從跨領域合作趨向論視覺藝術產業之經營策略

ON THE MANAGEMENT STRATEGY OF VISUAL ARTS INDUSTRY IN VIEW OF THE TREND OF INTERDISCIPLINARY COOPERATION

林文珊(Wen-Shan Lin)

指導教授 ： 王德育

元智大學/人文社會學院/藝術管理研究所/碩士(2004年)

摘要

在全球環境的相互牽動下，台灣視覺藝術的發展隨著知識經濟時代的來臨產生顯著的變化，藝術創作內容的重要性已然超過藝術作品本身的物質價值，無論是藝術家、博物館、民間藝文團體或藝術公司皆須採取開放合作的態度，突破固有界限與經營思維以因應快速變遷的社會；近年來適逢政府著力推動「文化創意產業發展計畫」，在此政策主軸之下，藝術文化肩負塑造台灣國際形象，促進國家經濟繁榮的任務，實為視覺藝術界重新整頓步筏，再創產業高峰的時機。
為解決台灣當前視覺藝術產業的困境，本研究以發揮視覺藝術最大精神效益與經濟效益為出發點，提議視覺藝術應朝向跨領域合作之經營方向發展，將視覺藝術的經營焦點從藝術品的買賣活動，轉移至以藝術作品內容為創意基礎，向外衍生之藝術產品或藝術事業上，俾使視覺藝術融入生活並為大眾日常所需。
本論文共分為三大章節，第一章分析視覺藝術的特質與生態概況，闡述台灣發展視覺藝術產業的優勢與挑戰。第二章研究與視覺藝術產業跨領域合作有關的議題，藉由參酌國際視覺藝術政策，探討產業鏈中的各單位的關係與串連、交流平台及藝術網絡的功能；另外一個重點是將視覺藝術跨領域經營之類型分為「藝術呈現形式之創新」與「藝術經營合作對象之創新」二類，列舉國內外案例說明其對大眾生活的影響。第三章針對台灣視覺藝術現況，提出發展跨領域事業的五大關鍵要素，並且應用策略管理理論與行銷觀點，為台灣視覺藝術產業建立發展跨領域合作之經營策略。

關鍵字

跨領域合作 ； 視覺藝術產業 ； 經營策略 ； 藝術經濟 ； 珍貴時刻水滴娃娃 ； 野口勇

並列摘要

Under the impact of global interaction, there has been dramatic change in the development of visual arts in Taiwan in the age of knowledge economy. That creative content of arts is now more important than the material value of artwork has incited the artists, museums, private arts groups or organizations to have open attitudes toward cooperation and make a break-through on the innate limitation and managing thoughts in order to cope with the rapid change of society. In the recent years, our government has embarked on pushing the “Cultural Creative Industrial Developmental Project,” under the policy of which, arts and culture have shouldered the responsibility of shaping the international image of Taiwan, and expediting the prosperity of economic development. This is indeed the very time for those who are engaged in visual arts to re-take their steps and re-create the industrial peak.
To solve the current difficulties of visual arts industries in Taiwan, this paper, from the starting point of exerting the greatest spiritual effectiveness and economic efficiency of visual arts, proposes that the development of visual arts should direct toward the management of interdisciplinary cooperation with the managerial focus being shifted from the transaction of artwork to the creative products or business derived from arts; thus visual arts can be fused with the life of the public.
This paper is divided into three chapters. The first chapter analyzes the characteristics of visual arts and its ecological situation, and explicates the advantages and challenges of visual arts industries in Taiwan. The second chapter studies the issues related to interdisciplinary cooperation of visual arts industries by referring to the international visual arts policies and exploring the correlation, linkage, communication and platform of each unit in industrial chain as well as the function of art web. Another important point discussed in this chapter is to have the interdisciplinary management of visual arts categorized into two types of “Creation of Arts Presentation Form” and “Creation of Arts Management Cooperation,” which is exemplified by the international and internal cases to expound their influences on the public life. The third chapter, aiming at the current situation of visual arts in Taiwan, presents five key factors involved in the development of interdisciplinary cooperation industries, and applies the strategic management theories and marketing viewpoints to the establishment of management strategy of interdisciplinary cooperation of visual arts in Taiwan.

並列關鍵字

Interdisciplinary Cooperation ； Visual Arts Industry ； Management Strategy ； Art Economy ； Precious Moments ； Isamu Noguchi

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