Hunan Painting Pavilion Marketing Strategy Optimization

With the warming painting collection market, large-scale increase in auction, Chinese calligraphy and painting works of art coming managers a golden opportunity, painting high investment boom, the market active, profit margins are greater. At the same time, the overall rise of cultural industries in Hunan, the province's per capita GDP is currently close to 3,000 U.S. dollars, a substantial increase into the stage of cultural consumption, a large number of private museums art market began to seize the painting in Hunan. In this context, as the oldest professional art gallery, museum painting in Hunan increasingly difficult market situation, we must change the "shopkeeper" style, and explore new marketing development.In this paper, the theory of marketing-related painting on the basis of the system described, the use of painting in Hunan Museum of marketing theory analyzes the current situation of marketing; through questionnaire surveys and field research, culture, calligraphy and painting in Hunan developments and trends in the market to judge, on the painting Museum main competitor analysis and SWOT analysis tool used for marketing positioning, marketing models and strategies identified; Finally, the construction of specific marketing channels to build, from the product, price, channel, strategy building four paintings from the Museum of Hunan marketing channels and the implementation of the safeguards proposed ideas.Through this study, in theory, summarized the problem of the domestic market painting art industry, the general rule, access to culture and art of calligraphy changes in the market development of new knowledge, practice painting in Hunan Museum of marketing of the system analysis, a practical channel building strategy.