TEFAF, the world’s leading fair of art, antiquities and design, recently announced that it will launch two art fairs at the Park Avenue Armory in New York. The first one was held in October 2016 and the second one will be held in May 2017. The details of the announcement can be found in their press release from February 3, 2016: http://www.springmasters.nyc/tefaf-february-2016-press-release/. Analyze the decision of TEFAF coming to New York, identifying and evaluating the rationale for the expansion and rendering your assessment of the expansion potential for gain or loss. The following questions should guide your analysis:
欧洲艺术博览会是全球领先的艺术品、古玩及设计艺术博览会。博览会主办方最近宣布将在纽约派克大街兵工厂（Park Avenue Armory in New York）举办两场艺术博览会。第一场将于2016年10月举办，第二场将于2017年5月举办。声明内容细节详见2016年2月3日的新闻发布会：http://www.springmasters.nyc/tefaf-february-2016-press-release/。请分析TEFAF向纽约扩张的决策，寻找并评估扩展的理由，并对扩展计划的潜在得失进行分析。下面的问题可以帮助你们进行分析：
Why did TEFAF decide to come to New York? What are the benefits of this strategic decision? TEFAT
为何想向纽约扩展？这一战略决策的益处是什么？
What is the rationale for the selected dates?
为何选择上述两个日期举办博览会？
How is TEFAF differentiating the two fairs, and will that differentiation be effective?
TEFAT为两场博览会的定位有何差异？这一定位差异是否合理？
Who are the target audiences for TEFAF NY?
TEFAT纽约博览会的目标观众有哪些？
What are the barriers to entry?
进入纽约市场有何阻碍？
What is the competitive landscape?
博览会将面临哪些竞争？
What are the cost implications? Is this decision financially viable?
成本情况如何？这一决策在经济上是否可行？
If you were the director of TEFAF NY, how will you design the relationship between the New York fairs and the fair in Maastricht?
如果你是TEFAF纽约博览会负责人，你如何定义纽约博览会与比利时马斯特里赫特博览会之间的关系？
Based on your own observations and the press coverage, how successful was the inaugural fair in October?
根据你自己的观察以及媒体报道，2016年10月举办的首次博览会是否取得了成功？
Benefits of expansion扩展的好处
TEFAF Maastricht is famous for its highest level of quality and connoisseurship .Its leading showcase for introducing fresh works and rigorous vetting process for both participating galleries and works of art makes it stands out. It has 30 years of success and experience in bringing together the best objects for sale from 7,000 years of art history by expert dealers from around the globe. Due to sharing the same core values of excellence and expertise and respect the time and facilities, The strategic decision of coming to New York allowing the leading art dealers and collectors to meet under one roof takes less than a year. It aims at providing a perfect window to TEFAF Maastricht and taking full advantage of New York’s dynamism and its cultural and economic power.
While to add a dimension to the art world in New York being anticipated by dealers, museum curators , and collectors alike at the same time.
Dates and Site be selected (Details of the fairs)
It plans to launch two fairs at the Park Avenue Armory, Fall edition in October 2016 focusing on art from antiquity to the 20th century, while Spring edition in May 2017 with an emphasis on Modern and contemporary art and design. Each fair is anticipated to include approximately 80-90 dealers. In order to reinforce the foundation of relationships with US-based collectors , they not only use the existing dates of Spring Masters and the international Show, but also mount the 2016 edition of Spring Masters under its original name and structure .
Owing to the cultural ecology by enabling artists to create, students to explore, audience to experience , and unconventional work that cannot be mounted in traditional exhibition halls, The Park Avenue Armory was carefully selected and redesigned by Tom Postma Design to interplay with the spectacular spaces and unifies the Drill Hall and period rooms on the first and second floors of the Armory.
IN order to adapt to New aesthetic needs for the decreasing number of masterpieces and the attractiveness of contemporary art, the terms of strategy and marketing of TEFAF New York comes to a g
