摘 要:艺术品独特的性质决定了艺术品营销方式的特殊化，艺术品营销的方式简单，并且涉及的社会群体也不多，这样的局限性限制了艺术文化产业的发展。随着计算机与互联网技术的发展，网络营销作为一种新的营销方式，不断发展成为当今社会最活跃的营销方式。

    本文目的是通过研究网络营销与艺术品营销的背景、艺术品网络营销的困境，提出适合艺术品网络营销的方式，最后提出艺术品网络营销策略，并且以紫砂壶网络营销为例进行讲述。

　　　本文首先阐述网络营销的概念，对现有艺术品网络营销进行案例分析，进而分析艺术品网络营销现状存在的优势以及不足之处。

　　　本文把艺术品营销与网络营销结合到一起，提出并分析艺术品网络营销的方式，判断这种方式是否可以行得通。

　　　希望本文在艺术品网络营销方面的研究在未来可以对艺术品网络营销模式探索提供可借鉴之处。

关键词：市场营销 艺术品 网络营销

ABSTRACT:Artworks' special properties determined that the way of artworks' marketing is unique， artworks' marketing is simple，and it has few social groups， the limitations of such limits the development of art and culture industry. With the development of computer and Internet technology， network marketing，as a new marketing method， become the most active way in today's society.

　　The purpose of this research is put forward a new net-marketing pattern of artworks，through the researches in network marketing，the background of the artworks marketing,artworks network marketing dilemma and the artworks net-marketing instances，etc.,.

　　This article first explains the concept of network marketing， and analysis the existing case of artworks' network marketing，then analysis the advantages and disadvantages of present Artworks net-marketing.

　　This article will combine artworks marketing and net-marketing， propose the way of artworks net-marketing，then research and analysis the feasibility of this model.

　　Hope that the research of this article in artworks net-marketing can provide help for exploring the mode of artworks net-marketing in the future.

Keywords：Marketing；Artworks；Net-marketing