藝術品資產管理投資公司的商業模式評析

本研究以個案研究法為基礎，進行藝術品資產管理公司「傳麒國際有限公司」案例分析，並以商業模式九宮格專業架構，進行藝術品資產管理公司的商業模式關鍵要素(涵蓋價值導向、供給導向、需求導向及財務導向)分析。本研究主要結論有兩點，第一，本研究發現傳麒國際以經營金銀壺、字畫、玉雕作品、普洱茶茶餅、沉香、老酒、玳瑁等重要藝術品為主，其關鍵成功因素係以私人會所(華香堂)做為交流平台，以達到關係行銷的口碑傳播效果。第二，本研究以商業模式九宮格為示範性商業模式建構藍圖，為藝術品資產管理公司設計商業模式，其中探討重點包括價值導向(創新亮點、產品/服務、價值主張)；供給導向(關鍵合作夥伴、核心優勢活動、供應鏈)；需求導向(顧客關係、經銷通路、目標客群)；財務導向(成本結構、收入預估)等面向。本研究以商業模式藍圖評析藝術品資產管理公司，期能深化藝術品產業的專業知識並進一步增加藝術品市場參與群眾。

關鍵字

藝術品；資產管理公司；個案研究法；商業模式

並列摘要

Based on the case study method, this research conducts a case analysis of the art asset management company “Chuan Qi International Co., Ltd.”, and uses the business model canvas to analyze the critical success factors of the art asset management company (including value orientation, supply orientation, demand orientation and financial orientation). This study leads to two main conclusions. First, this research found that Chuan Qi company mainly deals in artworks such as gold and silver pots, calligraphy and painting, jade carvings, puerh tea, agarwood, old wine, and tortoiseshell. Chuan Qi company’s key success factor is to adopt private clubs (華香堂) as a communication platform to achieve the effect of word-of-mouth communication in relationship marketing. Second, this research uses the business model canvas to design a business model for art asset management company, by focusing on value orientation (innovation highlights, products/services, value propositions); supply orientation (key cooperation partners, core competitive activities, supply chain); demand orientation (customer relationship, distribution channels, target customer groups); and financial orientation (cost structure, revenue estimation). This study employs the business model canvas to evaluate and analyze art asset management companies, hoping to deepen the professional knowledge of the art industry and further enhance the participation of the masses in the art market.