当前艺术市场营销策略分析

发布时间：2018-05-11 03:17

本文选题：艺术市场营销 + 营销陷阱　；参考：《西北大学学报(哲学社会科学版)》2010年05期

【摘要】：通过从营销的历史、艺术品销售时会遇到的陷阱,客户与机构的"价值交换"以及顾客的核心需求等方面的分析,认为艺术品营销的方向应该是以不干扰艺术本身为前提,机构再向消费者提供其所需的要求。并着重分析了顾客的核心需要、机构所需市场回应以及两者之间的价值交换,从而得出结论:艺术市场营销应该将艺术体验作为客户核心价值,而机构也应该提供帮助,让消费者去完成艺术体验。
[Abstract]:Based on the analysis of the history of marketing, the pitfalls encountered in art sales, the "value exchange" between customers and institutions and the core needs of customers, it is concluded that the direction of art marketing should be based on the premise of not interfering with the art itself. The agency again provides consumers with the requirements they need. It also analyzes the core needs of the customer, the market response required by the organization and the value exchange between the two. The conclusion is that art marketing should regard the art experience as the core value of the customer, and the organization should also provide help. Let the consumer complete the art experience.
【作者单位】：陕西师范大学美术学院国画系;谢菲尔德大学;
【分类号】：J124

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