藝術工作者與藝術經紀商之合作營運模式及推動策略之研究

近年來隨著國人文化藝術水平的不斷提升，同時在藝術商業文化交易市場也同樣增色不少，在此也產生了藝術文化培養方面的問題與交易之間法律的問題。政府也在中華民國 81年7月1 日總統華總一義字第 3172 號令制定公布全文 38條文化藝術獎助及促進條例；「並在中華民國 110 年 5 月 19 日總統華總一義字第11000046561 號令修正公布名稱及全文 35 條；除第 10 條之施行日期由行政院訂定之外，自公布日施行（原名稱：文化藝術獎助條例；新名稱：文化藝術獎助及促進條例）在此法案內提到相關法案與稅務補助方面等。」值得思考的是藝術經紀人與藝術家以及政府和收藏買家四者之間的互動與關係，包括政府如何運用政策協助民間藝術產業發展，藝術經紀商如何幫助藝術家有效率推廣，而藝術家如何生存與創作，民眾藝術觀念如何消費培養。本研究以探討現行台灣藝術相關產業如何面對當下後疫情時代的消費型態，在網路社群資訊發達的時代，藝術經紀商如何為藝術家提出嶄新的改革與推出有效率與互助互惠的可行性方案，已成為藝術經紀商所面臨的重要課題。本研究以當下兩岸三地成功藝術消費模式轉型之藝術家作為接觸對象，採用文獻研討及深度訪談法，以針對相關性問題探討從其中發覺可行性解決方案，以方便建構出藝術轉型成功因素之準則和方案，同時希冀本研究結果為藝術相關產業提供相關規劃建議內容之參考，另外依據在藝術工作者及藝術經紀商彼此認知之問題及差異性、藝術品拍賣媒介面對的挑戰問題上、如何提升藝術作品媒合效果的推動策略上，研究出最佳方案，以解決與改善藝術相關產業現況。透過本研究，可以得出以下結論： 1.藝術工作者與藝術經紀商之合作營運模式的成功取決於雙方間的良好溝通和合作。藝術工作者需清楚了解自己的藝術風格、市場定位和未來目標，以協助經紀商制定有效的營運策略。經紀商則需要深入了解藝術工作者的優點和短處，以制定相應的營運計劃。 2.藝術經紀商可以透過多元化的營運策略，幫助藝術工作者擴大知名度和市場份額。這些策略包括推廣、行銷、簽約、巡演和合作等，其中每一個策略都需要經過詳細的市場調研和分析，以確保其有效性和可行性。 3.藝術工作者和藝術經紀商之間的良好合作和有效的營運策略不僅可以幫助藝術家在市場上獲得成功，也可以促進整個藝術產業的發展。而透過藝術家的才華和經紀商的智慧，可以推動整個藝術生態系統的繁榮和發展。總之，藝術工作者和藝術經紀商之間的合作關係對於藝術產業的發展至關重要，而且需要建在彼此信任、良好溝通和有效的營運策略的基礎上。

關鍵字

藝術經紀商；藝術家；藝術創作；營運策略

並列摘要

In recent years, with the continuous improvement of the cultural and artistic level of the Chinese people, at the same time, the art business and cultural trading market has also increased a lot, and there have also been problems in the cultivation of art and culture and legal problems in the transaction. The government also formulated and announced the full text of 38 cultural and art awards and promotion regulations on July 1, 1981, President Hua Zongyizi No. 3172; and at the same time, President HuazongYiyizi No. 11000046561 Decree to amend and promulgate the name and full text of 35 articles; except that the implementation date of Article 10 is determined by the Executive Yuan, it will come into effect on the date of promulgation (Original name: Culture and Art Award Act; new name: Culture and Art Award and Promotion Act) in this Act It mentions related bills and tax subsidies...etc. It is worth thinking about the interaction and relationship between art dealers and artists, the government and collectors, how the government's policies help the development of the folk art industry, how art dealers help artists promote efficiently, and how artists survive and create. And the consumption cultivation of people's artistic concept. This study explores how the current Taiwan art-related industries face the current consumption pattern in the post-epidemic era. In the era of advanced information in the online community, how art brokers can propose new reforms for artists and launch efficient and mutually beneficial solutions. Sexual solutions have become an important issue facing art dealers. Therefore, this study uses literature research and in-depth interviews on artists who have successfully transformed their art consumption patterns in the three places across the Taiwan Strait, and uses the methods of literature research and in-depth interviews to explore and find feasible solutions for relevant issues in depth, so as to facilitate the construction of criteria and factors for the success of art transformation. At the same time, it is hoped that the results of this research will provide references for relevant planning suggestions for art-related industries. In terms of the problems and differences in mutual cognition between art workers and art dealers, the challenges faced by art auction media, and how to improve art In terms of the promotion strategy for the matchmaking effect of works, the best solution has been researched to solve and improve the current situation of art-related industries. From this study, the following conclusions can be drawn: 1. The success of the cooperative business model between artists and art brokers depends on good communication and cooperation between the two parties. Artists need to have a clear understanding of their art style, market positioning and future goals to help brokers develop effective business strategies. Brokers need to understand the strengths and weaknesses of artists in order to develop a business plan accordingly. 2. Art brokers can help artists expand their popularity and market share through diversified operation strategies. These strategies include promotion, marketing, signing, touring and collaboration, each of which requires detailed market research and analysis to ensure its effectiveness and viability. 3. Good cooperation and effective operational strategies between artists and art brokers can not only help artists succeed in the market, but also promote the development of the entire art industry. Through the talent of artists and the wisdom of brokers, the entire art ecosystem can flourish and develop. In short, the partnership between artists and art brokers is essential for the development of the art industry, and needs to be based on mutual trust, good communication and effective operating strategies.