코로나 시기 중국 예술품시장 운영전략 탐색 연구

Abstract

The outbreak of COVID-19 has brought changes to the art industry and its market around the world.As the Chinese art market also faced the problem of traditional art marketing paradigms not adapting to social reality, the Chinese art market was given the proposition of seeking changes and paradigm shifts over the times. This study examined the ecological structure of the art market in China regarding the operation status of the Chinese art market during the COVID-19 period, and analyzed specific problems through changes in the Chinese art market in the post-COVID-19 era. Through this, the primary market operation strategy and methods necessary to strengthen the ability to cope with crisis in response to changes in art policy in China were presented. In addition, through the analysis of the flow and current status of the secondary art market, the establishment of an on-off operation model of the secondary art market and optimization of the network operation management system were discussed. Furthermore, operation strategies such as positioning and classification of the art market necessary to form an active relationship with consumers in the future Chinese art trade market and to improve purchasing ability were discussed. Specifically, it analyzes changes in the primary market due to policy changes, optimizes the Internet+management model and network management system for the digital era, and presents operational strategies that combine academic perspectives in various fields. Through this, this study attempted to present an operation plan necessary for the development of the Chinese art market in the future of the COVID-19 era. Therefore, this study is meaningful in that it has sought a new way to solve the problems necessary for the future operation of artworks in the Chinese art market under the influence of COVID-19.