当前艺术市场营销策略分析

Marketing strategy analysis of the current art market

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。

Through the history of marketing, the pitfall that art sales will encounter, the ＂ value exchange＂ of the clients and the cultural organizations, the core requires of customers and so on, the strategic thinking of arts marketing should be ＂organizations to provide consumers with the necessary requirements without interfering in the independence of arts. ＂ And the issue concerns what is the core requires of customers, what is the response that organizations need, and how do ＂value exchange＂ between the consumers and organizations. As a result, the artistic experience is the core value of consumers in arts marketing, and organizations should help consumers to complete the artistic experience.