互联网时代的技术变革已经对人们的购物消费习惯产生了巨大的影响，传统行业的经营模式也在不断寻求与互联网有机结合，艺术品电商应运而生。艺术开始走向大众化，在线艺术品交易在逐步被人们了解、熟悉并接纳的同时，问题和不足也开始显现出来。我国在线艺术品电子商务的发展受到年龄层次、收入水平、消费结构、经济环境和经营模式创新等诸多问题的影响，制约着行业整体发展。从行业内部看，虽然在线艺术品市场电商云集，但缺少拥有实力和经验的领头企业对资源进行整合。至今为止还没有出现一家初具规模并且影响力广泛的行业巨头，甚至都没有成功的经营模式可循。从当前的规模和经营层面来看，大多没有形成平台概念，模式单一，缺乏商业模式的创新整合。 本文主要运用案例研究的方法，结合文献分析和比较研究等方法，结合笔者从事线下艺术品经营多年的经验和体会，对我国在线艺术品电商的经营现状和发展阶段进行了介绍，探讨了在线艺术品市场中存在的问题和发展趋势。对当前在线艺术品市场结构进行了分类研究，运用四象限分析法并结合发展潜力和经营实力两大因素，对筛选出的27家艺术品电商进行了详细分析，并最终确定将HIHEY艺术网作为案例研究。对HIHEY艺术网的发展概况、客户关系、特色项目进行了介绍，结合在线艺术品电子商务发展存在的市场定位模糊、模式缺乏创新、销售渠道不通等问题，重点分析了HIHEY艺术网的固定价格零售、在线拍卖、云艺术、艺术银行、企业艺术服务等经营模式，并对产品对策、定价对策、分销通路、盈利模式、营销对策、风险与防范对策等经营对策进行了细致的研究。 目前国内大部分艺术品电商还停留在传统的线下模式转到线上经营、或是集中涌入“在线拍卖”领域，HIHEY艺术网作为国内领先的艺术品电商在艺术品交易中所呈现的艺术IP衍生品、艺术品抵押融资、资产包众筹、企业艺术服务、ART OFFLINE等都可以成为艺术品电商的发展模式。通过对HIHEY艺术网研究分析，充分展现了近年来在线艺术品市场经营上的多个方向和思路。 在线艺术品市场的发展趋势体现在艺术的普及化以及让艺术更加亲民，以此来解决人们对于精神文化日益旺盛的需求，并推动整个艺术品行业的变革发展。在线艺术品经营模式的多样化，改变了传统的艺术市场。通过对创新的经营模式和优化经营对策研究，对在线艺术品市场的规模化发展及艺术品价值的普及推广具有一定启发意义，以此带动我国整体艺术品市场的持续发展并产生新的繁荣景象。

In the Internet era, the rapid development of information technology and the wide application of e-commerce are accelerating the transformation of traditional industry management mode. Art began to become popular and into the daily life of thousands of families. Online art transaction has begun to be recognized and accepted by the public. Meanwhile, problems and defects have also been exposed. Our art e-commerce is influenced by age structure, consumption habits and mode innovation, which restricts the overall development of the industry. From the interior of the industry, although a large number of capital are building their own business platform for the art of art, there is a lack of resources integrators with strength. There is no leading enterprise in the field of art e - commerce, and there is not even a truly influential example of success. From the perspective of scale and management, most of the works of art have not formed the concept of platform, a single model, and a lack of innovation and integration of business models. This paper mainly adopts the method of case study, with "HIHEY" as the research object, combined with the methods of literature analysis and comparative research, combining the years of experience and experience of the art business line, on the current situation and development stage of China's online art business are introduced, discussed the existing problems and development trend of online art in the market, and expounds several main business model at this stage of the online art market. This paper makes an analysis and comparison of the current online art market structure and the business model of the works of art. The " HIHEY " development, customer relationship and characteristics of the project are introduced, combined with the market positioning of existing art development of electronic commerce, fuzzy models lack of innovation, sales channels are not problems, focus on the analysis of the " HIHEY " fixed price retail, online auction, cloud art, art, art and other business services business bank model and operation strategy of product strategy, pricing strategy, distribution channel, profit model, marketing strategy and risk prevention strategies were studied in detail. Most of the current domestic art providers also remain in the traditional line mode to online business, or is concentrated into the "online auction", " HIHEY " as the leading art electricity supplier in art trade presents artistic IP derivatives, art mortgage financing, asset package chips, enterprise services, such as OFFLINE ART art you can become the art electricity supplier development model. Through the research and analysis of " HIHEY ", we have fully demonstrated many directions and ideas in the operation of the online art market in recent years. The development trend of online art market is embodied in the popularization of art and art to be more close to the people, so as to meet people's growing spiritual and cultural needs, thus promoting the innovation and development of the whole industry. The diversification of the online art management model has subverted the traditional art business model. Through the research of the innovative business mode and the optimization of business strategy, it will enlighten the popularization and development of online art market and promote the prosperity of our art market and become a new economic growth point.