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摘 要
在中国，目前无论是在艺术品投资和收藏市场，还是新兴的艺术衍生品市场，
特别是装饰画市场，都保持着整体上升的态势。在中国经济继续保持调整和平稳
发展的过程中，进入艺术品市场的资金也进一步加大。而且，由于中国民众越来
越富有，艺术品的投资和收藏越来越大众化，全民化。

与此同时，随着中国经济的迅猛发展和国民富裕程度的不断提高，由于城市
化进程、市场炒作和传统观念等影响，国内的居民住宅和商业住宅数量不断增多。

经济和房地产业的快速发展导致更多房屋的购买和使用，进而致使人们对艺术品
需求大量增加，但由传统意义上的艺术品在形式、价格和数量上的特殊性，使其
没有办法满足大众对艺术的追求和享受。从而“消费型艺术品”不仅应运而生，
而且成交量和成交额不断地攀升。此时形成了消费型艺术品创业绝好的一次机会。

本创业计划书利用文献法、比较法和实证分析法和相关的管理理论等方法和
理论工具，对中国消费型艺术品创业做了详尽的分析。其间利用 PESTEL 对创业宏
观环境进行建模，用波特力的五力模型来具体阐述了行业竞争情况，也用 SWOT
分析了创业自身所具有的优势、劣势、机会和威胁。在此综合分析的基础之上进
行了企业的战略策略分析，并制定了具体和实施步骤和注意事项。计划书本身最
大的亮点就在于，在对整个行业、市场及企业自身细致分析的基础之上，得了一
套全新的、并可行的商业模式，同时对其业模式本身也进行了具体的阐述。

希望这篇创业论文可以在政策层面、企业层面和社会层面，无论是在对类似
企业的创业方面，尤其是装饰画和画框相框产品，还是在促进地方文化产业发展
和地方文化市场的繁荣，促进区域经济的发展与转型方面能起到积极的作用。使
艺术品作能更快地社会化和市场化。满足大众对艺术及艺术品的欣赏和消费需求。

从而实现经济效益和社会效益双丰收。

关键词：创业计划书，消费型艺术品，艺术消费市场，艺术品创业Business Plan for Afforded Artistic Works
Abstract
At present in China, whether in art investment and collection market, or the
emerging art derivatives market, especially the decoration painting market, maintain
the overall upward trend. In the process of China's economy continues to maintain
steady adjustment and development, the funds to enter art market must have been
further increased. Besides, as to the people in China are becoming richer and richer,
Art investment and collection must be socialized in China.
Meanwhile, with the level of national prosperity lifted step by step, and the
influence of city development and the traditional concept of market speculation, the
number of residential and commercial housing home keeps growing. The rapid
development the real estate industry resulted in the purchase and use of more houses,
which causes a large increase in demand for people on Arts and Art derivatives. But by
the traditional sense of art in the form of price and quantity, particularity, which can't
meet the public pursuit. Thus, the consumption type art emerge, and the trading
volume and turnover are rising increasingly. Now all these formed a good chance to
consumption type art entrepreneurial.
I use the comparison method, empirical analysis method and the related
management theory to analyze of consumption type art entrepreneurial in detail in my
business plan. The PESTEL, Michael Porter's Five Forces Model and SWOT analysis
are used in it. Based on the comprehensive analysis above, we develop specific
implementation, and steps and matters needing attention. the biggest bright spot in this
plan is that, on the basis of market and enterprises throughout the industry, it shows a
new, and a viable business model, and the business model itself is also discussed.
Hope that this paper can do some helpful work at the policy, the enterprise and the
society.
Key Words: Business plan, art, art derivatives, decorating arts, afforded art