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通过将文献研究与针对杨家埠年画从业者的访谈相结合的方法,呈现了繁盛于清代的杨家埠年画的营销方式:坐店等客——于村中开设画店卖画,开庄卖画——赴外地开设画庄卖画,行商分销——外地年画批发商的批发销售,画行规整——村落年画业自发的组织与自我管理。正是其成熟完善的营销之道对这种农民艺术蜚声全国起到了功不可没的作用。
Through a combination of literature research and interviewing Yangjiabu New Year’s calligraphists, Yang Jiabu’s New Year pictures marketed in the Qing Dynasty were presented in the form of sitting shoppers and other customers - opening painting shops and selling paintings in the village and opening Chuang sell paintings - went to the field to open paintings and sell paintings, merchants distribution - the wholesale sales of foreign New Year wholesalers, painting lines - the villages of New Year pictures spontaneous organization and self - management. It is its mature and well-established marketing channel that plays an integral role in this farmer’s art world-wide reputation.