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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/71041
標題: | 藝術品行銷探討-以台灣某畫廊為例 Analysis of Art Marketing:The Case of Taiwan’s Galleries |
作者: | Yi-Teng Lo 羅驛騰 |
指導教授: | 黃恆獎 |
關鍵字: | 藝術品,畫廊,藝術行銷,行銷策略, artwork,gallery,art marketing,marketing strategies, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 畫廊業所銷售的藝術品,有別於一般產品的性質,具有藝術性、商業性、非實用性、稀缺性、價值非確定性等等。所以在藝術品的銷售上,其行銷模式與銷售方法,亦有異於其他商品。畫廊常給人一種距離感,因為多數藝術品的價格不斐,被認為是金字塔頂端消費者才會踏進的聖殿。藝術品也因為其高價、非實用性與稀缺性,常被歸類為奢侈品。在此種高價奢侈品,非民生必需品上,如何用有別於銷售一般商品的方式做好行銷,是非常值得探討的議題。本研究以STP、4P、4C與策略行銷4C理論,來討論畫廊業在銷售上的行銷運作模式,試著找出更有效率的行銷方式,以達成更有效果的銷售成績。 The artworks sold by the gallery industry are different from the nature of the general products but tend to be artistic, commercial, non-practical and scarce with uncertainty on value instead. Therefore, regarding the sales of artworks, their marketing models and sales methods also differ from other products. Galleries often give people a sense of distance, because most art works cost an arm and a leg, they are considered to be the palace hall where only the consumers at the top of the pyramid visit. Artwork is often classified as luxury goods due to its high prices, impracticability and scarcity. For such high-priced luxury goods as well as non-daily necessities, how to take advantage of marketing methods which are distinguished from that of selling general merchandise is a topic worthy of discussion. This study uses STP, 4P, 4C and 4C Framework of Strategic Marketing to discuss the marketing mode of the gallery industry in sales and manages to look for more effective marketing methods to achieve better selling performance. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/71041 |
DOI: | 10.6342/NTU201802262 |
全文授權: | 有償授權 |
顯示於系所單位: | 事業經營碩士在職學位學程 |
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