艺术品网上交易模式与机制研究

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摘要

随着艺术品资本化、投资化时代的来临，中国艺术品市场受到前所未有的关

注。2011 年，我国艺术品市场交易总额达到 2108 亿元，尽管艺术品网上交易额

已达到 12 亿元，但只占总交易额的 5.7%不到。由此可见，在线交易只是艺术品

交易市场这个“大蛋糕”中的“冰山一角”。艺术品网上交易额不高，一方面由于

艺术品本身属性所致，如艺术品价值高、真伪难辨、价格波动较大、风险难以控

制等特征，另一方面与网上艺术品交易机制尚不完善有密切的联系。

目前，我国网上艺术品交易运营方式有多种类型，主要有卖家联盟或委托拍

卖的专业网站、艺术品信息交易平台、网上画廊、论坛交易等。尽管现有的网上

交易模式大大扩展了艺术品交易渠道，也使信息更加集中，但网上交易买卖双方

之间信任关系仍然难以建立。这一方面是由于网络的虚拟性，另一方面与一些规

模较小的商家以投机为目的，伤害了部分消费者的信心有关。

为了探索解决问题的方法，完善现有网上艺术品交易模式和交易机制，本文

在分析现有四类艺术品网站的运营模式的基础上，设立主要衡量指标，分别对四

种模式进行研究，指出了现有模式的缺点和不足。根据艺术品价值构成的特点，

结合现有的艺术品网上交易模式，设计了一种综合性的艺术品网上交易平台，该

平台功能分为信息发布与搜索和艺术商品交易与服务。交易模块根据艺术品价值

高低的不同，将艺术品分为“廉价艺术品”、“高档艺术品”、“古老艺术品”和“现

当代艺术品”，并分别采取商铺制、代理制和拍卖制的成交方式，辅以艺术品服务

交易，如艺术家个人网站设计，策展印刷等，以扩大平台的盈利渠道，提升平台

整体功能形象。信息功能模块主要分为艺术品信息，交流和公益三个方面，目的

主要是通过扩展信息渠道，加强买家和卖家之间的沟通交流，提高信息透明度。

另外，根据网上艺术品交易出现的高风险，低信用的问题提出了几项治理机制设

计。

目前，国内外学者对于艺术品网上交易模式和机制的研究相对较少。本文的

创新之处在于，在其他学者研究的基础上，进行归纳总结，梳理了艺术品网上交

易的相关理论，同时设计了一种基于艺术品价值分类的综合性网上交易平台，并

对平台的运行提出了具体的交易机制。所有这些，对提高艺术品网上交易量，促

进艺术品安全，高效的流通能起到很好的作用。

关键词：艺术品网上交易交易模式交易机制

ABSTRACT

With the advent of the era of art capitalization and investment, the Chinese art

market has received unprecedented attention. The total transactions of China's art

market reached 210.8 billion yuan in 2011, which online trading volume only

amounted to 1.2 billion yuan, less than 5.7% of the total transaction volume, we can

see that the online transactions just a piece of ice in the art market. On one hand, the

low volume of on line transactions due to the attributes of art work itself, such as the

high value, authenticity, price fluctuations, risk and etc. On the other hand, the

mechanism of online trade needs great improvement.

Currently, China’s online art trade including: sellers’ union or consigned

auction, artwork trading platform, online gallery and forum transaction. Despite the

existing online trading mode have greatly extended the channels of art trade, but the

buyers and sellers still cannot establish a good relationship of trust. It’s hard to tell

the authenticity of the work of art online, the safety of goods could not be ensured, and

some customers lost confidence because of high speculative sellers.

In order to explore a solution to the problem, improve the existing online art

trading patterns and trading mechanisms, this paper analyzed the existing four

operation modes, pointed out the shortcomings and deficiencies of them. We designed

a comprehensive platform of on-line art work trading according to the characteristics

of art. The platform is divided into information publish module and trading module.

There are four kinds of art works, cheap art, the upscale art, ancient art and modern art,

different level of art works suitable to different patterns, such as the shop system for

cheap art work, the agent system for medium art work, the auction system for the

high-end. Also we have the service trading, such as artists’ personal website design,

curatorial printing, etc., aimed at expanding channels of the profitability of the

platform, to enhance the image of the overall function of the platform. Information

publish module is divided into three aspects, art information, communication and

public welfare, in this way we can expand the information channels, and the

communication between buyers and sellers. In addition, we designed several

governance mechanisms to solve the problems caused by the high risk and low credit

of on-line trading.

At present, the research in domestic and abroad on the online trading model of art

work is relatively few. The main innovations of this paper lay on the aspects that to

comb and summarize the relative theories of the online transaction, and meanwhile, to

design one feasible platform and mechanism of online art work transaction which

based on value of art work. All of these will help to develop a new transaction channel

for art work and will play an important role in facilitating art work circulate efficiently

and stably.

