藝術產業之策略行銷分析-以M畫廊為例

藝術產業近一、二十年來發展快速、變化也極快。無論國際間或在台灣內部，藝術欣賞與收藏的活動越來越多，呈現的作品風格、樣貌和展出的型式與型態也在不斷改變。除此之外，藝術品的價格也一直上漲，海內外的藝術家身價水漲船高，拍賣屢屢創紀錄，整體市場的營業額不斷提升，使得更多人投入藝術產業，尤其是畫廊的經營。身處在一個傳統藝術表現與運用現代科技呈現藝術，彼此間相互幫助也互相競爭的時代，作為畫廊從業人員，試著藉由各種行銷工具，尤其是以策略行銷4C的架構，分析台灣藝術產業，以M畫廊為例，在經營、管理、行銷和銷售上的各項優勢和劣勢，了解自身所面臨的市場狀況，以提高競爭力，達到長久穩定的發展。未來是網路時代，可以將網路科技與傳統實體空間展售分別的優點加以結合，強化優勢，彼此截長補短，發揮最大的效益。

關鍵字

藝術；畫廊；策略行銷

並列摘要

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.