PROGRESSIVE POSITIONING OF ART OBJECTS: CONCEPT, APPROACHES, PROBLEMS /ПРОРЫВНОЕ ПОЗИЦИОНИРОВАНИЕ АРТ-ОБЪЕКТОВ: ПОНЯТИЕ, ПОДХОДЫ, ПРОБЛЕМЫ

В. Ю. Пашкус / V.Y. PASHKUS, А. А. Кольцова / A.A. KOLTSOVA, Ю. М. Мальцева / Y.M. MALTSEVA, А. В. Волкова / A.V. VOLKOVA

Abstract


Современный мир – это мир неощутимых активов, мир, где меняются правила ведения бизнеса и факторы конкурентоспособности компаний. При этом, неощутимые активы (имидж, бренд и пр.) имеют разную значимость на различных рынках. К самым необычным из них относится и рассматриваемый в данной работе артрынок. С 2017 года можно однозначно постулировать, что рост арт-рынка определяется не «капризами миллиардеров», а стратегической политикой музеев, делающих покупки подобного рода исходя из имиджа и в надежде на появление новых денежных потоков от посетителей и иных заинтересованных сторон, индуцированных данными инвестициями. Зачастую, проактивные маркетинговые стратегии приносят музеям значительные дивиденды и порождают появление высокодоходных («прорывных») музейных проектов. Поэтому, исследование проблем артрынка и является в настоящее время таким актуальным

Keywords


арт-рынок, арт-объект, маркетинговые стратегии, ценность, цена

References


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