The Art Market Marketing Strategy Research

The art market of China has reached a series of remarkable achievements with the development of more than 30 years.With the gradual transition of Chinese economic development from high speed growth to high-middle speed growth,the overall performance of Chinese art market has been stable,though in someway it shows the decreasing trend which objectively requires a matching marketing strategy to adapt to the healthy development of the art market.We know that the marketing theory of general commodity market already cannot adapt to the art market and the general marketing research of the art market attention needs to be improved,there is still much space for research especially for Chinese art market research.Now,the research on the art market marketing strategy are mainly by some scholars engaged in research on art and aesthetics,their research are more from the angle of the art and aesthetics which lack of economical perspective and analysis methods.This thesis is guided by economics and marketing theory and the research object is art marketing.The main methods used in this thesis are data analysis,comparative analysis and case analysis.On the basis of combing the related literature at home and abroad,this thesis mainly introduces and analysis the characteristics of the art market marketing,the present situation and the existing problems.To solve these problems,this thesis has put forward three levels of countermeasures and suggestions from the market level,the marketing mode selection and specific marketing strategy implementation.In order to promote the development of the art market,we can make full use of regional differentiation marketing,fusion of old and new media marketing,mobile Internet marketing and culture marketing strategy.First,at the level of market,we have to get rid of weakness,optimize the structure of market constantly and at the same time we have to look for the new increasing spot on the basis of original market.Next in the way of marketing choice we could make full use of regional disparity and the fusion of old and new media to enrich and improve the former marketing mode.The analysis shows that mobile Internet marketing and culture marketing strategy are effective methods to solve the problems above.