استراتژی‌های تأثیرگذار در اقتصاد هنرهای تجسمی ایران (با تأکید بر استراتژی‌های سطح وظیفه‌ای)

شانلی مؤمنی; نسرین  عتیقه چی

Authors

Shanli Momeni Department of Art, CT.C., Islamic Azad University, Tehran, Iran https://orcid.org/0009-0000-6094-567X
Nasrin Atighehchi Painting Department, CT.C., Islamic Azad University, Tehran, Iran Author https://orcid.org/0000-0003-1165-6219

Keywords:

Art Economics, Visual Arts, Influential Strategies, Functional level Strategies

Abstract

The present study aimed to identify and analyze the functional-level strategies influencing the economy of Iranian visual arts and to propose practical solutions for improving the economic performance of this sector. This study was descriptive–analytical in method and applied in purpose. The research population included visual artists, gallery and museum managers, art valuation and authentication experts, investors, collectors, art marketers, and other stakeholders involved in the visual arts economy. Data were collected through library-based research, including scientific articles, specialized books, research reports, and credible domestic and international sources. Using content analysis, the extracted strategies were categorized into six major areas: marketing, research and development, production and operations, information systems, finance, and human resources. The findings indicated that in the field of marketing, the integrated “5P-4C” model significantly enhances the effectiveness of visual arts marketing strategies. In research and development, practice-based, studio-oriented, and creativity-driven research approaches play a substantial role in expanding artistic knowledge. In production and operations, the application of emerging technologies, digital art, three-dimensional printing, and idea-based production has improved productivity and artistic quality. Moreover, information and communication technologies, including social media, online platforms, blockchain, and artificial intelligence, have created new opportunities for marketing, sales, and audience engagement. In the financial domain, private investment, online art markets, artist branding, and art tourism were identified as major contributors to economic growth in the visual arts sector. Finally, human resource strategies such as continuous training, creativity support, dynamic work environments, and leadership development were found to be essential for the sustainable development of the industry. The results demonstrate that the development of Iran’s visual arts economy requires a comprehensive and integrated approach toward functional-level strategies. The synergy between modern marketing, digital technologies, targeted investment, creative research, and strategic human resource management can facilitate sustainable growth, improve artists’ income, enhance the international position of Iranian art, and strengthen national cultural identity.

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