我国油画艺术品市场现状与对策研究

发布时间：2018-02-14 21:50

本文关键词： 油画市场营销策略现状　出处：《吉林大学》2012年硕士论文　论文类型：学位论文

【摘要】：油画这门历史悠久的艺术形式在中国经过近百年的艰辛引进和长期的发展，取得了令人瞩目的成就，特别是改革开放以来的几十年。这几十年是20世纪中国当代文化构建中的一个重要历史阶段，值得我们深入地探讨与研究。中国油画市场经过了近20年的发展已初显规模并逐步繁荣和成熟。展望中国油画市场的发展势头，收藏投资热潮节节攀升，市场机制将更完善，市场运行将更加成熟、规范，前景十分广阔。然而，中国油画的艺术品市场还有很大的距离和赶超空间，还很不“完善”，中国油画市场营销的渠道还有待扩展，油画家的市场营销观念也有待更新。所以中国油画艺术品的经营者们更应该居安思危，不要满足现有的效益与规模，要以更加长远的目光，广阔的胸襟，去开拓与谋求油画艺术品产业的未来，积极向全国与海外发展，这样既可以把规模越做越大，又可以变等待买家为去寻找买家。倘若如此，即便是全国各处的艺术品“产业基地”陆续涌现，市场竞争愈加激烈，中国油画也会凭借其庞大的规模、先进的理念、规范化的管理方法与科学的运作机制而立于不败之地，从而长盛不衰，迅猛发展。本文共分为五章，第一章是绪论，包括研究的背景和意义、研究的内容和方法以及研究的创新点。第二章对油画艺术品行业市场进行分析，包括了艺术品理论概念、油画的起源与形成，油画艺术品行业在中西方的现状分析、中国油画艺术品市场的购买力分析以及中国油画艺术品市场的发展趋势。第三章对中国油画艺术品市场营销现状进行了概述，，包括中国油画艺术品市场营销现状、中国油画艺术品市场营销存在的问题以及产生这些问题的原因。第四章是中国油画艺术品市场营销对策。第三章和第四章是本文的重点。第五章是案例，主要对大芬村油画的概况、市场发展面临的挑战、营销对策进行了分析。最后是结论。
[Abstract]:Oil painting, an art form with a long history, has made remarkable achievements in China after nearly 100 years of hard work and long-term development. Especially in the decades since the reform and opening up. These decades are an important historical stage in the construction of Chinese contemporary culture in 20th century. After nearly 20 years of development, the Chinese oil painting market has shown its scale and gradually flourished and matured. Looking forward to the development momentum of the Chinese oil painting market, the upsurge of collecting investment is rising, and the market mechanism will be more perfect. Market operation will be more mature, standardized, the prospects are very broad. However, the art market of Chinese oil painting still has a long way to go and there is still a lot of room for catching up with it. It is still far from "perfect", and the marketing channels of Chinese oil paintings still need to be expanded. The marketing concept of oil painters also needs to be updated. Therefore, the operators of Chinese oil paintings should be more vigilant, not to meet the existing benefits and scale, but to take a more long-term view and broad mind. To explore and seek the future of the oil painting art industry, to actively develop to the whole country and overseas, so that we can not only increase the scale, but also change from waiting for buyers to looking for buyers. If so, Even with the emergence of art "industrial bases" throughout the country and the increasingly fierce market competition, Chinese oil paintings will remain invincible by their huge scale, advanced ideas, standardized management methods and scientific operating mechanisms. Thus lasting prosperity, rapid development. This paper is divided into five chapters, the first chapter is the introduction, including the background and significance of the study, research content and methods, as well as the innovation of the research. The second chapter analyzes the oil painting industry market, including the concept of art theory. The origin and formation of oil painting, the analysis of the present situation of oil painting art industry in China and the West, The purchasing power of Chinese oil painting art market and the development trend of Chinese oil painting art market. Chapter three summarizes the current situation of Chinese oil painting art marketing, including the current situation of Chinese oil painting art marketing. Chapter 4th is the marketing countermeasure of Chinese oil painting art. The third and 4th chapters are the emphases of this paper. Chapter 5th is the case. This paper mainly analyzes the general situation of Dafen village oil painting, the challenge of market development and the marketing countermeasure. Finally, the conclusion is given.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J124

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