企業投資文化藝術產業之利基與建言

THE NICHE AND SUGGESTIONS OF ENTERPRISES INVESTING IN CULTURAL AND ARTS INDUSTRIES

鄧淑玲(Shu-ling Teng)

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(2003年)

摘要

摘 要
文化藝術產業攸關一個國家的生活品質與形象，文化藝術產業之產品、服務以及所展現之理念，更是提昇國家形象、國民之生活素質、以及充實生活內涵的新活力，因此，發展文化藝術產業的重要性不容忽視。雖說一個國家形象的打造，政府須負起大部分的責任與工作，但是身為這個國家的一份子，不論是個人或企業也都有義務為國家形象而努力。
企業與文化藝術產生互動的模式不再只是贊助而已，企業不但是文化藝術的收藏者，更是贊助者，未來更是投資者。企業對文化藝術有很大的影響力，目前關於企業與文化藝術之間的關係探討，大部分的研究多是著墨於兩者之間的贊助關係。事實上，為了促進企業與文化藝術之間的關係，英國的「藝術與企業協會」已經不談「贊助」，而是換成「合作夥伴」。如今，文化藝術已成為企業廣泛參與以及開發、借取的資產。
或有人誤以為文化藝術事業只是徒然耗費金錢而已，但是從本文所列舉的許多案例中，我們可以發現，文化藝術其實是一件非常嚴肅的事，甚至有許多人將文化藝術當成挽救國家經濟的利器。目前我國政府也一直在積極營造一個良好的文化藝術產業發展環境，包括推動知識經濟方案等都是有助於提升文化藝術產業的推動方案。尤其「知識經濟」早已成為全球熱門的觀念，正當大家把高科技產業以及金融投資業等視為知識經濟之代名詞的同時，我們也必須正視文化藝術產業亦是知識經濟的一員，因為創意開發是文化藝術產業的關鍵，更必須以知識為基礎。而行政院文建會也提出「文化創意產業」開發計畫，顯示我們的政府也開始注意到文化藝術產業的重要性。
目前台灣的產業投資環境景氣低迷，因此，文化藝術產業適時崛起，取代工業競爭，成為未來發展主流，並提昇台灣的投資環境。本文便是就企業投資文化藝術產業之投資利基與優勢，探討未來企業加入文化藝術產業之後所產生的好處，將來更可為企業與整個社會、以及國家帶來利益。若企業能把握住特有的投資利基，以企業的專業經營概念加入文化藝術產業之投資市場，讓文化藝術產業成為台灣主要的發展產業，同時響應政府所提倡之「打造人文新台灣」的理念。

關鍵字

文化藝術產業 ； 利基 ； 企業

並列摘要

ABSTRACT
Culture and arts concern the living quality and the image of a country. Through the products, services and ideas presented by the industry related to culture and arts, a country can not only promote its own image but also advance the living quality of its people. Therefore, to develop the industry of culture and arts is an important issue for a country. Although the government assumes the main responsibility for shaping a country’s image, each and every individual or enterprise also has the obligation to contribute to this course.
It is known that enterprises have great influences on the development of culture and arts, and the current studies on the relationship between enterprises and culture and arts mostly focus on the sponsorship on the part of enterprises. Enterprises, nevertheless, no longer play the sole role of sponsors nowadays; they can also be collectors and even investors in the future. As a matter of fact, the term “sponsor” is no longer in use and has been replaced by “partner” by the Association of Enterprises and Arts in the Great Britain currently, with a view to promote the relationship between enterprises and culture and arts. Culture and arts have already been regarded as a kind of assets that attract enterprises to utilize and cultivate as a sort of industry.
It may be misunderstood that culture and arts are something very costly and wasting money. However, many cases exemplified in this study show that culture and arts are actually of economic significance, being an effective tool for rescuing regional or even national economy in may countries. Our nation is presently engaged in shaping a better environment for developing the industry of culture and arts, and is working on projects in the name of “knowledge economics” with the aim to help accelerate the industry of culture and arts. It is true that “knowledge economics” is an idea of global popularity nowadays, and the high-tech industries and financial investments are regarded as a synonym of “knowledge economics.” Even so, it should be bore in mind that the industry of culture and arts is also a part of “knowledge economics” for the reason that the success of this industry consists in creative ideas that are solely based on knowledge. The Council for Cultural Affairs of Executive Yuan in Taiwan has been pushing the project of “Industry of Cultural Creativity,” a measure indicating that Taiwan government has paid heed to the importance of the industry of culture and arts.
As the current environment for industrial investment in Taiwan is turbid, the industry of culture and arts, which timely rises to be the future main stream in industrial development, may prosper the investing environment of Taiwan. This study, thus, aims at exploring the values that enterprises participating in the industry of cultural and arts may gain, as well as the benefits brought to the industries, the society and even the country. If the entrepreneurs in Taiwan can comprehend and grip the enormous advantages by investing in the industry of culture and arts, it may turn out that the industry of culture and arts will become one of the essential industries in Taiwan.

並列關鍵字

CULTURAL AND ARTS INDUSTRIES ； NICHE

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