媒體行銷文化商品創造之綜效——以聯合報系“兵馬俑·秦文化特展”與“印度古文明·藝術特展“為例

The Synergy of Marketing Cultural Commodities Creaed by the press:The Cases of "Qin's Tarra-cotta" and "The Ancient Civilization of India" Organized by Daily News Group

林富美(Fu-Mei Lin) ； 沈宜蓉(Yi-Jung Shen) ； 陳健倫(Chien-Lun Chen)

《傳播與管理研究》 3卷2期 (2004/01) Pp. 67-104

https://doi.org/10.6430/CMR.200401.0067

摘要

媒體近幾年逐漸投資於文化事業上，從聯合與中時報系積極參與藝術特展中可見一斑。本文欲探究媒體在參輿藝術活動的動機為何？媒體如何利用自身資源達到展覽行銷的綜效？本文發現，媒體資源應用在本身舉辨的展覽活勤，可降低財務風險並促進營運綜效。展覽的廣告策略不如一般商品，在銷售量不如預期待即抽離廣告。此外，媒體進入文化商品的行銷可增加市場上的競爭力，並與藝術文化領域產生一種共生共棲的關係。

關鍵字

藝術展覽 ； 綜效 ； 文化商品 ； 整合行銷傳播

並列摘要

These years, media firms begin to invest in culture industry. This Phenomenon can be witnessed in art exhibitions held by the China Times and the United Daily News. The article case-studies the intention of media firms to hold art exhibitions and analyzes how they employ their own resources to create synergy. We found that by organizing such fairs, media firms can use their own sources to reduce financial risk and achieve operational synergy. The strategy for promoting art exhibitions is different from marketing regular commodities. Besides, by promoting art, media firms become more competitive and can develop a symbiotic relation with the field of artistic production.

並列關鍵字

art exhibitions ； cultural commodities ； integrated marketing communication ； synergies

參考文獻

劉昌德(1998)。媒體在運動商品化過程中的角色。台灣社會研究季刊。32，215-247。

兵馬俑‧秦文化特展

印度古文明藝術特展

Adam, S.、謝宗林、李華夏譯(1776)。The Wealth of Nation。台北:先覺。

Adoni, H.,Sherrill, M.(1984).Media and the social construction of reality: Toward an intergration of theory and research.Communication Research.11,323-337.