藝文贊助政策之釐訂與執行之研究

Study for the Formulation and Implementation of the Arts Sponsorship Policy

鄭美華(Mei-Hua Cheng)

《通識研究集刊》 14期 (2008/12) Pp. 1-21

https://doi.org/10.6488/JCGE.200812.0001

摘要

藝術贊助對藝壇發展與文化環境的影響，舉足輕重，導引企業的共同參與，需要政府的倡導與獎勵。政府為鼓勵各界踴躍贊助文化藝術事業，藉帶動全民的藝文參與，1999年行政院文化建設委員會依據「獎勵出資獎助文化藝術事業者辦法」，每年辦理「文馨獎」表彰重視文化藝術贊助的各界人士。
在已開發國家，企業對文化藝術的贊助，已非單純的慈善捐助，而是企業越來越重要的經營策略，此種轉變對文化藝術組織或企業本身，都提供良好的利基。當企業體瞭解藝術贊助不僅有助提升整體形象，且有助商品實質行銷時，贊助經費可來自廣告或行銷的預算，審慎規劃逐年有計畫的贊助模式，以創造雙贏。
2007年末美國的次貸風暴，彷彿渾沌理論中的蝴蝶效應，影響許多國家。導致消費能力減弱及失業率攀升，股市日創新低，廠商關廠裁員，政府疲於紓困，陷入金融海嘯的夢魘。本文從英、美、日等國企業贊助藝術的決策作為及國內的概況加以分析，希冀能提供有司及企業、團體或個人，重視經濟發展也兼顧人文藝術的思考模式，同時提供需要社會贊助的藝文界，體察時勢變遷，創發因應的策略。

關鍵字

藝文贊助 ； 企業形象 ； 文化環境 ； 文馨獎

並列摘要

The culture and arts sponsorship impacts on the arts field development and cultural environment significantly. The government needs to advocate enterprises participating in the sponsorship, and they should be rewarded. In order to encourage enterprises to sponsor the culture and arts enthusiastically, and lead citizens' participation in arts activities, the Council for Cultural Affairs according to ”The Law of Awards to Sponsor Culture and Arts,” has hold the ”Cultural Fragrance Award” ceremonies since 1999, and cited people who have treasured arts sponsorships every year.
In developed countries enterprises, patronage of culture and arts are not simply a charitable donation, but an operating tactics getting important day by day. This kind of transition offers good niches to both the cultural arts organizations and enterprises operating. When the enterprises realize that the arts sponsorships will not only help promote their overall images, but essentially help market their goods at the same time, the arts sponsorship come from their budgets for advertising or marketing through scrupulously planned patronage annually, to create a win-win result.
In the end of 2007, the second-class house loan storm of United States, as the Butterfly Effect of the Chaos Theory, influenced many other countries, weakening the consuming capacities, and enlarging unemployed population. Moreover, the stock markets reach the new low points daily, the manufacturers are either shut down or lay off employees, and the government strand tiredly in mitigations, falling into the nightmare of the financial tsunami. This research probes into the overview analyses for arts sponsorship policy in the United Kingdom, the United States, Japan and China, etc., hoping to offer the public departments, enterprises, associations and individuals a thinking pattern values economic developments as well as the humanities and arts, to offer the strategies for the artists who need society's support and to observe and learn the current situations by experiences so as to take actions and strategies that suit the changeable circumstances.

並列關鍵字

culture and arts sponsorship ； enterprises image ； cultural circumstance ； Cultural Fragrance Award