Art Netmarketing

For many people, they think the art market in China is driven by the secondary market.According to the development of the foreign art markets, if artists accomplished their works, they would then hand them to the gallery. As a medium, the gallery will promote and introduce the works and the artists to the collectors. When artists become well-known among people, the demand of their works will rise significantly. If collectors are willing to sell their collections, then they will entrust the art works to the auction house. Therefore, galleries are called the primary market, and auction sales are the secondary market. The development of the foreign art market based on a well-developed primary market and then expands toward the secondary market. This way of developing is result from the push force of the entire market.However, the art market in China is just in the opposite situation. It is first led by the auction. The popularity of an artist based on amount and price of his or her works sold by the house. In addition to the reformation and opening to the outside world, the economics has been growing dramatically during these few years, resulting great accomplishment in every auction sale which induces a greater demand for art works. In the mean time, not only auction houses keep appearing in art market, but also galleries are increasing rapidly. The existence of galleries is due to the strong demand from the collectors, therefore the art market in China is obviously different from the foreign ones. It is led by the auction house, which then triggers the purchase demand from the collectors. This is the so-called "pull" force in the market which is what differs from the formation between foreign art market and Chinese art market.Therefore when facing the tradition principles of the western market and management, we cannot exactly follow its pace.The Chinese has joined the World Wide Web since 1994. In the early years, most of the web sites in China were based on foreign models and experiences. For example, Sohu and NetEase both imitate the model from Yahoo. DangDang, one of the largest e-bookstore in China was set up according to Amazon. Though economic has its own global popularity in the network, however, language differences are barriers in the network market for a short period, allowing local sites to have the opportunity to get a head start and therefore succeed. Network economy is an universal succeed path, which requires to accommodate toward regional language.According to China Internet Network Information Center (CNNIC), starting the end of 2008, internet users in China have reached 298 million, leading the world's population of network users. This has shown that the size of the virtual market in China is one of the largest among countries.The art network marketing is a new practical subject developed from the general trend. The research of this subject is highly related to its geographic features, and also the trend of globalization. This paper mainly discussed art marketing in general. At the same time, it compares the western management theory and combines the characteristics of the network economy. In addition, also concludes the successful case in every region, hoping to establish a system which includes the concept of universal network marketing and to effectively use the theoretical framework.Some say, management is the combination of art and science. For network marketing of art, not only it is necessary to consider the fact of regional characteristic, but also the imagination toward the network economic era in future.