南京当代艺术小空间的关系营销策略分析

Analysis of Relationship Marketing Strategy of Nanjing Contemporary Art Space

当代艺术小空间和其他传统画廊等艺术空间一样,为市场提供混合性产品,即既有有形产品,也有无形服务。小空间通常非常依赖于忠实消费者的支持,注重与消费者之间可能的长期多次交流,培养与消费者之间的信任感。因为小空间所提供的艺术品通常需要消费者付出较多的学习成本,本文运用予法、借法、化法、合法、信法等关系营销方法,分析小空间的营销得失,提出了改进建议。

Similar to other traditional art galleries and other art spaces, contemporary art small spaces provide mixed products for the market, that is, both tangible products and intangible services. Small spaces usually rely heavily on the support of loyal consumers,focusing on possible long-term multiple exchanges with consumers and fostering trust with them. Because the artwork provided by the small space usually requires consumers to pay more learning costs, this article uses the relationship marketing methods of pre-law,borrowing, chemical law, lawfulness, and faith to analyze the marketing gains and losses of the small space and propose improvements.Suggest.