仿真艺术品(书画)复制行业-论文.doc

. PAGE .. 毕业论文 仿真艺术品（书画）复制行业 摘 要 在西方发达国家仿真艺术品比比皆是,在大酒店、办公室、走廊、客厅和卧室，随处可见五颜六色的艺术复制品。从世界范围看，仿真复制已成文化消费市场发展的必然趋势。 亚洲范围内，日本的二玄社是首家成功跨越国界走向世界的艺术复制品公司。在我国，仿真复制业作为新兴行业，初步具有了一定的发展模式与规模。新兴从事仿真艺术品复制工作的大小公司无数，其中起步比较早、发展比较好、知名度较高的有百雅轩、圣彩虹等企业。 所谓仿真，就是从材质、形状、尺寸，甚至装裱或包装形式上都遵循原作，达到不仅仅是图像色彩、层次和清晰度要与原作尽量一致，并且在质感、触感方面也一致的效果。从事仿真艺术复制，无可避免，需要攻克的一道难关就是以复制技术为核心展开的一系列生产工艺，对于此，各仿真艺术复制企业各有各的诀窍，通过不断试验与实践，形成了自己独特的生产方式与经营方式。 文中，宏观方面，从行业环境、行业结构等方面展开分析，并以北京一鼎轩文化发展有限公司为例，从其生产工艺、经营策略及内部环境等方面展开分析，在此基础上为一鼎轩公司提出一套整合营销传播方案，并展望行业发展前景。 关键词：仿真书画 经营现状 整合营销传播 前景思考 ABSTRACT High Fidelity Reproduction of Artworks is everywhere in western developed countries， fulled in hotels, offices, corridors, living-rooms and bedrooms. In the global perspective, Simulation replication of cultural consumption has become an inevitable trend of market development. In Asia, Hyun II Society in Japan is the first emulation art company， which across national boundaries into the world successfully.In china, Simulation replication industry as an emerging industry,has got a certain amount of the initial mode and scale.There are many developing companies engaged in the cause of Simulation replication industry. Gallery 100 and St Rainbow are two of them which have earlier start, better development and Higher visibility . The so-called simulation ,is just to imitate the original from the material, shape, size, and even framed or packing form. Simulation of the arts to engage in reproduction inevitably need to work together to overcome the difficulties is to copy the technology as the core to start a series of production processes . For this , every copy of the simulation art business has their own know-how .By testing and practicing continuously ,they form its own unique mode of production and mode of operation . In the text, from the macro level, analysis the industry environment, and other aspects of industry structure, and take the Beijing Royal Heritage Co., Ltd. as an example, from its production processes, business strateg