意拓公司是一家以艺术品及衍生产品开发销售、艺术品投资鉴赏培训、收
藏家俱乐部、艺术品展览为主要经营项目的文化产业公司。公司是内蒙古书画
行业内的领军企业,如何充分发挥内蒙古地区特色文化优势,关注中国西部文
化艺术市场,确保意拓公司的战略发展和实施更加合理化和规范化,.并为公司
的未来发展明确方向,是这篇论文的研究目的
本文撰写从纵向、横向两个角度分析市场环境,注重中国书画艺术品市场
历史发展对现在市场发展的指导借鉴作用,同时对书画艺术品市场的宏观环境
和行业环境做出系统分析。特别是在行业环境分析中,充分重视书画艺术品的
产品特殊性、行业特殊性,对书画艺术品市场体系中的画廊、拍卖行、艺术家、
艺术作品、客户、金融机构进行了详细深入的分析;同时又对意拓文化的战略
资源能力运用SWOT方法进行了客观的分析,确定核心竞争能力,进而制定意拓
公司书画业务发展战略——以艺术品基金为中心的书画投资收藏项目,为中高
端客户投资收藏近现代、当代具有竞争力的书画作品,并给出客观可行的战略
措施
关键词:艺术品市场,艺术品基金,战略研究
I
Abstract
Developed for near twenty years,the Chinese art market is gradually stepping on
the right track. The chain which contains art gallery, artwork exhibition, auction
market, culture property exchange, artwork funds has composed an ecosphere in
painting and calligraphy artwork market. After doing research on the operations of the
top-ten auction houses in China, we know that their painting and calligraphy turnover
in one year have already surpassed 30 billion. This is enough to reflect the size of the
market of Chinese painting and calligraphy art has been significant. What39;s more, the
reality in painting and calligraphy artwork market is not only a kind of collection
phenomenon,nowadays it is a trade which go hand in hand with finance and
investment. Artwork shows its huge market space and good prospect, especially in
artwork funds, financial credit and insurance mortgage.
Yi Tuo is a culture industry company whose main operation projects contain the
development and sale of artwork and its derivative product, artwork investment and
appreciation training, collector club, artwork exhibition. Yi Tuo is a leading company
in painting and calligraphy in Inner Mongolia. This thesis studies how to give full
play to the distinct cultural advantages in Inner Mongolia,pay close attention on the
western cultural artwork market in China, ensure the strategy development and
implement more rational and normal, and it also hopes to provide clear direction for
the company39;s future development.
This paper analyzes the market environment from two different angles:
horizontal and vertical. It emphasizes that the historical development of Chinese
painting and calligraphy artwork market can be used as a reference for nowadays
market development, and it analyzes the macro-environment and industry
environment of the artwork market systematically at the same time. This thesis gives
sufficient emphasis on the product particularity, industry distinctiveness in the trade
environment analysis. It also analyses the gallery, auction house,the artist, artwork,
client and the financial institution in the painting and calligraphy artwork market
II
system in detail. At the same time,it analyses Yi Tuo39;s strategic resources ability
using SWOT method objectively,confirms its core competition power, and then
formulate the company39;s business development strategy一using artwork funds to
carry a kind of investment project, and collect modern competitive artwork for
high-end customers,and provide feasible and objective strategic measures.
Key words: artwork market,artwork funds,strategic research
III
目录
第一章引言
: 1
1.1论文选题背景1.2论文选题意义1.3中国书画艺术品发展历程1.3. 1解放前中国书画艺术品发展沿革1.3.2新中国中国书画艺术品发展历程1. 4本文研究思路与方法第二章书画艺术品行业环境分析2. 1画廊市场分析2.1.1中国画廊业发展历程2. 1. 2中国画廊的基本构成2.1. 3画廊业存在的主要问题2.2中国艺术品拍卖市场分析2.2. 1中国艺术品拍卖的阶段分析2.2.2中国艺术品拍卖的现状特征2.3中国书画艺术品分析
22
2.3. 1中国古代书画作品拍卖市场分析
23
2. 3. 2近现代书画作品拍卖市场分析
25
2. 3. 3当代书画拍卖市场分析
26
2.4高端书画艺术品客户群体分析
28
2. 4. 1投资类型
28
2. 4.2投资与收藏兼顾类型
28
2. 4. 3真正的艺术收藏爱好者
29
2.4.4艺术品公关送礼者
29
2. 4. 5文博机构、美术馆等专业组织
29
2.5艺术品基金发展分析
30
2. 5. 1国际艺术品基金发展沿革
30
IV
2. 5. 2中国艺术品基金现状分析
32
2.6文交所运营模式
34
第三章意拓文化战略资源与能力分析
36
3.1画家画作开发能力分析
36
3. 1. 1长安画派刘文西、王西京
36
3. 1. 2刘大为
37
3. 1. 3王明明
38
3. 1. 4 冯远
38
3. 1.5薛林兴
39
3. 1. 6 丁谦
39
3.1. 7合作书画家竞争力分析
39
3. 2意拓画廊竞争能力分析
40
3.3人力资源分析
41
3.4行业整合能力分析
41
3.4.1与中国美术家协会的合作关系
42
3.4.2与国家画院的合作关系
42
3. 4. 3与拍卖行合作关系
43
3. 4. 4与艺术媒体合作关系
43
3. 5财务状况分析
44
第四章意拓书画业务战略内涵设计
45
4. 1意拓书画业务SWOT分析
45
4. 1. 1优势分析
45
4. 1.2劣势分析
46
4. 1. 3机会分析
47
4. 1.4威胁分析
48
4. 2意拓书画业务竞争战略选择
49
第五章意拓书画业务战略措施制定
51
5. 1画家画作幵发
51
5. 1. 1加强同现有书画家合作
51
5. 1:2幵发在拍卖市场有一定成绩的优秀画家
51
5. 1. 3适当幵发近现代书画大师作品
52
V
5. 1.4关注潜力股青年画家
52
5.2意拓书画艺术品基金设计运营
52
5. 2. 1组织架构
52
5. 2. 2买什么
53
5.2.3怎么买,买多少
54
5.2.4投资时间
54
5. 2. 5赎回机制
55
5. 2. 6风险控制
55
5. 2. 7建仓途径
56
5. 2. 8合作机构
56
5. 2. 9基金类型
56
5. 2. 10艺术品基金收入来源
56
5.3意拓书画艺术品基金募集
57
5.4意拓书画艺术品基金退出机制
57
5. 5意拓书画艺术品基金经营平台的搭建
58
5. 5. 1完善收藏家俱乐部建设
‘
58
5.5.2举办艺术品收藏鉴赏总裁班
58
5. 5. 3艺术家走进企业系列活动
59
5.5.4开发版画项目
59
参考文献 61
If 63
VI
第一章引言
第一章引言
1.1论文选题背景
自1978年改革开放30年来,中国经济步入快速发展轨道,长达30年的高
速增长使中国的国际地位显著提高,逐步成为世界经济的新发动机。我国的国
内生产总值由1978年的3645.
。。。。。。以上简介无排版格式，详细内容请下载查看
==>>