Kao Chien-fu Calligraphy And Painting Art Marketing Strategy Research

The culture and art thrived in the period of Republic of China.Accordingly,the evolution and variation of the calligraphy and painting market responded exactly to this.The traditional literati are deeply influenced by the Confucian culture.They are arrogant and ashamed to talk about profits.It is difficult for the calligraphy and painting works to achieve greater value through market operation.Kao Chien-fu(1879-1951),a giant of Lingnan Painting School,explored the diversified marketing of the calligraphy and painting market with the idea of saving the country by art,and played a leading role in the transformation of Chinese calligraphy and painting marketing from "traditional" to "modern".At present,the academic circles are more inclined to study Kao Chien-fu’s eclectic ideas,traditional Chinese painting education,and his revolutionary identity,while ignoring Kao Chien-fu’s analysis of the operation of the art market.This paper focuses on analyzing Kao Chien-fu’s use of political capital,educational resources,international influence and modern commercial operation and propaganda initiative through sorting out the consumer groups and market positioning of Kao Chien-fu’s calligraphy and painting,enriching and innovating market operations such as revolutionary aura,frequent exhibitions,publishing personal albums,using market intermediaries,strengthening the strength of painting school through education,various propaganda initiatives and international influence,and realizing the transformation of resources among political power,social prestige and economic wealth.Kao Chien-fu’s marketing strategy is not only to seek market interests,but also to popularize culture,enhance the status of Lingnan Painting School in the domestic and international art circles,and establish his own position in the painting world.The reform of calligraphy and painting market in China was led by Kao Chien-fu’s market operation.The varied commercial practice currently popular in calligraphy and painting market in China could trace back to it.