中文摘要：

将版权转让方和版权受让方广告投入引入艺术产品需求函数,以双方最大期望利润为目标,构建艺术产业价值链博弈模型。模型分析表明,由于博弈双方的个人理性与产业价值链的集体理性的矛盾,导致艺术产业出现价值链＂陷阱＂。基于价值链协调管理思想,对价值链模型进行了改进,克服了道德风险的投机行为,并实现了双方最佳广告投入比例和价值分配比例,从而为解决艺术产业价值链＂陷阱＂问题提供了有效途径。

英文摘要：

By introducing the copyright transferor and copyright transferee advertising investment into the demand function of art products,aiming at maximum expected profit,this paper constructs a game model of the art industry value chain.Model analysis indicates that the contradiction between individual rationality of both sides involved and collective rationality of industry value chain causes value chain ＂trap＂in the art industry.Based on coordination management ideas of the value chain,the paper improves the value chain model,overcomes speculative behavior of moral hazard and realizes the best advertising investment proportion and value allocation proportion,and thus solves the value chain＂trap＂problem in the art industry.