Research On The Segmentation Of Art Market Based On Consumer Behavior

In recent years,affected by factors such as policy support and industrial transformation,China’s culture and art market has developed vigorously,which provides a good practical basis for the development and deepening of art market management theoretical research.Among them,the art market has received special attention from the theoretical system of modern management,and has become the focus of art market management research,providing a basis for the formulation and management of art market policies.Marketing is one of the basic categories of management research.For the art market,scientific and reasonable marketing strategy is the key to achieving its marketing goals,and the scientific realization of marketing strategy often depends on the precise grasp of market information in the process of market segmentation.However,so far,the study of the art market segmentation theory in China has not really started,and most scholars often directly follow the traditional market segmentation theory,without taking into account the difference between the art market and the general market.Faced with the particularity of the art market,it is the basis for developing art marketing management.Consumer behavior in the target market is the starting point for the segmentation of the art market.On the basis of grasping the needs of the target consumer group,by analyzing a series of behaviors of purchasing and using art products,exploring their production mechanism,and then under the guidance of the behavior mechanism,construct a market segmentation standard to achieve guided consumption The goal of the developer,thereby achieving the ultimate goal of marketing.Based on this background,this article,by combing the internal relationship between consumer behavior and market segmentation theory,on the basis of evaluating the differences between the behaviors of general consumers and art consumers,based on the market survey of consumer behavior in the Hainan Opera cultural market in Haikou,Analyze the factors that affect the consumer behavior of Hainan Opera,and then establish a set of segmentation standards for the Hainan Opera cultural market in Haikou.On this basis,a set of corresponding marketing strategies is proposed for different consumer groups.