摘要：随着艺术品拍卖行情的深入开展，市场形势愈发火热。艺术品拍卖不仅仅是一种交易方式，更是一种艺术品的营销手段。然而，传统的市场营销手段已不能够适应和支持现代企业的高速发展。在激烈的市场竞争中已不仅仅是产品和价格之间的较量，更为关键的是公众形象与企业品牌之间的较量。公共关系作为一种管理战略已被运用在许多行业中，但在艺术品拍卖行业中还没有建立起一套完整的公共关系战略体系。本文通过对艺术品拍卖行业现有的公共关系状况进行深入研究，用市场调研、文献研究等研究方法，试图发现其中的问题，并探索合理的解决方法，尝试构建一套艺术品拍卖行完整的公关战略系统，以促进艺术品拍卖行业长久稳定的发展。

关键字：艺术品   拍卖   公共关系   调研   战略  

Abstract: Along with the in-depth development of the art auction market, the market situation is becoming much hotter. Art is not only a way of trading, but also an art of marketing. However, the traditional marketing methods can't adapt to the rapid development of modern enterprise. The competition in the ardent marketing is not only between the products and prices, but also between public impression and enterprise brand. Public relations as a management strategy has been adopted in many industries, but have not set up a complete system of public relations strategy in the art auction industry. Through in-depth study of the existing condition of public relations in art auction industry, using marketing research and empirical or literature research, then to discover problems, explore the reasonable solution to establish a complete Corporate Identity System and provide an effective public relations activities; At the same time, it will also formulate the requirements in auction industry in order to adapt to the public relations strategy.

Key Words:  Artwork   Auction   “PR”   Research   Strategy