随着社会经济的发展和人们审美素养的提高,艺术产业在近些年也进入到了迅猛发展的阶段,艺术衍生品的数量和类型随之不断增多,这使得人们在日常生产生活中接触到艺术衍生品的机会和频率也在增加。无论是喜欢艺术,或者是曾经到过艺术区的人,都有同艺术衍生品进行亲密接触的机会,尤其是在北京的798,艺术衍生品商店更是随处可见,已经成为一个游览景区。对此,本文以艺术衍生品作为切入点,通过对其当前发展期间问题的简单阐述,从而就推动其朝着品牌化发展的战略展开研究。 With the development of society and economy and the improvement of people’s aesthetic quality, the art industry has also entered a stage of rapid development in recent years. The quantity and type of art derivatives have subsequently increased, which makes people come into contact with art in their daily production and life The opportunities and frequency of derivatives are also on the rise. Whether you like art or those who have been to the art district, you have the opportunity to have close contact with art derivatives. Especially in Beijing’s 798, art derivatives shops are everywhere and have become a tourist attraction. In this regard, this article takes art derivatives as a starting point, through the brief description of the problems in its current development, and thus to promote its brand-oriented development strategy.