of Marketing,1983,47:45-55.
[5]Andreasen, A. R. Marketing or ling the arts. An orient-ational dilemma[J]. Journal of Arts Management and Law,1985,15:9—19.
[6]Caust, J., Putting the "art" back into arts policy making:How arts policy has been "captured" by the economists and marketers' [J]. International Journal of Cultural PoLicy,2003, (9).
[7]Vess, G. B., Voss, z. G. Smneglc orientation and firm porfo mnce in an artistic environment[J]. Journal of Marketing,2000,64:67-84.
[8]Abbing. Why Are Artists Poor The Exceptional Economy of the Arm[M]. Amsterdam:Amstordam University Pre88,2002:28-29.
[9]Meguigan, J. Cultum and the Public Sphere [M]. London:Routledge,1996
[10]Quinn, R, M. Public Policy and the Arts:A Comparative Study of Great Britain and Ireland [MJ. Aldershot:Aehgate,1998.
[11]Lewis, J. Art, Cultum and Enterprise:7be Politics Artarnl the Cultural Indusaies [M]. London:Routledgt,1990.
[12]KawashimaA, N. Beyond the. Attends, attendee:A Study in Audience Development in Policy and Practice [M]
[13]Coventry:Cemre for Cultural Policy Studies, University of Warwick, 2000.
[14]ARTS MARKETING ASSOCLI7TON. How Does Your Garden Grow? Developing Audiences for the Arts [R]. Cambridge:Arts Marketing Association,2004.
[15]Keynes, J. M. The Arts Council:Its policy and hopes', in Art for All
[16]M. Wallinger & M. Warnock. heir Policies and Our Culture. London: Peer.2000:142—143.
[17][中]吕艺生.艺术管理学[M].上海：上海音乐出版社,2004.
[18][中]成乔明.艺术产业管理[M].昆明：云南大学出版社,2004.
[19][中]林拓主编.世界文化产业发展前沿报告[R].北京：社会科学文献出版社,2004.
[20][中]李向民、王晨等.文化产业：变革中的文化[M].北京：经济科学出版社,2005.
[21][中]胡惠林、单世联.文化产业学概论仁[M].太原：山西人民出版社,2006.
[22][中]宋蒙.知识经济时代的艺术及其传播[M].北京：文化艺术出版社,2006.
[23][中]田M流、何群.文化管理学概论[M].昆明：云南大学出版社,2006.
[24][中]王晨编著.文化企业管理[M].长沙：湖南文艺出版社,2006.
[25][中]李向民、王晨、成乔明文化产业管理概论[M].太原：书海出版社、山西人民出版社,2006.
[26][中]叶朗主编.现代美学体系[M].北京：北京大学出版社,1988.
[27][美]凯茨·大卫斯著,欧阳大丰译.组织行为学[M].北京：经济科学出版社,1989.
[28][日]吉见俊哉.博览会。政治学[M].东京：日本中央公社论,1992.
[29][中]李向民.中国艺术经济史[M].南京：江苏教育出版社,1995.
[30][中]仇永波等.国际艺术市场透析[M].沈阳：辽宁美术出版社,1996.
[31][美]邓肯著,王雅各译.文明化的仪式：公共美术馆之内[M].台北：台北远流出版社,1998.
[32]王新刚.中国会展经济研究：(博十学位论文).长春：吉林人学,2004.
[33]张玲,张红.中国会展业发展的七化趋势.商场现代化.2005,12(45)：291
[34]吴建安,郭国庆,钟育赣.市场营销学.北京：高等教育出版社,2003.
[35]安祥林,师东菊,赵兴艳.谈市场营销理论的发展过程.中国科技信息.2007,01(1)：240-242.
[36]曾伟球.市场营销理论的发展、创新及其实践应用.经济与社会发展.2004,08(8)：116-118.
[37][美]科特勒著,梅清豪译.营销管理.上海：上海人民出版社,2003.
[38]H. Craig Petersen W. erisLewis. Managerial Eeonomies 3rded. Sep.1998:229
[39]艾略特·艾登伯格.4R营销.北京：企业管理出版社,2003.
[40]JaequelinePels, Exehangerelationshipmarketingineonsumermarkets, Europeanjournalofmarketing,1/2,1999.
[41]科特勒,凯勒梅,梅清豪.营销管理.上海：上海人民出版社,2006.
[42]王保伦.会展经营与管理.北京：北京大学出版社,2006.
[43]向国敏.会展实务.上海：上海财经大学出版社,2005.
[44]王春雷.会展市场营销.上海：上海人民出版社,2004.
