臺灣藝術市場行銷策略的探討 —以「臺北新藝術博覽會」與「瑪馨玲」個案為例

The Study of Marketing Strategies in Taiwan Art Market —A Case Study of the Art Revolution Taipei and MaSingLing

康嘉萍(Chia-Ping Kang)

指導教授 ： 陳明賢

國立臺灣大學/管理學院/臺大－復旦EMBA境外專班/碩士(2019年)

https://doi.org/10.6342/NTU202000009

摘要

臺灣藝術市場在過去十年間，趨向繁榮且多元化的發展，各種藝術通路如雨後春筍般的開設，也加速了臺灣藝術產業的交易與流通。
其中改變臺灣藝術圈生態的大事，即是屬大型藝術通路平臺-2011年「臺北新藝術博覽會」的成立。這個平臺的發展，也開始奠基了臺灣藝術家的地位與發語權，自此臺灣的藝術家也面臨訂價的自我調整。若探討臺灣藝術市場過去十年的巨大改變，不得不研究「臺北新藝術博覽會」的行銷策略。而在這場藝博會中，又一有新銳藝術家團體表現特別突出，其獨特創意的行銷策略，可提供藝術家一個全新的行銷思惟。
本研究說明了臺北新藝術博覽會的發起原因、行銷策略、與對臺灣藝術圈的影響之相關探討。此外藝術家的行銷策略，關係到藝術家一生的生涯發展，本研究亦以成功的藝術家團體「瑪馨玲」之行銷策略為研究出發點，探究成功的藝術家的行銷成功因素，亦將此法則提供給臺灣的新鋭藝術家們未來發展之參酌。

關鍵字

藝術品行銷 ； 創意行銷 ； 行銷策略 ； 服務行銷 ； 台灣藝術市場 ； 藝術博覽會 ； 藝術家行銷策略 ； 台北新藝術博覽會

並列摘要

In the past ten years, the art market in Taiwan has become more prosperous and diversified, and various art channels have sprung up, which has accelerated the trading and circulation of the art industry in Taiwan.
Among them, the major event in the art circle in Taiwan is the establishment of a large art channel platform - the "Art Revolution Taipei" in 2011.The development of this platform began to lay the foundation for the status and utterance of artists in Taiwan. Since then, artists have also faced self-adjustment of pricing.If we explore the tremendous changes in the Taiwanese art market over the past decade, we have to study the marketing strategy of the "Art Revolution Taipei".In this art fair, a group of emerging artists is particularly outstanding. Their unique and creative marketing strategies can provide artists with a new marketing thinking.
This study illustrates the reasons for the launch of the Art Revolution Taipei, marketing strategies, and discussions on the impact of the art circle in Taiwan.The artist's marketing strategy is instrumental to the artist's career development. This research also illustrates the marketing strategy of the successful artist group "Ma Sing Ling" as the starting point to explore the successful marketing factors of successful artists and provide this rule to Taiwan. The new artists are taking part in the future development.

並列關鍵字

art work marketing ； creative marketing ； marketing strategy ； service marketing ； art market of Taiwan ； art fair ； marketing strategy of artist ； Art Revolution Taipei(A.R.T.)

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