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The art industry has underwent rapid development and change over the past 2 decades. Whether internationally or within Taiwan, activities such as art appreciation and collection have increased; the styles and appearances of works as well as the ways and models in which they are exhibited are also constantly changing. The price of artwork is also increasing. Values of domestic and foreign artists have surged drastically and have continued to set records at auctions. Revenue in the overall market is also increasing, causing more people to invest in the art industry, especially in the operation of art galleries. Living in an era where traditional art is expressed with modern technology and both mutual assistance and competition are common, staff at art galleries must attempt to utilize various marketing tools, especially the 4C framework of marketing strategy, to analyze Taiwan’s art industry. Using M gallery as an example, the various advantages and weaknesses of their operations, management, marketing, and sales must be analyzed to understand their market status, increase competition, and achieve long-term and stable development. The era of the internet is a future that will allow for integrating the advantages of internet technologies and traditional physical gallery spaces to strengthen advantages, shore up each other’s weaknesses, and maximize benefits. |