美庐艺术馆艺术品营销战略研究

发布时间：2018-05-29 06:42

本文选题：美庐美术馆 + 艺术品　；参考：《湖南大学》2009年硕士论文

【摘要】： 本文首先从理论上对营销战略进行简要的概括与回顾,通过文献归纳、问卷调查等方法,结合STP与4P’S的营销分析思路并结合美庐艺术馆艺术品实际情况,对其市场环境、市场定位等进行分析,最后结合现代市场营销理论的新思想、新观念、新特点,并结合我国艺术品营销行业的实际情况,为美庐艺术馆的营销制定一套较完整的、可操作的方案,以促进美庐艺术馆战略营销竞争能力的提高,最终实现可持续健康发展。通过本研究发现：第一,企业营销战略是个整体战略概念,对企业经营目标的提出与实现、战略方针的制定以及企业的生存发展乃至竞争优势的培育都有着广泛而深刻的影响。第二,通过对案例企业的战略营销竞争力问题、市场组合问题、营销战略模式问题以及艺术馆营销战略的实施操作问题研究,进而获得有关艺术品行业变革、发展并最终与变化的市场环境相适应的新认识。第三,通过对美庐艺术馆的营销战略进行分析,归纳总结出国内艺术品行业营销问题的一般规律,并为艺术品市场的营销提供理论借鉴。第四,通过运用市场定位分析方法,进一步深入研究与分析湖南省艺术品市场,在细分市场的基础上选择合理的目标市场进行合理的市场定位,并据此确定了艺术馆的营销战略的总体目标。最后,在比较三种基本战略选择的基础上,结合美庐艺术馆实际,选择采用差异化的竞争战略,并制定了品牌推广、文化营销、拍卖业务及搭建交易平台等多种主要营销战略。在目前的省内外艺术品行业,具有相当的普遍性和重要性,研究成果对具有相似背景和现状的企业具有一定的指导和借鉴意义。
[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.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;J124

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