Research On The Marketing Strategy Of Private Art Gallery Exhibition

Abstract:The early1990s has witnessed a large number of private art museum coming into being around China. After almost20-year exploration and practice, the camp of private art museum has being prospered and gradually has worked out a set of operation mechanism. But there are still many problems, such as single source of funding, imperfect sponsorship system and foundation system, lack of policy support and institutional support and non-professional management, all of which have become a bottleneck restricting the sustainable development of private art museum.With the development of economy and the institutions itself, the art museum began the process of enterprise management, which introduced marketing as a way to manage art museum. Exhibition mechanism, as an important part of operation system of art museum, has showed its unique value. Aiming at the defects of private art museum exhibition operation mode, this paper sets the marketing management as a solution to the problem. Based on the analysis of intrinsic and outside factors in private art museum, starting from the market prediction, implementation condition and output efficiency of the exhibition marketing, this paper mainly discusses the possibility of the exhibition marketing and then gives a right location to the analysis of exhibition marketing; then, put forward the exhibition marketing strategies of private art museum, that is, process management strategy of exhibition marketing, marketing strategy of exhibitions integration, marketing strategy of exhibition brand.This paper puts forward exhibition marketing strategy of private art museum to fulfill the following goals as improving attendance rate, bringing up long-term supporters for institutions, improving popularity of the private art museum, widening the channels of capital source, guiding and stimulating consumption, providing an endless supply of blood to the private art museum and perfecting the operating theory of private art museum industry. Studying on private art museum from a perspective of marketing and putting forward the exhibition marketing strategy of private art museum are of great significance to enrich the research of private art museum exhibition and to supply the operation theory of private museum.