????周二，電子商務(wù)網(wǎng)站亞馬遜（Amazon）宣布推出藝術(shù)品交易平臺(tái)Amazon Art,。這個(gè)平臺(tái)和美國(guó)150家藝術(shù)品交易公司和畫廊建立了合作關(guān)系,，目前可供交易的有4,500名藝術(shù)家創(chuàng)作的約4萬(wàn)件藝術(shù)品。

????在Amazon Art上出售的一幅莫奈畫作標(biāo)價(jià)145萬(wàn)美元（894.65萬(wàn)元人民幣,，瀏覽者對(duì)它進(jìn)行了犀利吐槽：“買家注意：這件作品用法文作為說(shuō)明文字,。沒(méi)有英文版。買它的人一個(gè)字也看不懂,?！保┝硪环Z曼?洛克威爾的作品標(biāo)價(jià)485萬(wàn)美元（2,992.45萬(wàn)元人民幣），是目前為止該平臺(tái)上最貴的一件藝術(shù)品,。

????周三,，《財(cái)富》（Fortune）雜志記者采訪了佳士得拍賣行（Christie's）首席執(zhí)行官史蒂芬?墨菲。要評(píng)價(jià)亞馬遜進(jìn)入藝術(shù)品市場(chǎng)的意義,，墨菲無(wú)疑是個(gè)特別合適的人選,。

????墨菲于2010年進(jìn)入佳士得，此前從事音樂(lè)和圖書發(fā)行工作——最初他在西蒙與舒斯特出版社（Simon & Schuster）工作,，接著又在百代唱片（EMI Records）擔(dān)任總裁,，最后的職務(wù)是Rodale出版社首席執(zhí)行官。因此,，他親眼見(jiàn)證了這家電子商務(wù)巨擘給出版行業(yè)帶來(lái)的巨大沖擊,。編輯后的采訪摘要如下：

亞馬遜的消息讓你感到擔(dān)心嗎？

????所有這些都讓我感到擔(dān)心,！為了緩解焦慮,，我都開(kāi)始食療了,。我為什么不應(yīng)該認(rèn)真對(duì)待亞馬遜涉足藝術(shù)品市場(chǎng)這件事呢？我都能聽(tīng)見(jiàn)他們的卡車來(lái)拉貨的聲音了?。ㄐΓ┻@件事動(dòng)靜很大……它打著亞馬遜這塊金字招牌,。這項(xiàng)業(yè)務(wù)有個(gè)完美的名稱，而且規(guī)模巨大,！不過(guò)我要告訴你,，就像《綠野仙蹤》（the Wizard of Oz）里奧茲國(guó)的巫師所說(shuō)：“我們有他們沒(méi)有的東西?！蔽覀冇械木褪羌咽康眠@個(gè)品牌,。

以前也有人這么說(shuō)過(guò)。雖然不完全相同,，但圖書發(fā)行商,、圖書銷售商和唱片公司都說(shuō)過(guò)這樣的話，然而亞馬遜最終完全占據(jù)了他們的市場(chǎng),。

????對(duì),，沒(méi)錯(cuò)，我同意你的說(shuō)法,。這是件大事,，我們很擔(dān)心。這個(gè)問(wèn)題很復(fù)雜,，讓我說(shuō)的超前一點(diǎn)：他們能在藝術(shù)品市場(chǎng)占據(jù)一大塊地盤。這毋庸置疑,。但佳士得和那些圖書,、音樂(lè)品牌之間有很大差異。說(shuō)實(shí)在的,，大家買埃里克?克萊普頓的唱片絕不是因?yàn)樗腿A納（Warner）簽了約,。除了極少數(shù)的那么幾個(gè)品牌……

當(dāng)然，的確,，大多數(shù)人并不知道Knopf或FSG出版社……

????但《紐約客》（New Yorker）雜志的讀者可能知道,。

對(duì)，但絕大多數(shù)人,，還有亞馬遜的用戶都不知道,。

????這種情況非常罕見(jiàn)。佳士得的價(jià)值和某些特許品牌經(jīng)歷了250年的積淀,。亞馬遜為交易商建立了一個(gè)市場(chǎng),，其中一些交易商有很好的品牌。我的第一反應(yīng)是：這對(duì)藝術(shù)品行當(dāng)來(lái)說(shuō)這實(shí)際上是件好事,。鼓勵(lì)人們?cè)诰W(wǎng)上購(gòu)買藝術(shù)品對(duì)佳士得有利,，因?yàn)槲艺跒榧咽康媒⒕W(wǎng)上平臺(tái),。我認(rèn)為自己有可能親自抓住一些商機(jī)。我們的工作將是確保我們獨(dú)家擁有那些人們想買的藝術(shù)品,。這個(gè)行業(yè)的實(shí)質(zhì)仍然是委托,，而在這方面我們非常、非常在行,。

????On Tuesday Amazon announced the launch of Amazon Art, a partnership with 150 U.S. dealers and galleries that currently features some 40,000 works from 4,500 artists.

????There's a Monet selling for $1.45 million (user reviews are appropriately snarky: "BUYER BEWARE: THIS ITEM IS IN FRENCH. There is no English version. I purchased this product and couldn't understand a word of it.") and a Norman Rockwell for $4.85 million, the most expensive piece on the site, so far.

????On Wednesday Fortune sat down with Christie's CEO Steven Murphy, who is especially well-suited to consider the magnitude of Amazon (AMZN) entering the fine art space.

????Before arriving at Christie's in 2010, Murphy worked in music and book publishing -- first at the publishing house Simon & Schuster, then as a president at EMI Records, and finally as the CEO of Rodale. So he's seen, firsthand, his industries hugely affected by the online retail Goliath. Edited excerpts follow:

Does this Amazon news worry you?

????All these things worry me! I'm on the anxiety diet over here. Why shouldn't I take Amazon going into the art business seriously? I can hear the trucks! [laughs] It's the big rumble ... it's like: AMAZON. It's perfectly well named. It's huge! But, I'll tell you, like the Wizard of Oz said, "We have something they haven't got." We have the Christie's brand.

There's a similar argument, which is not completely analogous, but it's something book publishers, and book sellers, and record companies have made before, and Amazon completely ate their lunch.

????No, no, no I agree with you. This is a major event, something to give us concern. This is a complex point, let me jump ahead: They can take a big chunk of the art world. That's a given. But there is a big difference between Christie's and brands in the books and music. Frankly, no one is buying Eric Clapton because he's on Warner. And except for very few but a couple publishing imprints ...

Sure, sure, most people don't know Knopf, or FSG ...

????But if you read the New Yorker, maybe.

Right, but the vast majority of people, folks on Amazon don't.

????It's very rare. Christie's does have 250 years of a value and certain imprimatur. Amazon is creating a marketplace for dealers, some of whom have a good brand. My first pass is: This is actually good for the art world. Encouraging people to buy art online is going to be good for Christie's, because I'm building an online platform for Christie's. I think I'll have an opportunity to grab some of the business myself. Our job will be to make sure we have the exclusive on the art that people are looking for. The name of this game is still consignments, and that is a game we are very, very good at.