Key Words: Art work，Online trading，Trading models, Trading

mechanism

中文摘要

ABSTRACT

第一章绪论 ...................................................................................................................1

1.1 研究背景 .............................................................................................................1

1.2 研究目的与意义 .................................................................................................2

1.2.1 理论意义 ...................................................................................................2

1.2.2 实践意义 ...................................................................................................2

1.3 概念界定 .............................................................................................................2

1.3.1 艺术品定义 ................................................................................................3

1.3.2 艺术品特征 ...............................................................................................3

1.3.3.艺术品网上交易 ........................................................................................4

1.4 研究内容 .............................................................................................................4

1.5 相关理论及概念 .................................................................................................4

1.5.1 交易成本理论概述 ...................................................................................4

1.5.2 价值链理论 ...............................................................................................7

1.6 文献综述 .............................................................................................................9

1.6.1 对艺术品电子商务领域的研究 .............................................................10

1.6.2 对艺术品流通领域的研究 ..................................................................... 11

第二章艺术品交易概述 ...............................................................................................12

2.1 艺术品交易特点 ................................................................................................12

2.2 艺术产业链与艺术品价值增值流程 ................................................................12

2.1.2 艺术产业链 .............................................................................................12

2.1.2 产业链中艺术价值的创造与实现流程 .................................................14

2.3 艺术品交易类型 ................................................................................................15

2.3.1 议价式交易 .............................................................................................15

2.3.2 竞价式交易 .............................................................................................16

2.3.3 混合式交易 .............................................................................................16

2.4 传统艺术品拍卖与线上艺术品拍卖的比较 ....................................................16

2.4.1 在线拍卖的优势 .....................................................................................16

2.4.2 在线拍卖的劣势 .....................................................................................18

2.5 艺术品定价机制 ................................................................................................18

2.5.1 艺术品价格决定机制 .............................................................................19

2.5.2 类比定价法 .............................................................................................20

2.5.3 算数平均定价法 .....................................................................................20

2.5.4 特征价格指数法 .....................................................................................20

2.5.5 拍卖式定价法 .........................................................................................21

第三章艺术品网上交易模式分析 ...............................................................................22

3.1 艺术品网上交易类型 .......................................................................................22

3.1.1 卖家联盟或委托拍卖制度的专业网站 .................................................22

3.1.2 艺术品信息交易平台 .............................................................................23

3.1.3 网上画廊 .................................................................................................24

3.1.4 论坛交易 .................................................................................................25

3.1.5 艺术品团购 .............................................................................................25

3.2 艺术品网上交易效果分析——基于层次分析法 ...........................................26

3.2.1 建立层次结构模型 ..................................................................................26

3.2.2 构造判断矩阵 ..........................................................................................28

3.2.3 样本的选取及分析 .................................................................................30

3.3 问题小结 .........................................................................................................31

3.3.1 交易效果的详细分析 .............................................................................31

3.3.2 存在的问题 .............................................................................................32

第四章艺术品网上综合交易平台设计 .......................................................................34

4.1 艺术品综合交易平台需求分析 .......................................................................34

4.2 总体框架设计 ...................................................................................................34

4.2.1 艺术信息发布分析 .................................................................................35

4.2.2 艺术商品交易分析 .................................................................................36

4.2.3 艺术服务交易分析 .................................................................................37

4.3 核心功能模块设计 ...........................................................................................38

4.3.1 艺术品浏览、搜索功能 .........................................................................38

4.3.2 艺术品竞价拍卖功能 .............................................................................39

4.3.3 艺术品鉴定功能 .....................................................................................42

4.3.4 艺术品订购功能 .....................................................................................43

4.3.5 艺术品订单管理功能 .............................................................................44

4.4 平台盈利模式分析 ...........................................................................................48

第五章艺术品网上交易治理机制 ...............................................................................49

5.1 准入与退出机制 ...............................................................................................49

5.1.1 准入制度 .................................................................................................49

5.1.2 退出策略 .................................................................................................51

5.2 信誉评价机制 ....................................................................................................52

5.2.1 评价指标的设定 .....................................................................................52

5.2.2 评价方法与规则 .....................................................................................52

5.2.3 信用评分结果 .........................................................................................53

5.3 艺术品保险机制 ...............................................................................................53

5.3.1 艺术品保险的种类 .................................................................................53

5.3.2 艺术品保险的作用 .................................................................................53

5.3.3 艺术品保费的制定 .................................................................................54

5.4 艺术品登记机制 ................................................................................................55

5.4.1 艺术品登记制度原理 .............................................................................55

5.4.2 艺术品登记制度可行的方法 .................................................................55

5.4.3 艺术品登记制度的意义 .........................................................................56

5.5 第三方监管机制 ...............................................................................................56

5.5.1 第三方在线支付 .....................................................................................56

5.5.2 诚信保证计划与先行赔付 .....................................................................57

5.5.3 实体店认证与资质认证服务 ..................................................................57

5.5.4 拍品先验审查制度 ..................................................................................57

5.6 售后保障机制 ...................................................................................................58

第六章政策建议与研究结论 .......................................................................................59

6.1 政策建议 ...........................................................................................................59

6.2 研究结论 ...........................................................................................................60

6.3 研究不足 ...........................................................................................................61

6.4 后续研究方向 ...................................................................................................61

参考文献 .........................................................................................................................62

附录问卷调查 ...............................................................................................................66

在读期间公开发表的论文和承担科研项目及取得成果 .............................................69

致谢 .............................................................................................................................70

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摘要：

摘要随着艺术品资本化、投资化时代的来临，中国艺术品市场受到前所未有的关注。2011年，我国艺术品市场交易总额达到2108亿元，尽管艺术品网上交易额已达到12亿元，但只占总交易额的5.7%不到。由此可见，在线交易只是艺术品交易市场这个“大蛋糕”中的“冰山一角”。艺术品网上交易额不高，一方面由于艺术品本身属性所致，如艺术品价值高、真伪难辨、价格波动较大、风险难以控制等特征，另一方面与网上艺术品交易机制尚不完善有密切的联系。目前，我国网上艺术品交易运营方式有多种类型，主要有卖家联盟或委托拍卖的专业网站、艺术品信息交易平台、网上画廊、论坛交易等。尽管现有的网上交易模式大大扩展了艺术品交易渠道，也使信息...

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