A theoretical study on marketing phenomenon of Calligraphy and Painting – Taking the Late Ming Period as a case

• Main Authors: Chien, Tzu-Yun, 簡子筠
• Other Authors: Lin, Long-Dar
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/c8njcz

碩士 === 國立臺灣藝術大學 === 書畫藝術學系 === 103 === This research explores the marketing phenomenon of Chinese painting and calligraphy artists and the art market. The late Ming Dynasty has been selected for this paper because that is the period when the ancient Chinese painting and calligraphy market began to flourish. Therefore, the research examines the behavior patterns of late Ming painting and calligraphy artists. Based on the theoretical framework of western marketing theory, and by cross referencing historical data and literature on late Ming painting and calligraphy, marketing factors and methods of the painting and calligraphy market during this period are identified. This research presents marketing techniques commonly used by Chinese painting and calligraphy artists. By analyzing the painting and calligraphy promotion approaches used from the later part of the Ming Dynasty to contemporary times, the author hopes to provide a glimpse of the past that can be used as a future reference for painting and calligraphy artists in the field of art marketing.