[45]HallP.Urbandevelopmentandthefutureoftourism.TourismManagement.198
[46]俞华,朱立文.会展学原理.北京：机械工业出版社,2005.
[47]孙明贵.会展经济学.北京：机械工业出版社,2006.
[48]胡平.会展营销.上海：复日大学出版社,2005.
[49]李康化,《文化市场营销学》,北京,书海出版社,2006年3月。
[50]夏叶子,《艺术品投资学》；北京,中国水利水电出版社,2005年2月。
[51]秦春荣主编,《艺术品投资》,上海,上海大学出版社,2005年8月。
[52]汪京主编,《文化经纪人》,北京,中国经济出版社,2006年2月。
[53]曹世潮,《文化营销战略》北京.人民大学出版社,2006年1月。
[54]祝君波,《艺术品拍卖与投资实战教稃》,上海,上海人民美术出版社,2006年1月。
[55]菲利普.科特勒著,喻利军译,《科特勒市场营销教程》第6版,北京,华夏出版社2004年10月。
[56]刘子安,《中国市场营销》,北京,对外经济贸易大学出版社,2006年3月第i版。
[57][美]瓦拉瑞尔A.泽丝曼尔等著,张金成译,《服务营销》,北京,机械工业出版社,2004年3月第1版.
[58]符国群主编,《消费者行为学》,武汉,武汉大学出版社,2000年3月。
[59][美]迈克尔。所罗门著,张莹等译,《消费者行为学》,北京,经济科学出版社,1999年。
[60].菲利普.科特勒等著,高登第译,《科特勒营销新论》,北京,中信山版社,2002年10月。
[61][英]Ron Sewell(瑚韦尔)著,姜法奎译,《核心竞争力》,北京,华夏出版社.2002年10月。
[62][美]马克E.佩里著,李屹松泽,《战略营销管理》,北京,中国财政经济出版社.2003年6月。
[63]《艺术市场》,北京,艺术市场杂志社,文化部主管
[64]中国美术家论坛网(BBs.art86.cn)
[65]中国画收藏网(WWW.cpcart.com)
[66]中艺网(www.arts-of-china.net)
[67]中国拍卖网www.int-auction.com
[2]Hye—yung Lee, When Arts Met Marketing:Arts Marketing Theory Embedded in Romanticism'[J]International Journal of Cultural Policy, UK,2005, 11(3):289.305.
[3]Diggle, K. Min the Arts[M]. London:City Universt 1976.
[4]Hirschnum, E. C. Aesthetics, ideologies and the limits of the marketing eoncep[J]. Journal of Marketing,1983,47:45-55.
[5]Andreasen, A. R. Marketing or ling the arts. An orient-ational dilemma[J]. Journal of Arts Management and Law,1985,15:9—19.
[6]Caust, J., Putting the "art" back into arts policy making:How arts policy has been "captured" by the economists and marketers' [J]. International Journal of Cultural PoLicy,2003, (9).
[7]Vess, G. B., Voss, z. G. Smneglc orientation and firm porfo mnce in an artistic environment[J]. Journal of Marketing,2000,64:67-84.
[8]Abbing. Why Are Artists Poor The Exceptional Economy of the Arm[M]. Amsterdam:Amstordam University Pre88,2002:28-29.
[9]Meguigan, J. Cultum and the Public Sphere [M]. London:Routledge,1996
[10]Quinn, R, M. Public Policy and the Arts:A Comparative Study of Great Britain and Ireland [MJ. Aldershot:Aehgate,1998.
[11]Lewis, J. Art, Cultum and Enterprise:7be Politics Artarnl the Cultural Indusaies [M]. London:Routledgt,1990.
[12]KawashimaA, N. Beyond the. Attends, attendee:A Study in Audience Development in Policy and Practice [M]
[13]Coventry:Cemre for Cultural Policy Studies, University of Warwick, 2000.
[14]ARTS MARKETING ASSOCLI7TON. How Does Your Garden Grow? Developing Audiences for the Arts [R]. Cambridge:Arts Marketing Association,2004.
[15]Keynes, J. M. The Arts Council:Its policy and hopes', in Art for All
[16]M. Wallinger & M. Warnock. heir Policies and Our Culture. London: Peer.2000:142—143.
[17][中]吕艺生.艺术管理学[M].上海：上海音乐出版社,2004.
[18][中]成乔明.艺术产业管理[M].昆明：云南大学出版社,2004.
[19][中]林拓主编.世界文化产业发展前沿报告[R].北京：社会科学文献出版社,2004.
[20][中]李向民、王晨等.文化产业：变革中的文化[M].北京：经济科学出版社,2005.
