贊助企業對表演藝術創意決策權涉入之探討-以台灣藝企合作個案為例

「藝企合作」是藝文團體和企業在合作的概念下，雙方各取所需、相輔相成的合作模式，企業以財務、產品、行銷資源或志工等形式贊助藝文團體，而藝文團體也提供相對應的資源回饋給企業；然而在此合作關係下，企業是否會因身為贊助方，進而取得藝術決策權，對於藝文團體的創作過程有所干涉，藉此希望達到宣傳企業品牌或商品的效果。國內藝企合作多從企業CSR角度去探討對於企業的影響，本研究將從藝文團體的角度去探討企業贊助的影響，除了蒐集藝企合作、企業贊助和置入性行銷等相關資料，並同時針對表演藝術團體和企業進行半結構式訪談，訪綱設計從藝企合作的模式、藝企合作的影響和藝企合作的展望去探討，將訪談內容撰寫成個案。藉由表演藝術團體和企業的個案進行分析和比較，歸納出藝企合作以混和型模式為主，多元化的合作方式有利於企業進行各式行銷活動；在這過程中，企業若有涉入創作會以置入為主，而且涉入的程度與投入資源的多寡成正比；但若企業無涉入創作，則會對表演藝術團體有其他類型的涉入，例如冠名贊助、品牌露出和公關活動等。研究最終回應研究主題，提出具體建議方向，以期藝企合作成為藝文界和企業界的雙贏代名詞。

關鍵字

藝企合作；企業贊助；贊助回饋；創意決策權；藝術決策權；置入性行銷

並列摘要

"Art-Business Cooperation" is a cooperation mode in which performing arts groups work with enterprises for mutual benefits, assistance and growth. Enterprises sponsor performing arts groups in the form of finance, products, marketing resources or volunteers. Performing arts groups also return corresponding resources to enterprises. Speculations are whether, under this partnership, enterprises proceed to obtain decision-making powers as sponsors and interfere with the creative processes of performing arts groups, in order to promote the brands of enterprises or the effects of commodities. Domestic art-business cooperation mostly examines, from the perspective of CSR, the impact enterprises sustain. This paper explores the impact of corporate sponsorship from the perspective of art groups. The study not only collects relevant information on art-business cooperation, corporate sponsorship and embedded marketing but also conducts semi-structured interviews with performing arts groups and enterprises. The interview outlines are designed to examine the mode of art-business cooperation, the impact of art-business cooperation, and the prospect of art-business cooperation. Contents of the interviews are to be complied into case studies. Through the analysis and comparison of the cases of performing arts groups and enterprises, it is concluded that an art-business cooperation is mainly based on a hybrid model, and diversified cooperation methods are conducive to enterprises to carry out various marketing activities; creation focuses on placement, and the degree of involvement is directly proportional to the amount of resources invested; and when a company is not involved in creation, there are other types of involvement in performing arts groups, such as title sponsorship, brand exposure and public relations activities, etc. The research finding responds to the research theme and puts forward specific directions, hoping that art-business cooperation will become a win-win synonym for the arts, culture and business circles.