本文選題：美廬美術(shù)館 + 藝術(shù)品��； 參考：《湖南大學(xué)》2009年碩士論文

【摘要】： 本文首先從理論上對(duì)營(yíng)銷戰(zhàn)略進(jìn)行簡(jiǎn)要的概括與回顧,通過(guò)文獻(xiàn)歸納、問(wèn)卷調(diào)查等方法,結(jié)合STP與4P’S的營(yíng)銷分析思路并結(jié)合美廬藝術(shù)館藝術(shù)品實(shí)際情況,對(duì)其市場(chǎng)環(huán)境、市場(chǎng)定位等進(jìn)行分析,最后結(jié)合現(xiàn)代市場(chǎng)營(yíng)銷理論的新思想、新觀念、新特點(diǎn),并結(jié)合我國(guó)藝術(shù)品營(yíng)銷行業(yè)的實(shí)際情況,為美廬藝術(shù)館的營(yíng)銷制定一套較完整的、可操作的方案,以促進(jìn)美廬藝術(shù)館戰(zhàn)略營(yíng)銷競(jìng)爭(zhēng)能力的提高,最終實(shí)現(xiàn)可持續(xù)健康發(fā)展。 通過(guò)本研究發(fā)現(xiàn)：第一,企業(yè)營(yíng)銷戰(zhàn)略是個(gè)整體戰(zhàn)略概念,對(duì)企業(yè)經(jīng)營(yíng)目標(biāo)的提出與實(shí)現(xiàn)、戰(zhàn)略方針的制定以及企業(yè)的生存發(fā)展乃至競(jìng)爭(zhēng)優(yōu)勢(shì)的培育都有著廣泛而深刻的影響。第二,通過(guò)對(duì)案例企業(yè)的戰(zhàn)略營(yíng)銷競(jìng)爭(zhēng)力問(wèn)題、市場(chǎng)組合問(wèn)題、營(yíng)銷戰(zhàn)略模式問(wèn)題以及藝術(shù)館營(yíng)銷戰(zhàn)略的實(shí)施操作問(wèn)題研究,進(jìn)而獲得有關(guān)藝術(shù)品行業(yè)變革、發(fā)展并最終與變化的市場(chǎng)環(huán)境相適應(yīng)的新認(rèn)識(shí)。第三,通過(guò)對(duì)美廬藝術(shù)館的營(yíng)銷戰(zhàn)略進(jìn)行分析,歸納總結(jié)出國(guó)內(nèi)藝術(shù)品行業(yè)營(yíng)銷問(wèn)題的一般規(guī)律,并為藝術(shù)品市場(chǎng)的營(yíng)銷提供理論借鑒。第四,通過(guò)運(yùn)用市場(chǎng)定位分析方法,進(jìn)一步深入研究與分析湖南省藝術(shù)品市場(chǎng),在細(xì)分市場(chǎng)的基礎(chǔ)上選擇合理的目標(biāo)市場(chǎng)進(jìn)行合理的市場(chǎng)定位,并據(jù)此確定了藝術(shù)館的營(yíng)銷戰(zhàn)略的總體目標(biāo)。最后,在比較三種基本戰(zhàn)略選擇的基礎(chǔ)上,結(jié)合美廬藝術(shù)館實(shí)際,選擇采用差異化的競(jìng)爭(zhēng)戰(zhàn)略,并制定了品牌推廣、文化營(yíng)銷、拍賣業(yè)務(wù)及搭建交易平臺(tái)等多種主要營(yíng)銷戰(zhàn)略。在目前的省內(nèi)外藝術(shù)品行業(yè),具有相當(dāng)?shù)钠毡樾院椭匾?研究成果對(duì)具有相似背景和現(xiàn)狀的企業(yè)具有一定的指導(dǎo)和借鑒意義。
[Abstract]:In this paper, the marketing strategy is briefly summarized and reviewed theoretically. Through the methods of literature induction and questionnaire survey, combined with the marketing analysis ideas of STP and 4P'S and the actual situation of art in Mailu Art Museum, the paper analyzes the market environment of Mailu Art Museum. Finally, combining with the new ideas, new characteristics of modern marketing theory and the actual situation of art marketing industry in China, the author makes a complete set for the marketing of Mei Lu Art Museum. Operational program to promote the strategic marketing competitiveness of the Mailu Museum of Art to achieve sustainable and healthy development. Through this research, we find that: first, the enterprise marketing strategy is a whole strategic concept, which has a wide and profound influence on the putting forward and realization of the enterprise management goal, the formulation of the strategic policy, the survival and development of the enterprise and even the cultivation of the competitive advantage. Second, through the case of the strategic marketing competitiveness of enterprises, market mix, marketing strategy model and the implementation of the museum of art marketing strategy operational issues, and then obtain the art industry changes. Develop and ultimately adapt to a changing market environment. Thirdly, through the analysis of the marketing strategy of Meilu Art Museum, this paper summarizes the general law of the domestic art industry marketing problems, and provides theoretical reference for the art market marketing. Fourth, through the use of market positioning analysis method, further in-depth research and analysis of the art market in Hunan Province, on the basis of the subdivision of the market to select a reasonable target market for a reasonable market positioning. According to this, the overall goal of the art museum's marketing strategy is determined. Finally, on the basis of comparing the three basic strategic choices, combined with the actual situation of the Mailu Museum of Art, the author chooses to adopt the differentiated competitive strategy, and formulates a variety of main marketing strategies, such as brand promotion, cultural marketing, auction business and building a trading platform. At present, the art industry in and out of the province has a considerable universality and importance, and the research results have certain guidance and reference significance for the enterprises with similar background and present situation.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;J124

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