本文選題：營銷傳播 + 藝術(shù)管理��； 參考：《湖北工業(yè)大學(xué)》2012年碩士論文

【摘要】：本論文以湖北美術(shù)館為例，通過對其藝術(shù)管理的發(fā)展和現(xiàn)狀進(jìn)行實地調(diào)查分析，以藝術(shù)管理、整合營銷、廣告學(xué)、傳播學(xué)及社會心理學(xué)等學(xué)科知識作為整個論文的理論基礎(chǔ)。在對湖北美術(shù)館的發(fā)展過程及其經(jīng)營現(xiàn)狀進(jìn)行考察分析的基礎(chǔ)上，拿出以營銷傳播為基點的藝術(shù)管理具體模式，使湖北美術(shù)館在文化體制改革中以更加完美的形象備受關(guān)注，，從而提高湖北文化產(chǎn)業(yè)發(fā)展的競爭力、影響力及其經(jīng)濟(jì)效益。本文試圖探索營銷傳播在藝術(shù)管理中的運用模式，希望能為藝術(shù)管理的實際運營模式提供一定的借鑒和幫助。 第一部分：全文的緒論，即對研究背景與動機(jī)、研究現(xiàn)狀及問題、研究價值及意義做出了簡要的闡述，并擬出課題的研究方法和全文的結(jié)構(gòu)框架。 第二部分：湖北美術(shù)館的藝術(shù)管理背景，本部分對藝術(shù)管理理論進(jìn)行回顧，并對湖北美術(shù)館的藝術(shù)管理進(jìn)行背景分析。由此驗證出在新的時代背景中，湖北美術(shù)館需要有效的藝術(shù)管理模式維護(hù)并發(fā)展其藝術(shù)地位和社會形象這一觀點。 第三部分：營銷傳播在藝術(shù)管理中的重要性分析，這一部分從藝術(shù)形象、市場動態(tài)、項目運作三個方面展開分析，得出在藝術(shù)管理模式中需要營銷傳播理論的結(jié)論，并為論文的后半部分奠定了基礎(chǔ)。 第四部分：湖北美術(shù)館營銷傳播的定位分析，這一部分從營銷傳播的角度對湖北美術(shù)館進(jìn)行目標(biāo)和定位的分析，并重點從優(yōu)勢、劣勢、機(jī)會、威脅這四方面對湖北美術(shù)館進(jìn)行SWOT分析，旨在通過具體問題提出相應(yīng)的解決對策。 第五部分：營銷傳播在藝術(shù)管理中的運用。該部分從打造受眾群體、廣告形象、環(huán)境布局、品牌內(nèi)涵這四個方面進(jìn)行分析，力圖結(jié)合湖北美術(shù)館的具體特點提出行之有效的實施對策。 最后，論文在結(jié)論中簡要的對營銷傳播在藝術(shù)管理中的發(fā)展趨勢進(jìn)行展望，希望對我國藝術(shù)管理的未來及其文化產(chǎn)業(yè)的發(fā)展提供一定的參考，并作出小結(jié)。
[Abstract]:This paper takes Hubei Art Museum as an example, through field investigation and analysis on the development and present situation of its art management, taking the subject knowledge of art management, integrated marketing, advertising, communication and social psychology as the theoretical basis of the whole paper.Based on the investigation and analysis of the development process and management status of Hubei Art Museum, this paper puts forward a concrete model of art management based on marketing communication, which makes Hubei Art Museum pay more attention to a more perfect image in the cultural system reform.In order to improve the competitiveness of Hubei cultural industry development, influence and economic benefits.This paper attempts to explore the application mode of marketing communication in art management, hoping to provide some reference and help for the actual operation mode of art management.The first part: the introduction of the full text, that is, the research background and motivation, research status and problems, the value and significance of the research, and draw up the research methods and structural framework of the full text.The second part: the background of art management in Hubei Art Museum, this part reviews the theory of art management, and analyzes the background of art management in Hubei Art Museum.Therefore, in the new background of the times, Hubei Art Museum needs to maintain and develop its artistic status and social image with an effective art management model.The third part: the importance of marketing communication in art management, this part from the art image, market dynamics, project operation in three aspects of analysis, reached in the art management model of the need for marketing communication theory,And for the second half of the paper laid the foundation.The fourth part: the orientation analysis of marketing communication in Hubei Art Museum, this part analyzes the target and orientation of Hubei Art Museum from the angle of marketing communication, and focuses on the advantages, disadvantages and opportunities.The SWOT analysis of Hubei Art Museum from these four aspects is aimed at putting forward corresponding countermeasures through specific problems.The fifth part: the application of marketing communication in art management.This part analyzes the audience group, advertising image, environmental layout and brand connotation, and tries to put forward effective implementation countermeasures according to the specific characteristics of Hubei Art Museum.Finally, in the conclusion, the paper briefly looks forward to the development trend of marketing communication in art management, hoping to provide some reference for the future of art management and the development of cultural industry in China, and make a summary.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：J2-28

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