摘要
随着经济的迅速发展,物质生活水平的提高,人们越来越关注更高层次的精神生活的
享受。尤其是人们审美情趣的日益提升,人们更加重视艺术的享受,开始考虑将艺术融入
进日常生活中,让生活充满美,这种追求更高品质的需求进一步改变着人们的生活和消费
习惯,于是艺术品开始走进人们的生活中。然而,由于艺术品本身具有很高的价值,因此
对于大多数消费人群来说,他们很难有机会接触并购买到艺术品原作,很多艺术品对于他
们而言只可远观。但是一些低劣的仿制品又很难体现出原作的艺术美。在这种情况下,艺
术衍生品应用而生,它将大众与原本遥不可及的艺术品原作联系在一起,充分满足了人们
渴望消费艺术的精神需求。但是从当前的艺术衍生品市场发展看,当前该市场良莠不齐,
企业之间的竞争日益激烈。艺术衍生品市场并没有形成自身的市场营销策略,因此在整个
市场中并不占据优势位置。
本文把艺术浦东公司的艺术衍生品作为研宄对象,首先对艺术浦东公司目前的营销环
境从消费、竞争及欧亿·体育（中国）有限公司三方面的状况进行了简要的介绍,在此基础上,深入研宄公司目前
的营销策略,找出目前所存在的问题,并从现代市场营销理论角度针对这些问题进行了深
入剖析,找出问题存在的原因。最后针对公司营销现状提出了解决这些问题的一些思路方
法。作者希望通过本文帮助到艺术浦东公司,也能为中国的艺术衍生品公司在制定营销策
略的时候提供一些参考。从本文的结构来看,本文的研究主要包括以下几部分:
第一部分为绪论,提出本文的研宄背景、意义、研宄内容和研究方法,并对国内外的
研宄现林进行综述,此外,还确定了本文的研宄技术路线及研宄的创新点;第二部分为理
论概述部分,介绍了艺术衍生品及市场营销的基本概念,并对4P、SWOT、PEST以及STP
等多种市场营销环境分析方法进行介绍;第三部分为艺术浦东公司营销现状分析,本部分
首先对整个艺术衍生品市场进行概述,接着对艺术浦东公司的基本情况及现行的市场营销
策略进行介绍,然后首先介绍了艺术浦东公司产品销售增长率下降问题,然后就这些问题
给公司带来的影响进行了介绍,在此基础上对艺术浦东公司产品销售增长率下降问题的原
因分析,站在消费者需求的角度,通过深入的调查分析从产品开发创新、产品性价比、渠
道便利性、品牌影响力、服务体验优化等方面剖析了销售增长率下降的原因;第四部分则
是市场营销环境分析,本部分采用PEST、SWOT、STP等内外部环境分析工具,对当前艺
术浦东公司市场营销环境进行了深入的分析;第五部分为营销策略优化,基于4P理论结
合实际情况从产品、价格、渠道、品牌和服务五方面进行优化。同时针对公司出现的其他
I
-%问题,还提出从组织结构优化、物流管理优化、人力资源优化等方面进行完善;第六部分
为营销策略优化前后的实施策略,本部分指出在对公司的市场营销策略进行优化以后,公
司的市场营销成本、产品的销售量和利润、营销人员的积极性和主动性等方面都有了显著
地改善;第七部分为结也,指出本女的鉼宄结论,并就当前的研究不足提出下阶段的研宄
方向。
关键词:艺术衍生品;艺术浦东公司;市场营销;营销策略
IIAbstract
With the rapid development of the economy, peopled living standards are increasing, people
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in; the settlement of the initial food and clothing problems, began to pay aftentio_n to a higher ＊
level of spiritual enjoyment. Especially people&39;s aesthetic taste is increasing,people pay more
attention to the enjoyment of art, began to consider the art into the daily life, so that life is full of
beauty, this pxxrsuit of higher quality needs to further change people&39;s living and consumption
habits, so Art began to enter people&39;s lives. However, because the art itself has a high value, so
for most consumers, it is difficult for them to have the opportunity to contact and buy the original
works of art, a lot of works of art for them only distant view. But some bad imitation and it is
difficult to reflect the original artistic beauty. In this case, the application of artistic derivatives, it
will be the public and the original works of art can not be linked to the original, fully meet the
peopled spiritual needs of the art of consumption. However, from the current development of the
art derivatives market, the current market is mixed, the increasingly fierce competition between
enterprises. Art derivatives market does not form its own marketing strategy, so the market does
not occupy the dominant position.
In this paper, the art of Pudong company’s derivatives as the research object the first of the
Pudong companyfs current marketing environment from the consumption situation, competition
and industry situation in three aspects of a brief introduction,on the basis of the company’s
current marketing strategy Carried out in-depth research to find out the existing problems, and
