“稀奇艺术”为何稀奇?——基于4P理论的当代工艺品营销策略

Why is “X+Q” Successful:Marketing Strategy of Contemporary Handicrafts Basedon 4P Theory

工艺品的分类丰富,学界对于传统工艺品和旅游纪念品研究较多,实际上随着经济和社会的发展,人们的选择更偏向于当代的高档工艺品,所以本文主要研究工艺品的另一个分类——当代工艺品。以"稀奇艺术"为例,运用文化经济学和文化市场营销的理论,通过实地访谈,参阅国内外有关文献,运用案例分析法、定性分析法和归纳推理法等方法,在分析其营销策略的基础上总结一些建议,或许能给其他当代工艺品企业提供一些帮助。

The classification of handicrafts is rich.There are many researches on traditional handicrafts and tourist souvenirs in the academic circle.In fact,with the development of economy and society,people prefer contemporary high-end handicrafts.So this paper mainly studies another classification of handicrafts-contemporary handicrafts.Taking“X+Q”as an example,using the theory of cultural economics and cultural marketing,through on-the-spot interviews,referring to the relevant literature at home and abroad,using the methods of case analysis,qualitative analysis and inductive reasoning to summarize some suggestions based on the analysis of its marketing strategies,which may provide some help to other contemporary handicraft enterprises.