艺术品市场以其独特的魅力吸引越来越多的企业机构和资本金融,为何艺术品收藏与投资日益备受企业重视?究其缘由,一方面是通过收藏达到融资甚至投资盈利的目的;另一方面则是要在参与收藏的过程中,博取良好、明显的广告效应,提高自己的知名度,扩大无形资本的含金量,以特殊的公关手段,树立起企业的自身形象。文化作为意识形态从来都是与商业经济互动的。商业活动是人与人交往的公关行为,在有深厚文化底蕴的社会之中,文化给人之间的交流带来新的 The art market attracts more and more business organizations and capital finance with its unique charm. Why the collection and investment of works of art are increasingly valued by enterprises? The reason is that the purpose of financing and even profit-making is achieved through collection; on the other hand, On the one hand, it is necessary to gain a good and obvious advertising effect during the process of collecting and collecting, to enhance its popularity and expand the gold content of intangible capital, and establish its own image by means of special public relations. As an ideology, culture has always interacted with the commercial economy. Commercial activity is the public relation of human interaction. In the society with profound cultural background, culture brings new communication to people