藝術品網站對新興視覺藝術家與其作品推廣之研究

A study of the emerging visual artists and their artworks’ promotion using art website

陳映蓉(Chen Ying-Rong)

指導教授 ： 楊美雪

國立臺灣師範大學/科技與工程學院/圖文傳播學系/碩士(2017年)

https://doi.org/10.6345/NTNU202202139

摘要

新興視覺藝術家與其作品需要藉由推廣，提升消費者對藝術家及作品的認同。而藝術品網站以推廣新興藝術家與其作品為主，雖是新興推廣管道但逐漸盛行。加上，視覺藝術類在藝術品網站中備受歡迎，讓新興視覺藝術家能藉由藝術品網站，加速宣傳自己的理念及作品，提升其知名度。
本研究目的旨在探討藝術品網站對新興視覺藝術家與其作品的推廣目標、方式、效益與建議，以及新興視覺藝術家與其作品藉由藝術品網站推廣的目標、方式、效益與建議。採用深度訪談法，訪談7位藝術品網站相關人員及6位新興視覺藝術家，整理及分析訪談內容後得出研究結論。
研究結果發現，藝術品網站推廣的目標，短期曝光及提升藝術家與其作品知名度，長期則以串接賣家與買家端和雙方獲利為目標；推廣方式，短期將新興視覺藝術家與其作品推向大眾，並引起大眾關注藝術品網站之新興視覺藝術家，長期推廣方式，包括發展線上收藏途徑和販售作品；推廣效益包括新興視覺藝術家與其作品知名度上升、形成線上交易、及消費者使用比率上升；推廣建議包括網站優化、擴大推廣範圍、評估藝術品商品化的必要性與形式及藝術家應擴大推廣範圍。新興視覺藝術家的推廣目標，短期為曝光和提升自身及作品的知名度，長期以經營自身品牌及販售作品為目標；短期方式為吸引關注及加強曝光強度，長期推廣方式則是呈現作品周全樣態，以及提供符合藝術品網站消費者需求的作品；推廣效益則為知名度上升與售出作品；建議部分，則為積極的自我推廣、改善藝術品網站、以及延伸推廣觸角。

關鍵字

藝術品網站 ； 新興視覺藝術家 ； 藝術推廣

並列摘要

Promoting the emerging visual artists and their works can enhance consumer recognition. And the innovative vision and the courage to challenge of emerging visual artists is advantage to enter the art market. Therefore, the art website focus on the promotion of the emerging visual artists and their works. The aim of this study is to explore how art website promoting emerging visual artists and works, and how emerging visual artists and works using art website to promote themselves and their works. The promotion is divided into goals, methods, benefits and recommendations, and then use the in-depth interview to interview with related personnel of art website and emerging visual artists. And figure out the result through organizing and analyzing the interview content. The findings include: Short-term promotion target of art website is exposing and increasing reputation of emerging visual artists and their works. By using the active promoting positively and causing public concern. It’s successful to reach short-term promotion target. Long-term promotion target of art website is connecting buyer and seller, and getting profit. By developing the mode of online collecting and selling works, it formed online transactions successfully and rise the consumer using-rate. The advises of promotion from art websites include: website optimization, evaluate the commercialization of artwork, and art websites and artists should expand the scope of the promotion. Short-term promotion target of emerging visual artists is exposing themselves and increasing their reputation. By using the way of attracting attention and Strengthening the exposure intensity. Finally Reaching the profit of rising reputation. Long-term promotion target of emerging visual artists is operating the brand and selling works. By showing complete appearance of works and providing works that meet consumer needs. The ways above make artists can earn profit from selling works. The advises of promotion from emerging visual artists include: active self-promotion, improve the website and extend the reaching point of promotion.

並列關鍵字

art website ； the emerging visual artists ； promotion

參考文獻

參考文獻

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