台灣藝術家網路行銷策略之探討—以藝術團體「走路草農/藝團」為例

本研究是以個案研究為方式，以藝術團體「走路草農/藝團」為研究對象，對個案進行深度訪談以及相關資料的蒐集與整理，透過蒐集的作品資料即訪談的內容，探討個案的作品型態、面臨的困境、行銷模式的分析、利用網路達成的經濟效益，最後是個案多重角色與發展幾個面向進行梳理等。　　在後網路時代，藝術家能輕易開設網路社群媒體，在網路上面進行自我行銷與推廣，這種模式讓一些無法受到畫廊中介機制代理的藝術家們似乎看到了一個迥異於傳統藝術產業模式的新契機。本研究所探究的個案正是具備著這種特質的藝術團體，藉由兩人分工的形式，一人發想計畫，一人執行創作，並分工處理網路社群媒體的行銷推廣，達到透過網路串連而獲得實際營收的成就。　　本研究先探討了傳統當代藝術市場中藝術中介角色與藝術家之間的關係，再提到後網路時代中行銷模型的轉變，最後探討藝術家利用網路行銷達到營利的可能，從中歸納與整理出一個系統脈絡，並輔以個案的相關資料整理與訪談內容，依次分析出個案的作品型態導致與藝術中介的關係、個案利用網路如何進行行銷推廣、個案利用網路達成的實際效應，最後是網路行銷帶給個案的可能性等。　　最後依照研究的結果，提出進一步研究的相關建議，以三個面向切入，對於個案後續研究之建議、對於藝術家網路行銷之建議，以及對於藝術家與藝術中介者角色關係之建議。並提出了對「後網路時代下藝術家藉由網路自我行銷推廣」一種可能的路徑，期許後續研究能針對相關議題深入探討。

關鍵字

藝術家網路行銷；藝術中介；走路草農/藝團

並列摘要

This is a case study based on an artist group named "Walking Grass Agriculture". The research includes an in-depth interview with the case and the information about them. By collecting interview data and all the information, This research tries to figure out the type of their works, the difficulties they face, the analysis of marketing models, the economic benefits achieved by using the Internet, and in the end the case of multiple roles and development of several aspects.　　　　In the post-Internet era, artists can easily set up online social media and promote themselves on the Internet. This model makes some artists who cannot be represented by the galleries seem to see a possibility different from the traditional art industry. The case of this research is one of these qualities. The two of them work together, one member plans the work, the other makes the work, and they promote the marketing of online social media to earn actual revenue through an online connection together.　　 This research departs from the discussion on issues of the relationship between galleries and artists in the traditional contemporary art market, then refers to the transformation of the marketing model in the post-Internet era, and finally discusses the possibility of artists using online marketing to achieve profitability. Base on the above-mentioned references and the data collected from them, I then attempt to analyze how the form of their work leads to the relationship with galleries, how do they use the Internet to promote themselves, what the actual benefits achieved by using the Internet, and the possibility of online marketing. At the end of this dissertation, I propose some advice for further research in three directions: advice on further research of this case, advice on artists' online marketing, and advice on the role relationship between artists and galleries. In the end, I hope to provide a possibility to "promote the self-marketing of artists through the Internet in the post-Internet era". Hope that there will be further research dedicated to this issue.