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Analysis of Art Marketing：The Case of Taiwan’s Galleries
artwork,gallery,art marketing,marketing strategies,
|Publication Year :||2018|
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.
|Appears in Collections:||事業經營碩士在職學位學程|
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