Research On The Construction Of Private Art Museums And Other Independent Brands In Contemporary China

As the carrier of cultural space,private art museums are drivenby works of art,design thinking,exhibition concepts,and etc.It is an important platform that integrates art works,design concepts,services and consumption,and promotes cultural development and clarifies cultural images.In 1995,with the establishment of the Chinese Contemporary Art Museum in Chongqing,the construction of our private art museums officially kicked off.But generally speaking,in the past 20 years,China’s private art museums have not only withstood the test of strong winds and waves,but also blossomed in the process of development.In 1996,Mr.Ma Weidu founded the first private museum in China-Guanfu Classical Art Museum.What really formed the first wave of private art museums in China was the Guilin Yuzi Sculpture Garden founded by Taiwanese businessman Cao Rizhang in 1997 in Guilin Yuzi,Guangxi.Since then,the establishment of private art museums in my country has sprung up like bamboo shoots after a rain.The Shenyang Dongyu Art Museum,Tianjin TEDA Art Museum,Chengdu Shanghe Art Museum founded in 1998,and the public-private Chengdu Modern Art Museum art museum founded in 1999 have appeared.Since 1995,the upsurge of building private art museums in China has continued and has achieved phased results."As of the end of 2019,the total number of private art museums in China was about 864.And private art museums have gradually become a force that cannot be ignored in cultural construction work in China,supplemented the gaps in the state-owned art museums in some art fields,and made great contributions to the academic construction of art in our country.Then to the booming development of the Ullens Center for Contemporary Art led by foreign capital and “so-called art museums” directly spawned by the hot effects of the contemporary art market,the phenomenon of Chinese private art museums has truly become a new wave of fierce coming,which has hit and revolutionized the inherent art system and pattern.This article will start with the analysis of the development of private art museums.It will discuss the various factors that affect the sustainable development of private art museums and how to gain more social recognition under the premise of adhering to cultural and artistic ideals to get more support and realize the benign operation of art museums through the analysis of the strategic planning,industrial layout,operation mode,government role,economic environment and other external factors of private art museums such as Today Art Museum and Mumu Art Museum.Under such a background,the building of independent brand of private art museums has become an issue worthy of exploration.The value of contemporary private art museum branding lies in the value of influencing artmuseums accessing to related resources,including human resources,finance,and policy at the quantitative and qualitative levels through the value management of the relationship between the art museums and various stakeholders,such as donor support,heterogeneity with competitors of the same kind,and effective interaction with the government,and etc.Meanwhile,the brand enables the museum to use information consistent with its spirit to have an effective dialogue with all audiences.Therefore,a distinctive brand can often enable stakeholders to have a clearer recognition of the identity of the museum,reposition the relationship with the museum,and support services and products,contributing to realize the mission of the museum.This article takes various aspects in the management of private art museums(exhibition,collections,public education activities,audience construction,corporate cooperation,fundraising channels)as the analysis objects.Combiningwith the theoretical framework of life cycle analysis,it critically analyzes and explores the feasible ways of building independent brands of contemporary Chinese private art museums.However,there are relatively few researches on the construction of independent brands of private art museums in China at this stage and a lot of field researches needed to obtain first-hand information.In the process of writing the paper,interdisciplinary content such as economics,management,life cycle theory will also be involved.