國內藝文機構取得經費日益艱難之際,吸引企業贊助尚面臨其他對手的強力競爭,若藝文單位無法提出相當的誘因,勢必無法說服企業解囊。筆者發現國內藝術贊助模式有漸趨僵化的現象,此對藝文單位而言將非常不利,因傳統無創新的模式無法發揮藝術贊助的優勢,當藝術贊助又一次看似無效時,企業極可能將原本已有限的贊助預算轉至其他領域,此無論對企業或藝文機構都只會造成惡性循環的結果。 產品置入,一個於各項傳統媒體中已發展成熟且普遍可見的行銷實務,然其在藝術活動上雖偶有見,卻一直是被低度討論的議題。若細究當中,其實產品置入與藝術展覽/創作的結合提供藝企合作一個絕佳契機,可謂兩者相互輝映彼此最大的優勢,本論文將由多個觀點與理論說明、印證此看法,並以此為日後創新合作的方向。本論文藉文獻、案例分析與訪談等方法,除對目前常見之藝術產品置入行為進行解釋、歸類外,另透過訪談取得藝術與企業界相關人士於此議題之意見,期望以上研究工作能為藝術贊助之產品置入行為建立基礎,供未來持續深入之研究參考,並為藝企合作貢獻些微力量。
It's getting harder for cultural institutes to find subsidy from government, while they also have to compete with other competitors on finding corporation sponsorships. It has become a mission impossible for cultural institutes to persuade sponsors especially with not enough incentives. The author of the thesis has observed that the mode of art sponsorship seems to be out of dates. This makes cultural institutes difficult during the negotiation with corporations, because the old and conservative method can't let them find sponsorship. When the collaboration goes not effective and efficient enough, it makes things worse for the relationship between cultural institute and corporation. Product placement, a well-developed and generally seen marketing practice in any other traditional mass media, yet it's still not a fully discussed issue in the case of its operation in art activities. In fact, the combination of art and product placement provides a great opportunity to benefit both cultural institute and corporation. The argument will be supported by theories and point of views throughout the essay and developed to be guidelines for future innovation. The essay takes the following research methods: including paper reviews, case studies and interviews, to explain and classify different types of product placement in arts with the suggestions collected from interviewees. Hopefully, the essay could serve as a foundation for future ongoing work in the field and put some energy in domestic art and business situation.