浙江水彩画市场化中的问题与对策

The Problems and Countermeasures in the Marketization of Zhejiang Watercolor Painting

中国艺术市场十分繁荣,浙江水彩艺术快速发展,但浙江水彩画市场却比较清淡。这与人们的收藏传统有关,也受浙江水彩画的特色不够鲜明、宣传滞后、产品结构不合理、销售渠道单一等因素影响。浙江水彩画要完善产品结构、打造地域特色品牌;重视创新、加强宣传扩大受众群体;主动寻求合作,理顺市场关系,拓展销售渠道积极寻找市场。

Although China＇s art market is very prosperous, which makes our watercolor art in Zhejiang develop rapidly, Zhejiang watercolor painting market develops relatively slow. The reason is not only related to people＇s collection traditions but be affected by the factors as indistinctive features, propaganda hysteresis, unreasonable product structure and single sale channel. Zhejiang watercolor painting should, therefore, perfect product structure and build regional characteris- tic brand, pay attention to innovation and strengthen the propaganda to expand audience groups, and seek cooperation, straighten out the market relationship, expand the sales channels and look for mar- ket actively.