then on these issues from the perspective of modem marketing theory in-depth analysis to find
out the reasons for the existence of these problems. And then for the current marketing situation
of the company put forward some ideas to solve these problems. Through this research,this
paper also hopes to provide some reference value for Chinese art derivatives companies in
formulating marketing strategies to further improve the marketing level of the whole industry.
From the research content of this article, the research of this paper mainly includes the following
parts.
The first part is the introduction,and the research background,significance,research
content and research methods of this paper are put forward. At the same time, the research route
of the research technology and the innovation of the research are also determined. The second
part is the theory This section introduces the basic theory of art derivatives and marketing, and
introduces four kinds of marketing environment analysis methods such as 4P, SWOT, PEST and
STP. The third part is case analysis, first of all, the basic situation of art Pudong Company And
the current marketing strategy to introduce, and then use SWOT, PEST and internal
environmental analysis tools, the current art of Pudong company&39;s marketing environment for
hiin-depth analysis; the fourth part of the cause of art Pudong company sales growth rate analysis
of the problem,In this part,the author introduces the problem of the decline of the sales growth
rate of Art Pudong Company, and then introduces the impact of these problems on the company.
1
The fifth part is the analysis of the marketing problems and causes of the art Pudong Company.
Through in-depth investigation and analj^is, At present the company in product homogeneity,
marketing This paper analyzes the reasons that, the market competition is fierce, the channel
coverage tradition and the brand influence are weak, and so on. The sixth part is the fifth part of
the marketing strategy research, the use of STP Analysis of the method, from the company
market segmentation, the target market and market positioning in three aspects of the in-depth
study, based on the product for R & D and design, identify and match the price, open up new
channels to strengthen brand building and Strengthening the management of dealers and other
aspects of optimization; the seventh part of the conclusion, pointing out the conclusions of this
paper, and the current research on the next stage of research.
Key words: Art Derivatives; Art Pudong; Marketing; Marketing Strategy
IVk
目录
触I
Abstract Ill
—
、绪论1
(一)研宄背景
1
(二)研宄意义
1
1、理论意义
1
2、实践意义
2
(三)国内外研宄现状
2
1、国外研究现状
2
2、国内研究现状
3
(四)研究内容和方法
6
1、研宄内容

6
2、研究方法
7
(五)本文的创新点

8
二、相关概念及理论概述
9
(一)相关概念
…
…
9
1、市场营销
9
2、艺术衍生品
9
3、市场营销的发展
9
(二)相关理论
10
1、市场营销4P理论
10
2、STP 理论
11
3、竞争优势理论
11
(三)市场营销分析工具和
12
1、PEST分析工具
12
2、SWOT分析工具
13
三、艺术浦东公司发展现状
15
(一)艺术衍生品市场发展现状
15
(二)艺术浦东公司发展现状
16
v1、公司简介
16
2、公司产品营销现状
17
(三)艺术浦东公司销售增长放缓的问题及影响

19
&39;
&39;
1、艺术浦东公司