湖北美术馆艺术管理与营销传播策略研究

发布时间：2018-04-13 10:15

本文选题：营销传播 + 艺术管理　；参考：《湖北工业大学》2012年硕士论文

【摘要】：本论文以湖北美术馆为例，通过对其艺术管理的发展和现状进行实地调查分析，以艺术管理、整合营销、广告学、传播学及社会心理学等学科知识作为整个论文的理论基础。在对湖北美术馆的发展过程及其经营现状进行考察分析的基础上，拿出以营销传播为基点的艺术管理具体模式，使湖北美术馆在文化体制改革中以更加完美的形象备受关注，，从而提高湖北文化产业发展的竞争力、影响力及其经济效益。本文试图探索营销传播在艺术管理中的运用模式，希望能为艺术管理的实际运营模式提供一定的借鉴和帮助。第一部分：全文的绪论，即对研究背景与动机、研究现状及问题、研究价值及意义做出了简要的阐述，并拟出课题的研究方法和全文的结构框架。第二部分：湖北美术馆的艺术管理背景，本部分对艺术管理理论进行回顾，并对湖北美术馆的艺术管理进行背景分析。由此验证出在新的时代背景中，湖北美术馆需要有效的艺术管理模式维护并发展其艺术地位和社会形象这一观点。第三部分：营销传播在艺术管理中的重要性分析，这一部分从艺术形象、市场动态、项目运作三个方面展开分析，得出在艺术管理模式中需要营销传播理论的结论，并为论文的后半部分奠定了基础。第四部分：湖北美术馆营销传播的定位分析，这一部分从营销传播的角度对湖北美术馆进行目标和定位的分析，并重点从优势、劣势、机会、威胁这四方面对湖北美术馆进行SWOT分析，旨在通过具体问题提出相应的解决对策。第五部分：营销传播在艺术管理中的运用。该部分从打造受众群体、广告形象、环境布局、品牌内涵这四个方面进行分析，力图结合湖北美术馆的具体特点提出行之有效的实施对策。最后，论文在结论中简要的对营销传播在艺术管理中的发展趋势进行展望，希望对我国艺术管理的未来及其文化产业的发展提供一定的参考，并作出小结。
[Abstract]:This paper takes Hubei Art Museum as an example, through field investigation and analysis on the development and present situation of its art management, taking the subject knowledge of art management, integrated marketing, advertising, communication and social psychology as the theoretical basis of the whole paper.Based on the investigation and analysis of the development process and management status of Hubei Art Museum, this paper puts forward a concrete model of art management based on marketing communication, which makes Hubei Art Museum pay more attention to a more perfect image in the cultural system reform.In order to improve the competitiveness of Hubei cultural industry development, influence and economic benefits.This paper attempts to explore the application mode of marketing communication in art management, hoping to provide some reference and help for the actual operation mode of art management.The first part: the introduction of the full text, that is, the research background and motivation, research status and problems, the value and significance of the research, and draw up the research methods and structural framework of the full text.The second part: the background of art management in Hubei Art Museum, this part reviews the theory of art management, and analyzes the background of art management in Hubei Art Museum.Therefore, in the new background of the times, Hubei Art Museum needs to maintain and develop its artistic status and social image with an effective art management model.The third part: the importance of marketing communication in art management, this part from the art image, market dynamics, project operation in three aspects of analysis, reached in the art management model of the need for marketing communication theory,And for the second half of the paper laid the foundation.The fourth part: the orientation analysis of marketing communication in Hubei Art Museum, this part analyzes the target and orientation of Hubei Art Museum from the angle of marketing communication, and focuses on the advantages, disadvantages and opportunities.The SWOT analysis of Hubei Art Museum from these four aspects is aimed at putting forward corresponding countermeasures through specific problems.The fifth part: the application of marketing communication in art management.This part analyzes the audience group, advertising image, environmental layout and brand connotation, and tries to put forward effective implementation countermeasures according to the specific characteristics of Hubei Art Museum.Finally, in the conclusion, the paper briefly looks forward to the development trend of marketing communication in art management, hoping to provide some reference for the future of art management and the development of cultural industry in China, and make a summary.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J2-28

【参考文献】