| Along with the profound changes in the structure of Chinese art market, artmarket trading patterns also constantly get rid of the stale and bring forth the fresh，inwhich the main change is online art trading is used more rationally and the uses ofdigital information and network interaction has become a new way to promotemarketing goal. In order to make Chinese art trading websites to meet consumerdemand better and deal with the iferce market competition, it is necessary tosystematically study and analyze their marketing strategy. The main work of thisthesis on the marketing strategy of Chinese art trading websites are as follows:Firstly, this thesis introduces the history and current situation of Chinese artmarket, focusing on the development mode and characteristics of online art tradingplatform, pointing out that consumer collection is driving the rapid development ofonline art trading platform, then analyzes systematically the type of online art tradingwebsites, and describes the new trend of online art trade.Secondly，the thesis studies the consumption characteristic, consumermotivation, decision-making process of online consumers, and makes a networkquestionnaire survey to grasp the trend of consumer behavior and demand throughdata analysis, which provides the basis for art trading websites to make marketingplan and strategy.Thirdly, considering the characteristics of website marketing: interactive,informative, reading is optional，cost is low, contacting is easy，etc, which determinesthat it is affected by marketing variables or marketing elements. Therefore，from aexpanding perspective the thesis studies and makes marketing mix strategy, plansystematically art markeitng, puts forward integrated marketing strategy for art trading websites.Finally, the thesis analyzes the integrity of art market, fair prices, security factors,discusses how to set up scientific, standardized, efficient, complete and systemic artmarket system to realize the great potential of online art trade. |
PDF Full Text Request