台灣企業與所在地的藝文互動

THE CULTURAL INTERACTION BETWEEN ENTERPRISE AND COMMUNITY IN TAIWAN

陳欣宜(Hsin-I Chen)

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(2007年)

摘要

台灣企業在發展企業贊助的過程中，因應企業社會責任的風潮，改變贊助的心態與方式，贊助不僅是物質上的給予，同時，注意心靈上的需求，注意消費者行為的轉變與企業所在地的藝文團隊長期合作或是舉辦藝文活動，以進行與人們的互動交流。而企業所在地的範圍，因企業規模不一，產生不同的定義和活動模式，企業會因此如何影響其所在地，成為本文擬以研究的目的。

台灣企業贊助藝術的現況已發展一段時間，雖未有成立專業媒合企業與藝術的平台，但台灣企業已有各自與藝術團隊合作模式。企業也因為企業社會責任的潮流，注意到對社會的責任和永續發展的概念。因此, 企業企圖運用藝術增進與企業所在地民眾的互動，並提昇企業所在地的生活品質。

本文試圖從台灣企業的角度去探討企業社會責任帶給企業的轉變，了解企業運用藝術和所在地產生的互動，並進一步思考企業的定位和互動的經營策略，對企業提出建議，提高企業、藝術和所在地對彼此的了解，並就現有資源作有效的運用，提升競爭優勢，拓展台灣的地區性發展。

關鍵字

企業 ； 企業贊助 ； 企業社會責任 ； 社區 ； 藝術 ； 永續經營

並列摘要

Under the development of enterprises sponsorship, an increasing number of Taiwan enterprises fulfill their corporate social responsibility by not only rendering the material supplies; meanwhile, they pay attention to the need of intangible spirits, the change of the consumer behavior, the long-term corporation with local art organizations, and the holding of art activities to interact with local people. However, the different locations and scopes of the enterprise result in different definitions and activities of their strategies, and how the enterprise influences the locale will be the focus of this paper.

It has been a long time that Taiwan enterprise sponsored the arts, although there has no professional medium as a platform to incorporate business and arts, yet, each enterprise has developed its own method to work with the art organizations. Because of the trend, Taiwan enterprise has noticed its corporate social responsibility and its sustainability. The enterprise intends to bring art to local community, to interact with local people, and to promote the living quality of the locale.

This paper endeavors to discuss the change of the enterprise with the concept of CSR, in order to understand the interaction generated through arts between the enterprise and local community; furthermore, to think over the position and interactive development strategy of the enterprise, and to make some valuable suggestions. As a result, to increase the mutual understanding among the enterprise, art organization and local community, to use the available resources effectively, to promote the competitive advantage, and to exploit the regional development of Taiwan.

並列關鍵字

enterprise ； sponsorship ； corporate social responsibility ； community ； art ； sustainability

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