| In recent decade, China, as one of the'golden bricks'in the newly developing arts industrialization has provided the development in the arts industry positive theoretical support through in-depth research on the diffusion, economy, management and other fields of artworks. We use western countries with developed art industries advanced concepts and models as a reference, to further seek into deep theory and practical link within China's artwork market. The greatest objective of this paper is to apply the most frontier marketing and diffusion integrating concept to the current marketing field to the artworks marketing market. Furthermore, this paper also seeks the combination of modern diffusion artworks with the newest marketing concept together, in order to provide marketing of chinese artworks new thoughts and methods.The introduction mainly explains the related background of the thesis title and the present situation of national and international research. Organizing and explaining the research throughout these decades in four areas such as "Art diffusion", "Commercial values of artworks", "Art industrialization", "Integrating artwork marketing and diffusion" and emphasize the embodiment power of artworks marketing under current global context. The first chapter compares and organizes two groups of notions such as diffusion, marketing diffusion between artworks and marketing. The distinctive feature of artwork diffusion therefore serves the foundation of our research towards integrating artworks marketing and diffusion, while on the other hand in relation to the debate between "elitism" and "consumerism" artworks also demonstrates us the mandatory course that artworks go through towards the market and public.The second and third chapter seeks into the course of artwork marketing development from durableness and synchronic structures of artwork respectively. Productivity, circulation, medium and market management as the organization structure of diffusion allows to conclude through the structures features that the process of artworks marketization and marketization survival possesses great meaning towards the art industry establishment. In the fourth and fifth chapter, utilizing new diffusion perspectives in search of new patterns regarding the artworks diffusion in the current art market. Searching for a new appropriate artwork operation and diffusion method from the new integrating marketing diffusion is the innovating and exploring features of this paper. Along with the integration of the following three motives:globalization, informationizing and branding as a whole, it brings a great degree of impact onto the artworks marketing diffusion. Engaging in artwork marketing usually focuses on placing potential customers in top priority, while the important central notion of integrating marketing diffusion is to transform single outward diffusions into creating many connection links between operators, artists and customers and also to circulate around customers who purchase artworks. This reason allows different marketing compartments to consolidate which therefore not only brings benefits to customer groups but as well as to the operator benefits. We assume to seek for artwork operation along with diffusion within the realms of dynamic circuiting operational models and attempt to search for their correspondence in tactical preparation for todays rapid developing art industry market.Lastly, this paper will consider and self-reflect on the reform and opening thirty years in chinese contemporary art marketing patterns and diffusion models, especially analyzing the falling art market caused by the tendency of todays art capitalists and to also foresee the future development of chinese artwork markets. Trusting the process of globalization will provide the artwork market an opened vision. Furthermore, the developing course of the chinese art industrialization in 21st century will definitely be an excellent unity amongst the art system, academic research and the market marketing. |
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