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1、密级:学校代码:10075分类号:学号:20100798文学硕士学位论文锦瑟画廊的营销传播策略研究学位申请人:尚青松指导老师:李亚男副教授学位级别:文学硕士学科专业:传播学授予单位:河北大学答辩时间:二〇一三年五月ClassifiedIndex:Code:10075U.D.C.:No.20100798ADissertationfortheDegreeofM.ArtsResearchonJinseGallery’sMarketingCommunicationStrategyCandidate:ShangQingsongSup
2、ervisor:AssociateProf.LiYananAcademicDegreeAppliedfor:MasterofArtsSpecialty:CommunicationUniversity:HebeiUniversityDateofOralExamination:May,2013摘要摘要自上个世纪九十年代初国内诞生现代意义上的画廊以来,中国画廊行业已经经历20多年的发展,无论是数量上,还是在规模上均取得了长足的发展。2000年至今,中国艺术市场在持续发展的过程中,已经逐步形成了以画廊为主体的一级市场,以拍卖行为主
3、体的二级市场,以及以艺术博览会为主体的一级半市场彼此分工,相互扭合的市场结构。但是,由于中国画廊业起步较晚,相关的法律法规和行业规范都还不完善,导致了中国画廊行业中仍然存在着经营者定位模糊、职业道德缺失等一系列的问题,画廊的一级市场作用并不突出,经营状况普遍不够理想。本论文从中国画廊经营现况及特点入手,以重庆锦瑟画廊的成功经验为例,深入分析其在定位策略、宣传策略、公关策略及员工培训等方面的独到之处,尝试总结一套切合中国画廊经营特点的营销传播策略,希望能为该行业的长足发展提供有益借鉴。关键词画廊锦瑟画廊营销传播定位公关整合I
4、AbstractAbstractGalleriesindustryinChinahasexperienced20yearsofdevelopmentsincetheearlyninetiesofthelastcenturywhendomesticcommercialgalleriesinthemodernsensewereborn,whichhasachievedconsiderabledevelopmentintermsofscaleandquantity.Since2000,theChineseartmarket,wh
5、ichintheprocessofsustainabledevelopment,hasgraduallyformedtheprimarymarketmarketwhichcommercialgalleriesactasthemainpart,thesecondarymarketwhichauctionhousesactasthemainpart,andthemiddle-marketwhichartfairsactasthemainpart.However,duetothelatestartoftheChinesegall
6、eries,andthelackofrelevantlawsandregulationsandindustrystandards,thereareaseriesofproblemssuchasvaguepositioningandthelackofprofessionalethicsintheChinesegalleryindustry.Theprimarymarketpositionandroleofcommercialgalleriesisnotprominent,andtheoperatingconditionsis
7、notideal.Thisthesis,startingfromthecurrentsituationandcharacteristicsofChinesecommercialgalleries,takingthesuccessfulexperienceofChongqingJinsegalleryasexample,deeplyanalyseitsuniquepositioningstrategy,promotionalstrategy,publicrelationsstrategiesandstafftraining,
8、tryingtosummarizeasetofthemarketingcommunicationstrategyinlinewiththeoperatingcharacteristicsofthecommercialgalleries,aimingatprovidingausefulreferencef