数字化背景下艺术品的营销策略研究

Research on Marketing Strategies of Artworks in the Digital Context

摘要: 在数字化的背景下，艺术品面临“传播渠道固化、消费门槛高、商业变现低效”的结构性困境，亟需适配性营销策略突破。本研究采用“问题–策略”对照分析框架，梳理了艺术品数字化传播、定价机制、社区运营三个核心维度的现状问题，并提出针对性的优化策略。研究发现：数字化传播面临载体创新不足、技术适配性差等问题；艺术品的价格门槛高且定价机制僵化且存在信息不对称、估值体系缺失等困境；社区运营面临用户粘性低、缺乏共创机制等挑战。基于泡泡玛特定价策略和无聊猿社区运营逻辑，力图构建“数字化载体–定价机制–社群运营”三维协同框架，为数字化时代艺术品实现高效电商化营销、提升传播效能与商业化变现能力提供可落地的策略参考。

Abstract: Against the backdrop of digitalization, artworks are confronted with structural predicaments: “solidified communication channels, high consumption thresholds, and inefficient commercial monetization”, calling for urgent adaptive marketing strategies to achieve a breakthrough. Adopting a “problem-strategy” comparative analysis framework, this study sorts out the current issues in three core dimensions of artworks—digital communication, pricing mechanisms, and community operations—and proposes targeted optimization strategies. The research reveals that: digital communication is hampered by insufficient carrier innovation and poor technical adaptability; pricing mechanisms are plagued by information asymmetry and the lack of a sound valuation system; community operations face challenges such as low user stickiness and the absence of co-creation mechanisms. Drawing on Pop Mart’s IP premium model and the community operation logic of Bored Ape Yacht Club (BAYC), this study endeavors to construct a three-dimensional collaborative framework of “digital carriers-pricing mechanisms-community operations”. It aims to provide actionable strategic references for artworks to realize efficient e-commerce marketing, enhance communication efficiency, and improve commercial monetization capabilities in the digital age.