互联网+背景下艺术品电商网络营销模式研究——以微拍堂为例

Research on Network Marketing Mode of Art E-Commerce under the Background of Internet+—Taking Micro-Paitang for Example

摘要: 随着一带一路与文化输出的深入，国家对传统文化的传承与发展越加重视。但是随着的飞速发展，近年来线下艺术品市场低迷，导致许多画廊关闭，动辄几千几万一平尺的艺术作品无人问津，有价无市。而随着电子商务发展的迅速，人们普遍更侧重于在网上消费，同时电子商务的消费模式也必将成为未来的发展趋势。本文主要以微拍堂为例，针对于互联网+背景下艺术品电商网络营销模式研究。

Abstract: With the deepening of the Belt and Road Initiative and the cultural export, the state attaches more importance to the inheritance and development of traditional culture. But with its rapid development, as a result, many galleries have closed, and thousands of one-square-foot works of art have gone unsold. With the rapid development of e-commerce, people generally focus more on online consumption, while the consumption pattern of e-commerce will become the future development trend. This paper mainly takes Micro-Paitang as an example to study the network marketing mode of art e-commerce under the background of Internet+.