Research On Competition Strategy Of Nanjing Contemporary Art Gallery Under Porter's Five Forces Model

In recent years,the contemporary art market in China has developed well,with the turnover increasing continuously for six years.The proportion of contemporary art market in China's cultural industry has gradually increased,which has become a major boost to the development of China's cultural industry.The contemporary art market in Nanjing is gradually active by the stimulation of the great environment.At the same time,the development of the market also causes the intensified competition in the art industry.As a primary art market,the contemporary art gallery is facing challenges in its survival and development,and its competitiveness needs to be further improved.This paper takes the gallery of Nanjing main contemporary art as the research object,first of all,introduces the research background,research significance and the research situation of Contemporary Art Gallery at home and abroad.The paper explains the concepts and theories involved in the paper,clarifies the concepts of contemporary art and Contemporary Art Gallery,and explains the specific contents of Porter's five force analysis model and three general competitive strategies.Secondly,the development process and current situation of Nanjing contemporary art gallery industry are summarized and summarized.Then,the paper analyzes the macro development environment of Nanjing contemporary art gallery from four aspects of politics,economy,society and technology by PEST analysis method.Then,using five force model,the author analyzes the competition situation of the existing competitors,the threat of potential competitors,the threat of substitutes,the bargaining power of suppliers The paper analyzes the external competition environment of Nanjing contemporary art gallery from the five aspects of the buyer's bargaining power,and clarifies that the main competitive threat lies in the famous art gallery outside the province,as well as the alternative products such as auction house and art e-commerce.Then,the competitive advantages and disadvantages of Nanjing contemporary art gallery are summarized by SWOT analysis.Based on these analyses,it is concluded that three basic competitive strategies are of great significance to the long-term development of Nanjing contemporary art gallery.Based on the cost leading strategy,differentiation strategy and centralized strategy,the paper puts forward the specific measures to implement these competitive strategies from the aspects of organization management,resource utilization,products,services and brands,so as to improve the competitiveness of Nanjing contemporary art gallery.