[21][中]胡惠林、单世联.文化产业学概论仁[M].太原：山西人民出版社,2006.
[22][中]宋蒙.知识经济时代的艺术及其传播[M].北京：文化艺术出版社,2006.
[23][中]田M流、何群.文化管理学概论[M].昆明：云南大学出版社,2006.
[24][中]王晨编著.文化企业管理[M].长沙：湖南文艺出版社,2006.
[25][中]李向民、王晨、成乔明文化产业管理概论[M].太原：书海出版社、山西人民出版社,2006.
[26][中]叶朗主编.现代美学体系[M].北京：北京大学出版社,1988.
[27][美]凯茨·大卫斯著,欧阳大丰译.组织行为学[M].北京：经济科学出版社,1989.
[28][日]吉见俊哉.博览会。政治学[M].东京：日本中央公社论,1992.
[29][中]李向民.中国艺术经济史[M].南京：江苏教育出版社,1995.
[30][中]仇永波等.国际艺术市场透析[M].沈阳：辽宁美术出版社,1996.
[31][美]邓肯著,王雅各译.文明化的仪式：公共美术馆之内[M].台北：台北远流出版社,1998.
[32]王新刚.中国会展经济研究：(博十学位论文).长春：吉林人学,2004.
[33]张玲,张红.中国会展业发展的七化趋势.商场现代化.2005,12(45)：291
[34]吴建安,郭国庆,钟育赣.市场营销学.北京：高等教育出版社,2003.
[35]安祥林,师东菊,赵兴艳.谈市场营销理论的发展过程.中国科技信息.2007,01(1)：240-242.
[36]曾伟球.市场营销理论的发展、创新及其实践应用.经济与社会发展.2004,08(8)：116-118.
[37][美]科特勒著,梅清豪译.营销管理.上海：上海人民出版社,2003.
[38]H. Craig Petersen W. erisLewis. Managerial Eeonomies 3rded. Sep.1998:229
[39]艾略特·艾登伯格.4R营销.北京：企业管理出版社,2003.
[40]JaequelinePels, Exehangerelationshipmarketingineonsumermarkets, Europeanjournalofmarketing,1/2,1999.
[41]科特勒,凯勒梅,梅清豪.营销管理.上海：上海人民出版社,2006.
[42]王保伦.会展经营与管理.北京：北京大学出版社,2006.
[43]向国敏.会展实务.上海：上海财经大学出版社,2005.
[44]王春雷.会展市场营销.上海：上海人民出版社,2004.
[45]HallP.Urbandevelopmentandthefutureoftourism.TourismManagement.198
[46]俞华,朱立文.会展学原理.北京：机械工业出版社,2005.
[47]孙明贵.会展经济学.北京：机械工业出版社,2006.
[48]胡平.会展营销.上海：复日大学出版社,2005.
[49]李康化,《文化市场营销学》,北京,书海出版社,2006年3月。
[50]夏叶子,《艺术品投资学》；北京,中国水利水电出版社,2005年2月。
[51]秦春荣主编,《艺术品投资》,上海,上海大学出版社,2005年8月。
[52]汪京主编,《文化经纪人》,北京,中国经济出版社,2006年2月。
[53]曹世潮,《文化营销战略》北京.人民大学出版社,2006年1月。
[54]祝君波,《艺术品拍卖与投资实战教稃》,上海,上海人民美术出版社,2006年1月。
[55]菲利普.科特勒著,喻利军译,《科特勒市场营销教程》第6版,北京,华夏出版社2004年10月。
[56]刘子安,《中国市场营销》,北京,对外经济贸易大学出版社,2006年3月第i版。
[57][美]瓦拉瑞尔A.泽丝曼尔等著,张金成译,《服务营销》,北京,机械工业出版社,2004年3月第1版.
[58]符国群主编,《消费者行为学》,武汉,武汉大学出版社,2000年3月。
[59][美]迈克尔。所罗门著,张莹等译,《消费者行为学》,北京,经济科学出版社,1999年。
[60].菲利普.科特勒等著,高登第译,《科特勒营销新论》,北京,中信山版社,2002年10月。
[61][英]Ron Sewell(瑚韦尔)著,姜法奎译,《核心竞争力》,北京,华夏出版社.2002年10月。
[62][美]马克E.佩里著,李屹松泽,《战略营销管理》,北京,中国财政经济出版社.2003年6月。
[63]《艺术市场》,北京,艺术市场杂志社,文化部主管
[64]中国美术家论坛网(BBs.art86.cn)
[65]中国画收藏网(WWW.cpcart.com)
[66]中艺网(www.arts-of-china.net)
[67]中国拍卖网www.int-auction.com