开放与展望—艺术品整合营销传播

发布时间：2018-09-03 18:42

【摘要】：近十年来,中国作为艺术产业新兴发展的“金砖四国”之一,对艺术品在传播、经济、管理等领域的深入研究为艺术产业的发展提供了积极的理论支持。我们借鉴西方艺术产业发达国家的先进理念和模式,进一步对中国的艺术品传播探求理论与实践的深层对接。本论文试图把当下营销领域中最前沿的整合营销传播理念运用于艺术品营销市场,将艺术品的现代传播与最新的营销传播理念结合在一起,为中国的艺术品营销提供新的思路和方法。论文的引言部分主要阐述了论题相关背景和国内外相关研究的现状,从“艺术传播”、“艺术品的商业价值”、“艺术产业化”、“整合艺术品营销传播”等四个方面近几十年来的研究进行梳理和阐述,强调在当今全球语境下艺术品营销传播的涵盖力。论文第一章中对艺术品、艺术品传播、艺术品营销传播和营销、营销传播和整合营销传播这两组概念进行梳理和比较。艺术品传播的特点则是我们对整合艺术品营销传播研究的基点,而与之相关联的艺术品“精英主义”与“消费主义”的论争也让我们看到了艺术品走向大众、走向市场、走向产业化的必由之路。第二、三章分别从艺术品的历时性和共时性结构来探讨艺术品营销发展的历程,生产、流通、消费和市场管理四个环节是传播的组织结构,通过结构的特点来总结出艺术品市场化进程、市场化生存对于艺术产业建构的重大意义。第四、五章,用传播的新视野来探寻艺术品传播在现今艺术市场中的新模式,从整合营销传播模式中探寻出一条适合艺术品营销和传播的新路是本文的创新和探索。随着全球化、信息化、品牌化这三个驱动力融为一体,对艺术营销传播带来很大冲击,艺术品营销向来注重把客户和潜在的客户群放在首位,而整合营销传播理论的核心也正是把单一的对外传播变成了在经营者、艺术家和客户之间建立起互动的多向渠道,围绕着购买艺术品的客户群这个重要因素,对营销流程的各个部分进行整合,带来的也不仅仅是客户群体的效益,更是经营者的效益。我们把艺术品营销与传播放在这样一个动态流程的经营模式中进行探求,试图找出它们的契合点,为今天艺术产业市场的高速发展作实践实战的准备。最后对改革开放三十年来中国当代艺术品的营销模式和传播方式进行思考和反省,尤其对当今艺术资本主义的趋向所造成的艺术品市场失重现象进行反思,展望未来中国艺术品市场的发展之路。相信全球化的进程会给艺术品市场带来一种开放的视野,21世纪中国艺术产业化的发展道路,必将是艺术体制、学术研究和市场营销的良好整合。
[Abstract]:In the past ten years, as one of the Bric countries, China has provided positive theoretical support for the development of art industry in the fields of art dissemination, economy, management and so on. We draw lessons from the advanced ideas and models of the developed countries of the western art industry, and further explore the deep connection between the theory and the practice of the art communication in China. This paper attempts to apply the most advanced integrated marketing communication concept in the current marketing field to the art marketing market, combining the modern art communication with the latest marketing communication ideas. For China's art marketing to provide new ideas and methods. The preface of the thesis mainly describes the background of the thesis and the current situation of domestic and foreign research, from "art communication", "the commercial value of art", "art industrialization", The four aspects of "integrated art marketing communication" have been combed and expounded in recent decades, emphasizing the covering power of art marketing communication in the global context today. The first chapter combs and compares the concepts of art, art communication, art marketing and marketing, marketing communication and integrated marketing communication. The characteristics of art communication are the basis of our research on the integration of art marketing and communication, and the controversy about art "elitism" and "consumerism" associated with it also makes us see that works of art are moving towards the public and the market. The only way to industrialization. The second and third chapters discuss the process of art marketing development, production, circulation, consumption and market management from the diachronic and synchronic structures of art, respectively. This paper sums up the process of art marketization through the characteristics of structure, and the great significance of market-oriented existence to the construction of art industry. In the fourth and fifth chapters, it is the innovation and exploration of this article to explore the new mode of art communication in the art market with the new vision of communication, and to find out a new way suitable for art marketing and communication from the mode of integrated marketing communication. With globalization, informatization and branding as one of the three driving forces, art marketing has always focused on putting customers and potential customers in the first place. And the core of the integrated marketing communication theory is to turn a single external communication into a multi-channel of interaction between operators, artists and customers, which revolves around the important factor of the customer base of buying works of art. The integration of all parts of the marketing process brings not only the benefit of the customer group, but also the benefit of the operator. We put art marketing and communication in such a dynamic process of business model, try to find out their convergence, for today's rapid development of the art industry market for practical preparation. Finally, the author thinks and reflects on the marketing mode and dissemination mode of Chinese contemporary art in the past three decades, especially on the phenomenon of art market weightlessness caused by the trend of art capitalism. Looking forward to the future development of the Chinese art market. It is believed that the process of globalization will bring an open vision to the art market and will lead to the development of Chinese art industrialization in the 21st century. It will certainly be a good integration of art system, academic research and marketing.
【学位授予单位】：浙江大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：J124

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