Research on the Historical Identification and Contemporary Value of Art Market and Marketing Strategies in the Digital Age

Abstract

Art plays a vital role in society. According to Michelangelo, a real work of art is nothing but a shadow of God's perfection. Considering the importance of art, today maybe a very small percentage of people in society are willing to visit galleries and buy works of art. Artists spend a lot of time creating a work of art, but the sales of these types of products are low, which discourages artists. Artists are prominent role models in society, if artists have a deficiency, it will be evident in their behavior, actions, and appearance, and society will be affected by this issue. To give spirit to today's life, it becomes necessary to sell more and more of these works of art. The existence of art galleries and places is of particular importance to improve the cultural level. This has not been culturalized in Iran as it should be. All these factors worked together to keep Iranian people away from the beautiful world of art day by day. Marketing works of art is like marketing other goods and services. Considering that the audiences of this type of product are relatively different from other audiences of goods and services. According to what Maslow says in the Hierarchy of Needs Theory, as long as individuals and societies are bound by basic needs, other needs such as security, self-respect, self-esteem, and attention to others become less important. After the needs are met Basic and higher needs such as security, self-respect, self-esteem, and attention to others, higher needs such as art, literature, meaning, and meaning are found and become more obligatory than night bread for this group. Such a view makes the marketing activity of works of art face its limitations and difficulties. Because the people who want such products are not the general public, so they will naturally have completely different interests and styles from others, which is a must to pay attention to. Therefore, this research was conducted with the aim of identifying the historical and contemporary value of the art market and marketing strategies in the digital age in Shanghai, China, and based on interviews with 12 people active in the field of digital marketing in art.