上海双年展展览行销的SWOT分析

The SWOT Analysis of Shanghai Biennial

从1996年第一届上海双年展起,至今已举办了七届,时至今日,上海双年展已成为具有一定国际影响力,被公认为是亚洲最有代表性的当代艺术展览之一。但随着现代经济社会的发展以及人们审美水平的提高,人们对观展的需求已不仅仅服从于市场提供,而是有了自己的选择和意愿,而且其它文化娱乐业的蓬勃发展,与艺术展览一起展开了对文化休闲市场的竞争。

Shanghai Biennial has been regarded as one of the best representative contemporary art exhibitions and enjoyed a high reputation worldwide since it was initiated from 1996. However,accompanying with the economic and social development,people make significantly aesthetic advancement in their demand of exhibitions,from being market-driven to presently following their hearts.Moreover,other booming culture and entertainment industries launch fierce competitions with art exhibitions in cultural leisure market. Facing that,the current study makes SWOT analysis of Shanghai Biennial from the viewpoint of marketing and art,to make clear its positions in the field of business and academic respectively.