| Summary: | 碩士 === 元智大學 === 藝術管理研究所 === 97 === Chinese contemporary art has caught the international art market’s attention since the past few years, in which the international galleries in China are the important promoters. Since the first international gallery established in the Beijing 798 Art District in 2002, the District has become the most important agglomeration locale of international galleries. The 798 is not only the landmark of Beijing but also the stronghold of the Chinese contemporary art.
The international galleries are better experienced in art dealership, gallery administration and collectors’ service that bring the new concept and business model to the Chinese art market. The art market environment in China is different from the Western market; the international galleries have to adopt different strategies for the rapid change and growth of Chinese art market. This research discusses the artists chosen, marketing strategies, pricing strategies and the SWOT analysis of international galleries in 798 to figure out how they operate in China. And finally, some suggestions are addressed for the development and sustainability of international galleries.
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