Mar. 15, 2016 | Posted in Reports, Art Management , Student Reporter | Tags:Jacqueline Vong, Art ManagementReporter: JACQUELINE VONG | Course: Art Management

Art Management 23-Master Course 2015

Art Management Master Course: Arts Marketing of Gallery

Last week, we studied the theories and strategies of arts marketing. This week, we particularly focus on the arts marketing of gallery. There are four steps to realize arts marketing of gallery: first, to define the competences of arts marketing which include corporate marketing, macromarketing, and integrated marketing; second, to define the products by researching the artists, artworks, markets, etc.; third, to analyze the marketing mix; and the last is direct marketing, these are also the processes to identify the trends of demand, meet the needs and expectations, and choose the target audiences.

上週，我們學習了藝術行銷的理論及策略。本週，我們特別集中於畫廊藝術行銷。四個實現畫廊藝術行銷的步驟：首先，定義藝術行銷的能力包括企業行銷、宏觀市場、及整合營銷；第二，通過研究藝術家、藝術品、及市場等來定義產品；第三，分析行銷組合；以及最後的直銷，這些也是識別需求的發展趨勢、滿足需求和期望、並選擇目標受眾的過程。

Furthermore, we read the influence to the factors of demand:
-demographic characteristics
-geographic characteristics
-disposable income
-sociological factors
-behavioral factors
-psychographic factors

此外，我們細看影響需求的因素：
– 人口特徵
– 地理特徵
– 可支配收入
– 社會因素
– 行為因素
– 心理因素

The exercise of arts marketing of gallery is to design an arts marketing plan for a gallery. What we have to do in advance is to search a gallery to study, and find out the season of the gallery, the types of artists, programs, exhibitions timing, and other activities. I choose a Hong Kong gallery Fabrik Gallery as my reference for this exercise. First of all, I study the city, I read the demographics, economy, personal income, culture of Hong Kong; then I read Fabrik Gallery’s introduction, artists, and the past exhibitions; next, I start to design my arts marketing of a gallery.

畫廊藝術行銷的作業是為一畫廊設計一藝術行銷計劃。我們事先需要做的是找一畫廊去研究，找出畫廊的活躍季節、藝術家的類型、規劃、展覽時間、及其他活動。我選擇了一香港畫廊Fabrik Gallery作為作業的參考。我首先是研究城市，閱讀了香港的人口、經濟、個人收入、及文化的資料；之後再細看了Fabrik Gallery的簡介、藝術家、及展過去的展覽；接著，我開始設計我的畫廊藝術行銷計劃。

Fabrik Gallery
Telephone No: + 852 2525 4911
Email: info@fabrik-gallery.com
Address: 1102 Nam Wo Hong Building, 148 Wing Lok Street, Sheung Wan, Hong Kong
Fabrik Blog: www.fabrik-gallery.com/

Welcome spring! It has been a long time missing the sunny day here.

春天來了！這裡有一段長日子没有陽光普照了。

These are Baccelli, typical spring vegetable.

Baccelli, 典型的春季蔬菜。