中国艺术电商发展态势与问题研究

发布时间：2018-01-10 01:07

本文关键词：中国艺术电商发展态势与问题研究　出处：《河北师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：艺术电商在国内发展已有十几年的时间,在2011年之前,我国艺术品市场在以传统拍卖交易模式主导下,市场交易金额逐年攀升,中国艺术电商所发挥出来的作用并不明显。然而,在2012年我国传统艺术品拍卖市场不景气的情况下,中国艺术电商市场却呈现出逆势上扬并快速增长的态势。由此说明中国艺术电商市场的增长潜力逐渐显现出来,对实现我国艺术品市场的转型升级具有重要作用。本文以中国艺术电商的发展态势及其发展中的问题为主要研究对象,一方面从发展背景、发展历程、发展现状、发展问题、发展趋势与意义入手,深层次的分析艺术电商发展中的主要瓶颈,另一方面,通过分析国内代表性艺术电商案例,从发展历程、艺术门类、运营特点、板块构成、盈利模式等角度出发,总结出一种适合我国艺术电商发展的行之有效的解决途径。本文研究的主要结论:(1)艺术电商是在文化政策鼓励发展下的符合“互联网+”趋势的新型艺术品商业运营模式,对其发展态势的数据研究,证明了我国艺术电商是促进未来艺术品市场发展的有效途径。(2)当前我国艺术电商的发展主要受人才缺失、同质化营销路线严重、法律法规不健全等诸多问题的制约,需要运用互联网营销思维、大数据管理,以及构建企业新型生态链等,来促进艺术电商的有效发展。本文研究的创新点:(1)通过对艺术品市场统计资料的研究整理,运用数据的分析方法深入研究我国艺术电商的发展态势。(2)通过文献和案例相结合的研究方法,找出了我国艺术电商在发展过程中的主要瓶颈,并提出有效的解决路径。
[Abstract]:Art e-commerce has been developing in China for more than ten years. Before 2011, the market amount of art in our country rose year by year under the traditional auction mode. The role of Chinese art e-commerce is not obvious. However, in 2012, China's traditional art auction market was depressed. However, China's art e-commerce market shows a trend of uptrend and rapid growth, which shows that the growth potential of China's art e-commerce market is gradually emerging. In order to realize the transformation and upgrading of the art market in China, this paper focuses on the development situation and the problems in the development of Chinese art e-commerce, on the one hand, from the development background, the development process. Development status, development issues, development trends and significance, in-depth analysis of the main bottlenecks in the development of art e-commerce, on the other hand, through the analysis of domestic representative art e-commerce cases, from the development process. The art category, the operation characteristic, the plate constitution, the profit pattern and so on angle set out. An effective solution suitable for the development of art ecommerce in China is summarized. The main conclusion of this paper is: 1). Art ecommerce is a new commercial operation mode of art in line with the trend of "Internet", which is encouraged by cultural policy. The research on its development trend proves that the art e-commerce is an effective way to promote the development of art market in the future.) at present, the development of art e-commerce in China is mainly due to the lack of talent. Many problems, such as serious homogenization marketing route, imperfect laws and regulations, need to use Internet marketing thinking, big data management, and the construction of a new ecological chain of enterprises and so on. To promote the effective development of art e-commerce. By using the method of data analysis, the author deeply studies the development trend of art ecommerce in China. (2) through the combination of literature and cases, the author finds out the main bottleneck in the development of art ecoquotient in China. And put forward the effective solution path.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J124;F724.6

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