Engaging Art through Internet: A Study of Marketing Strategy for Chinese Arts E-Commerce
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Date
2016-06-07
Authors
Li, Shawn
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
The Chinese government is currently pursuing an "Internet Plus" action plan that
seeks to drive economic growth through the integration of internet technology into
manufacturing and business. With the rise of the internet and e-commerce, there has
been a rapid increase in online sales of Chinese art. Despite the importance and
influence of the internet in the art market, China is still inexperienced in arts
e-commerce, and the country’s e-commerce is too “new” to have much success in
targeting buyers. Although China is still in the initial stages of art e-commerce
development, many art trading websites are springing up, which further fuels the
development of the art market. In this thesis, the author analyzes the current
marketing strategies used by art trading websites and proposes development strategies
and suggestions in order to further develop art e-commerce in China.
Description
48 pages
Keywords
Artworks, Arts e-Commerce platform, Marketing strategies, Online marketing