Engaging Art through Internet: A Study of Marketing Strategy for Chinese Arts E-Commerce
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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.