APPLICATION TECHNIQUE OF THE INVESTMENT ATTRACTIVENESS AND COMPETITIVENESS ANALYSIS OF THE ART FACILITIES TO THE SEGMENT RUSSIAN PAINTING

This article is devoted to investment attractiveness evaluation of various art objects. The paper substantiates the use of a matrix of strategic positioning techniques of the art facilities to identify their competitive status in order to reduce market risks for potential investors. The proposed method is demonstrated by the author on the specific example of Russian painting. The article also reveals the impact on the competitive status of the art object brand strength of the auction house, which represents the analyses product.