藝術創作行銷策略研究

The Research of Marketing Strategy applied on Fine Arts Creation

蔡政達

指導教授 ： 梁桂嘉

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2009年)

摘要

有許多的藝術家並非得獎的常勝軍，或是為社會大眾所熟知。相對的，對一般社會大眾而言，也無從去欣賞這些精彩的藝術創作。在這樣的狀況下，藝術家想全心創作，分享對生命的熱情與態度，但卻又必須顧及生活，是相當艱困的。

本論文藉由文獻的探討與研究，分析並歸納出一套系統化的行銷策略，並導入行銷活動中，亦是把行銷策略導入藝術市場，進而做一個全面性的佈局，為藝術家在行銷方面的決策提供後援。

同時讓藝術家建立一個概念，即經營自己如同經營一個品牌，但並非是以達到資本化為目的，而是藉由此概念的建立，發展出一套系統與參考模式，做為藝術創作的策略與行銷操作之參考，為本研究之最終目的。

如此方向的研究成果，期能作為對自我有期許，盼能自我突破的藝術家們，有參考和依循的方向。並誠摯的冀希能協助不知如何經營個人創作事業的藝術家們，擬定行銷創作策略與行銷計畫，將自身的作品成功的推進藝術市場。

本研究希望透過藝術創作的策略與行銷之研究，藉由商業活動、行銷操作，推廣藝術家的作品，讓作品被知道、被欣賞，也為藝術家帶來收入，能夠無後顧之憂的繼續專心創作。

關鍵字

藝術行銷

並列摘要

A large number of artists neither are regular winners in the
art competitions nor well-known to the public. Turning the other way round, the general public does not really have the
opportunities of seeing the spectacular works made by these
artists. Consequently, it is always difficult for the artists to be deeply absorbed in the creations of art and freely show their passion for life, while they have to care for their daily bread and butter.
Through careful exploration and study of documents, this
thesis mainly analyzes and generalizes a systematic tactic of marketing, so as to lead it into the practical activities of marketing. That is to say, it intends to lead the marketing tactic into the art market. Furthermore, it proposes an overall plot that can provide a basis for the artists when they make a strategic decision in hand of marketing.
Meanwhile, it helps the artists to develop a general idea of
how to manage themselves as brands. It does not take the practice of capitalization as a goal; instead, by the development of the idea this research can ultimately establish a system as the reference given to the artists in their creations and operations of art and marketing.
This research is hoped to provide the reliable directions for those artists who wish to make a breakthrough in their creation. Also, it is expected to help the artists, who do not how to manage their art careers, to draw up marketing plans, so as to successfully promote their works in the art market.

參考文獻

10. 洪蕙瑛，2002，藝術管理，揚智文化事業股份有限公司。

12. 許言、朱浚漢，2008，多角化策略應用於產品設計之初探－以日商新力為例。

1. Elizabeth Hill , Catherine O’Sullivan , 2003 ,Creative Arts Marketing , Butterworth-Heinemann。

2. H.Frazier Moore and Bertrand R.Canfield，1977，Public Relations: Principles, Cases, and Problems。

3. James E.Grunig and Todd Hunt,Managing，1984， Public Relations