Research On Online Marketing Mode Of Chinese Artwork

Art Online Marketing is a series of activities derived from the traditional art market.Based on the Internet,the existing physical transactions are extended to the virtual space,which allows artworks to be displayed,shared,sold,auctioned online.Economic stability and prosperity are the prerequisites for Art Online Marketing,as well as the popularization and development of the Internet.Meanwhile,the outbreak of the Covid-19 has also become a catalyst for the booming of Art Online Marketing.Looking at the current tendency and running rules of Art Market,Art Online Marketing means both present and what future would be like.Therefore,it is necessary and valuable to study the mode of Art Online Marketing.In the context of the Internet spreading globally,combining the characteristics and development laws of the art market,based on the relevant theories and practices of communication,management,marketing,psychology,etc.,using case analysis,literature research,comparative analysis,and interdisciplinary research.this study takes the mode of Art Online Marketing as the research object,and discuss the related issues of online marketing of artworks in China.First,analyze the general characteristics of Art Online Marketing in China through researching on the overall environment,influencing factors,and summarizing the current situation of Art Online Marketing.Secondly,summarizes the point-line-plane into full-link communication mechanism of Art Online Marketing by doing case study from connection to interaction to networking.Meanwhile,explore the optimal strategy for Art Online Marketing in China through comparative analysis,combining the methods and advantages of different marketing strategies in art market.Finally,this paper is focusing on the problem solving in brand building,business strategy,market supervision and other aspects of current Art Online Marketing in China,and puts forward reasonable suggestions and future prospects.Thus,how to seize the opportunity and form a healthy development is an urgent issue for art operators.On the basis of summarizing the research results of predecessors,this paper absorbs excellent marketing cases domestically and internationally,innovatively applies marketing strategies with Internet characteristics such as live broadcast and DTC user direct,and provides a theoretical reference to Art Online Marketing in China.