本文關(guān)鍵詞： 油畫市場 營銷 策略 現(xiàn)狀　出處：《吉林大學》2012年碩士論文　論文類型：學位論文

【摘要】：油畫這門歷史悠久的藝術(shù)形式在中國經(jīng)過近百年的艱辛引進和長期的發(fā)展，取得了令人矚目的成就，特別是改革開放以來的幾十年。這幾十年是20世紀中國當代文化構(gòu)建中的一個重要歷史階段，值得我們深入地探討與研究。中國油畫市場經(jīng)過了近20年的發(fā)展已初顯規(guī)模并逐步繁榮和成熟。展望中國油畫市場的發(fā)展勢頭，收藏投資熱潮節(jié)節(jié)攀升，市場機制將更完善，市場運行將更加成熟、規(guī)范，前景十分廣闊。 然而，中國油畫的藝術(shù)品市場還有很大的距離和趕超空間，還很不“完善”，中國油畫市場營銷的渠道還有待擴展，油畫家的市場營銷觀念也有待更新。所以中國油畫藝術(shù)品的經(jīng)營者們更應該居安思危，不要滿足現(xiàn)有的效益與規(guī)模，要以更加長遠的目光，廣闊的胸襟，去開拓與謀求油畫藝術(shù)品產(chǎn)業(yè)的未來，積極向全國與海外發(fā)展，這樣既可以把規(guī)模越做越大，又可以變等待買家為去尋找買家。倘若如此，即便是全國各處的藝術(shù)品“產(chǎn)業(yè)基地”陸續(xù)涌現(xiàn)，市場競爭愈加激烈，中國油畫也會憑借其龐大的規(guī)模、先進的理念、規(guī)范化的管理方法與科學的運作機制而立于不敗之地，從而長盛不衰，迅猛發(fā)展。 本文共分為五章，第一章是緒論，包括研究的背景和意義、研究的內(nèi)容和方法以及研究的創(chuàng)新點。第二章對油畫藝術(shù)品行業(yè)市場進行分析，包括了藝術(shù)品理論概念、油畫的起源與形成，油畫藝術(shù)品行業(yè)在中西方的現(xiàn)狀分析、中國油畫藝術(shù)品市場的購買力分析以及中國油畫藝術(shù)品市場的發(fā)展趨勢。第三章對中國油畫藝術(shù)品市場營銷現(xiàn)狀進行了概述，，包括中國油畫藝術(shù)品市場營銷現(xiàn)狀、中國油畫藝術(shù)品市場營銷存在的問題以及產(chǎn)生這些問題的原因。第四章是中國油畫藝術(shù)品市場營銷對策。第三章和第四章是本文的重點。第五章是案例，主要對大芬村油畫的概況、市場發(fā)展面臨的挑戰(zhàn)、營銷對策進行了分析。最后是結(jié)論。
[Abstract]:Oil painting, an art form with a long history, has made remarkable achievements in China after nearly 100 years of hard work and long-term development. Especially in the decades since the reform and opening up. These decades are an important historical stage in the construction of Chinese contemporary culture in 20th century. After nearly 20 years of development, the Chinese oil painting market has shown its scale and gradually flourished and matured. Looking forward to the development momentum of the Chinese oil painting market, the upsurge of collecting investment is rising, and the market mechanism will be more perfect. Market operation will be more mature, standardized, the prospects are very broad. However, the art market of Chinese oil painting still has a long way to go and there is still a lot of room for catching up with it. It is still far from "perfect", and the marketing channels of Chinese oil paintings still need to be expanded. The marketing concept of oil painters also needs to be updated. Therefore, the operators of Chinese oil paintings should be more vigilant, not to meet the existing benefits and scale, but to take a more long-term view and broad mind. To explore and seek the future of the oil painting art industry, to actively develop to the whole country and overseas, so that we can not only increase the scale, but also change from waiting for buyers to looking for buyers. If so, Even with the emergence of art "industrial bases" throughout the country and the increasingly fierce market competition, Chinese oil paintings will remain invincible by their huge scale, advanced ideas, standardized management methods and scientific operating mechanisms. Thus lasting prosperity, rapid development. This paper is divided into five chapters, the first chapter is the introduction, including the background and significance of the study, research content and methods, as well as the innovation of the research. The second chapter analyzes the oil painting industry market, including the concept of art theory. The origin and formation of oil painting, the analysis of the present situation of oil painting art industry in China and the West, The purchasing power of Chinese oil painting art market and the development trend of Chinese oil painting art market. Chapter three summarizes the current situation of Chinese oil painting art marketing, including the current situation of Chinese oil painting art marketing. Chapter 4th is the marketing countermeasure of Chinese oil painting art. The third and 4th chapters are the emphases of this paper. Chapter 5th is the case. This paper mainly analyzes the general situation of Dafen village oil painting, the challenge of market development and the marketing countermeasure. Finally, the conclusion is given.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J124

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本文編號：1511696