产业经济学
产业组织产业组织
    内 容 摘 要  
    1992年10月北京拍卖市场在北京市文物局的支持和指导下举办了一场国际文物艺术品拍卖会，这是自20世纪50年代以来大陆首次进行文物艺术品拍卖。在随后的15年时间里，中国的艺术品拍卖行业走上了快速发展的时期，艺术品投资与金融投资、房地产投资被称为三大最重要的投资渠道。到2006年为止，全国有注册拍卖师7218人，拍卖从业人员突破6万人，艺术品拍卖成交额已突破150亿。艺术品拍卖行业获得了史无前例的发展。
    在这一背景下，我国艺术品拍卖行业的发展也遇到了诸多的问题。本文对我国艺术品拍卖行业发展所面临的外部机会和威胁，内部优势和劣势进行了全面的剖析，并运用SWOT分析矩阵得出了我国艺术品拍卖行业的发展战略组合，即通过采取专业化经营战略来达到实现建立国内领头羊企业和形成产业集群的战略目标。同时，在这一战略指导下，从政府，行业协会和企业三个层面分析得出我国艺术品拍卖行业的发展对策。从政府层面来说，应当加强政策引导与制度建设。自由宽松的发展环境加上科学合理的制度支持可以大大促进艺术品拍卖行业的健康稳定发展；从行业协会层面来说，促进和管理是其的两大重要职责；从企业层面来说，为实现专业化的经营战略目标，艺术品拍卖企业应当从建立诚信品牌、走精品路线、健全营销渠道和扩大宣传等方面进行努力，从而达到促进提升行业整体管理水平，有效参与国际竞争，促进行业发展的目的。  
    值得一提的是，本文在对艺术品拍卖行业内部因素进行分析时，运用了迈克尔•波特的“钻石理论”这一分析范式作为分析的工具，实现了“钻石理论”与SWOT分析的有效结合。 [英文摘要]：     Abstract  
    In Oct, 1992, with the support and instruction of Beijing Cultural Relics Bureau, Beijing auction market held an international artwork auction which was the first time attempt since 1950s in the mainland of China. During the following 15 years, China’s artwork auction industry develops very quickly. The investment of art works, finance and real estate investment are recognized as the most important investment channels. Until 2006, the number of registered auctioneer of China was 7218, and the total sale proceeds per year were 15 billion yuan. The artwork auction industry has obtained the unprecedented development.  
    But comparing with the rapid development, the artwork auction industry also meets some obstacles and problems. Adopting SWOT analysis matrix, this issue try to make an overall analysis on the inner and outer factors affecting the development of China’s artwork auction industry, and put forward the development stratagem, which is establishing bellwether company and industrial clusters through adopting specialized operation.  
    After the SWOT matrix analysis, this issue advances the policy implication and suggestions for promoting the development of China’s artwork auction industry from three aspects. From the government aspect, the policy guidance and institution construction are very important. The artwork auction will benefit a lot from the free development environment and scientific policy support; From the CAA (China Association of Auctioneers) aspect, promotion and administration are CAA’s mainly responsibilities. From the company aspect, they need to build up a reputation for sound character or quality, focus on their target market, perfect the marketing channel and strengthen the propaganda work. All these efforts will help to improve industrial competitive capacity, participate in the global competition and accelerate industry development.  
    In additional, this issue applies Michael E. Porter’s “diamond theory” to analyze the inner factors affecting the development of China’s artwork auction industry. This issue’s creative point lies on the effective combination of SWOT analysis matrix and “diamond theory”.