互联网时代背景下针对青年受众开展的主流经典艺术市场拓展项目方法研究

Method of Market Expanding Project of Mainstream Classic Art Designed for Youth Audience in the Internet Era

在互联网时代背景下,各国主流艺术市场中普遍存在青年受众缺乏的现象,通过对影响青年受众参与经典艺术活动的主客观因素和不同类型青年受众特征及诉求的分析,探索行之有效的针对青年受众开展经典艺术市场拓展项目的方法。站在艺术学、传播学、心理学和市场营销学等多学科交叉,从艺术管理角度针对细分不同类型的青年受众,提出有针对性的市场拓展项目设计方法,并在实践中进行验证。

In this paper, we pay attention to the youth audience insufficiency universally existing in mainstream art market in various countries in the internet era. Through an analysis of the subjective and objective factors of classical art activities participated by youth audiences and the features and appeal of various kinds of youth audiences ; we ex- plore an effective method of the classic art market expanding project designed for the youth audiences. Standing in the intersections among multiple disciplines such as art sciences, communication studies, psychology, and marketing, this paper categorizes youth audiences from the angle of art management, and proposes a pointed design method of market expanding which has been verified in the project practice.