新媒體短影音平台營運與藝術品行銷策略之探討–以抖音與TikTok為例

本研究探討抖音與 TikTok 在藝術品行銷中的應用與影響，透過文獻回顧、個案分析與深度訪談，分析藝術家與經銷商如何在新媒體短影片平台上規劃市場策略，並探討短影片於藝術品行銷的適用性與影響。研究發現，這些平台已發展長影片功能，使內容更具多樣性，影響藝術品展示方式。此外，抖音升級影像技術，而TikTok 則優化內容推薦與市場策略，以提升用戶體驗。隨著藝術市場變化，短影片平台已成為藝術交易的重要管道，影響市場流動性與交易模式。這類平台透過推薦機制、內容分發與技術升級，擴大市場觸及，並為藝術品牌（IP）提供新型行銷模式。短影片行銷策略的成功取決於內容設計、品牌經營與市場轉化機制的整合。而抖音與 TikTok 亦需持續優化技術與運營策略，以提升市場環境。短影片能迅速吸引流量，長影片則強化藝術專業形象與作品完整性，而直播與電商功能進一步促進即時互動與市場轉化。這種新媒體行銷模式突破傳統市場限制，降低市場進入門檻，並為藝術家與經銷商提供品牌經營與市場擴展機會。本研究提供業界實務建議，以優化藝術品牌行銷策略，並促進抖音與TikTok 透過技術與運營升級，推動藝術市場在新媒體短影片平台的長遠發展。

關鍵字

新媒體短影片平台；抖音； TikTok ；藝術品行銷策略

並列摘要

This study explores the application and impact of Douyin and TikTok in art marketing, analyzing how artists and art dealers develop market strategies on new media short video platforms through literature review, case analysis, and in-depth interviews. The research examines the suitability and influence of short videos in art marketing. Findings indicate that these platforms have introduced long-video features, enhancing content diversity and influencing art presentation methods. Additionally, Douyin has upgraded its imaging technology, while TikTok has optimized content recommendation and market strategies to improve user experience. As the art market structure evolves, short-video platforms have become critical channels for art transactions, affecting market liquidity and trading models. These platforms leverage recommendation mechanisms, content distribution strategies, and technological advancements to expand market reach and provide new marketing models for art brands (IP). The success of short-video marketing strategies depends on the integration of content design, brand management, and market conversion mechanisms. Douyin and TikTok must continuously refine their technologies and operational strategies to enhance the market environment. Short videos attract rapid traffic, while long videos strengthen professional artistic identity and comprehensive artwork presentation. Additionally, live streaming and e-commerce functions facilitate real-time interaction and market conversion. This new media marketing model overcomes the limitations of traditional markets, lowers entry barriers, and provides artists and dealers with opportunities for brand management and market expansion. This study offers practical recommendations for the industry to enhance art brand marketing strategies, while encouraging Douyin and TikTok to further refine their technologies and operations to drive long-term development of the art market on new media short-video platforms.