Study On The Jiangxi Art Of Calligraphy And Painting Marketing Communications

Since Eastern Jin Dynasty, the Chinese art of calligraphy and painting has experienced a long history of1,600years. In that long period, Jiangxi province has given birth to a great number of masters in painting, or calligraphy. Among those masters, there was the famous Huang Tingjian in Song Dynasty, Zhu Shilu in Ming Dynasty and Li Ruiqing in Qing Dynasty. The art of calligraphy and the art of painting enjoyed a flourishing period in the old Jiangxi Province. Compared with that, art development at present Jiangxi is worrisome. Famous artists or art treasures seldom appear at present Jiangxi and one case that proves it is that artifacts by contemporary Jiangxi artists are rarely seen at the auction market. In fact, the reason that Jiangxi Province is less famous for its artists and fine artifacts is not because Jiangxi Province itself does not have its artists or fine artifacts, but Jiangxi Province lacks an effective way to spread its art. This thesis is based on the present Jiangxi calligraphy and painting market, and on some surveys made by the author in more than one year. In the whole one year, the author has the talks with some great Jiangxi art specialists like painters, Chinese character writers, media commentators, etc., and visits at some social art organizations. This thesis gives an exact picture of calligraphy and painting art market in Jiangxi Province and analyzes the problems which exist in the promoting of Jiangxi calligraphy and painting art. The author has made the detailed analysis of the successful spreading rules and explored the operating mode, and its promoting strategy, trying to provide a meaningful thinking way to the promoting of Jiangxi calligraphy art and painting art market.