摘要
通过将文献研究与针对杨家埠年画从业者的访谈相结合的方法,呈现了繁盛于清代的杨家埠年画的营销方式:坐店等客——于村中开设画店卖画,开庄卖画——赴外地开设画庄卖画,行商分销——外地年画批发商的批发销售,画行规整——村落年画业自发的组织与自我管理。正是其成熟完善的营销之道对这种农民艺术蜚声全国起到了功不可没的作用。
By combing the methodology of literature review and interviews with practitioners of Yangjiabu New Year pictures, this paper presents the marketing strategies of Yangjiabu New Year pictures that thrived in the Qing Dynasty：wait for customers in the shop—open picture shops in vil-lages and sell pictures, and establish branches or chain stores—set up branches in other places and distribute through itinerant merchants—sell New Year pictures through wholesalers from other places , and put the picture association in order—spontaneous organizations of New Year picture bus-iness in villages and their self-management.It is these mature and impeccable marketing strategies that had played an undeniable role in the flourishing of the peasants’ art.
出处
《文化艺术研究》
2015年第4期1-6,共6页
Studies in Culture and Art
基金
国家社科基金重大项目“中国宗教艺术遗产调查与数字化保存整理研究”(项目编号:11&ZD185)阶段性成果
关键词
杨家埠年画
营销
画店
画庄
行商
画行
Yangjiabu New Year pictures
marketing
picture shops
branches
itinerant mer-chants
picture association
