網路藝術交易平台衝擊下傳統畫廊經營精進方案之探討

畫廊在藝術市場的循環中，具有銷售、經紀以及展覽等重要的功能，且畫廊與藝術家和收藏家的關係密不可分，藝術品的價值要得以彰顯，就需要仰賴畫廊的專業操作。由於科技的發展以及網路使用的普及，使得藝術產業的經營模式產生了很大的變化，像是社群網路、資訊的共享以及電子商務，乃科技與藝術產業相互碰撞所產生的發展趨勢。然而，產業環境的改變，全球畫廊的傳統經營模式備受挑戰，諸多如成本上漲、藝博會興起、網路藝術交易平台蓬勃發展以及藝術家與畫廊的經紀關係可能不再是唯一的方法等，都將成為畫廊為未來趨勢布局的成敗因素。因此本研究透過文獻回顧以及深度訪談的方式，企圖從中了解台灣畫廊現階段經營之狀況，並著重於探索畫廊處在目前趨勢，並擬定相關可行的策略模式。

關鍵字

畫廊；藝術市場；網路藝術交易平台；經營策略

並列摘要

The functions of art galleries are selling, brokerage, and exhibiting in art market, and there is a close relationship between artist and collector. In addition, the value of artwork will depend on how professional it operates. In the light of the development of technologies and the spreads of using internet, a great change is impacting on business model of whole art industry, such as social media, information sharing, and e-commerce. It is all about the trends of combination of technology and art industry. However, it is a challenge to gallery that planning for future trends determine success or failure in this environment, including increasing cost, rise of art fair, booming development of online art marketplace, and contract of gallery is not the only way for artist. Therefore, we tried to understand this state of operation, and discovered strategies for gallery in this trends by literature reviews and in-depth interviews.