摘要：2018年，人们的阅读与艺术培养方式随着互联网技术的发展改变着，整个艺术书籍市场因变革而日益竞争激烈。这使传统艺术书籍品牌营销本身就存在的问题，更明显地暴露了出来。比如产品单一、营销渠道单一、管理落后、观念守旧等等。作为竞争对手，秉持新型品牌营销策略的出版商们，敏锐察觉到了互联网时代的趋势，进行了互联网+转型，但这也给他们带来了隐患：过分侧重于产品新技术研发，从而忽略了书籍质量。

由此可见，其两者都并非完美无缺，面临着各自的困境。本文认为，两者在很大程度上仍具有其独到优势，如优势互补、相互促进，能为艺术书籍市场带来更强的生命力。

本文通过调研法、文献法的方式，分析、综合、比较、归纳，旨在了解读者购买艺术书籍的目的，确定品牌行为对消费者购买的营销因素，分析消费者购买时的心理，结合以上研究结果给出艺术类书籍营销的建议。

本文认为：艺术类书籍品牌营销向互联网+转型是必然趋势，然而传统“老字号”在文化底蕴、品牌资产积累方面有明显优势，并且一直坚守产品工艺上的匠心精神。整合方案：传统老字号的“匠心”应被传承下去，出版商应明确消费者需求作出产品定位，一手抓内容，一手抓工艺，结合封面设计助力，积累产品品牌资源。另外应注重销售渠道、广告投放、产品载体的创新和多元化，积极呼应时代趋势，应用互联网资源。

关键词：品牌营销；互联网；购书渠道；消费者心理；艺术类书籍

Abstract: Brand marketing strategy of art books 

In 2018, people's reading and art training methods changed with the development of Internet technology. The market of art books became more and more fierce because of changes. This makes the traditional art books brand marketing itself more obvious problems. For example, the product is single, the marketing channel is single, the management is backward, the idea is conservative and so on. As a competitor, uphold the new brand marketing strategy of the publishers, keenly aware of the Internet trend, the Internet plus transformation, but it also brought them problems: too much focus on product research and development of new technologies, thus ignoring the quality of books.

It can be seen that neither of them is perfect and faces their own difficulties. This paper holds that both of them still have their unique advantages to a large extent, such as complementary advantages and mutual promotion, which can bring more vitality to the art book market.

In this paper, through the method of investigation and literature, analysis, synthesis, comparison and induction, this paper aims to understand the purpose of readers' purchase of art books, determine the marketing factors of brand behavior to consumption, analyze the psychology of consumer buying, and give suggestions on the marketing of art books with the results of the above research.

This paper holds that art books brand marketing to Internet plus transformation is an inevitable trend, but the traditional "time-honored" has obvious advantages in the aspects of culture, brand asset accumulation, and always adhere to the spirit of originality product process. Integration plan: the traditional old word "Craftsmanship" should be inherited, the publisher should clear the consumer needs to make product positioning, grasp the content in one hand, grasp the technology in the first hand, combine the design of the cover, and accumulate the product brand resources. In addition, we should pay attention to the innovation and persification of sales channels, advertising and product carriers, and actively respond to the trend of the times and apply Internet resources.

Keywords: 艺术类图书品牌营销策略研究+SWOT分析:http://www.youerw.com/guanli/lunwen_205150.html