結合藝術美學及藝術授權的異業應用創新模式-以陽光彩虹麵超人/熊好台灣時尚黑熊 藝術創新為例
No Thumbnail Available
Date
2018
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
這是個文創新經濟浪潮的時代，從歐美日搶得先機可證，加上面對工業4.0產業發展及AI時代來臨的同時，藝術美學及藝術創新成為新競爭力的獨特優勢因素。藝術美學的底蘊不是一天就能夠成形，不是一個程式就能夠解讀，這來自於人類心靈深處，所發出的美麗價值，使藝術美學所產生的價值具有奧妙且龐大經濟價值，更重要的是固然有些文創業者能夠有所了解，其實大部分企業集團或產業對文創產業經濟潛力不太瞭解，加上藝術美學素養有待加強、藝術美學所知有限或跨業整合能力不足，以致於忽視文創市場的龐大潛力，錯失藝術美學文創力所帶來的跨領域或異業另類市場競爭力機會及時代性經濟價值。同時，聯合國教科文組織、國際作者和作曲者協會聯合會、安永聯合會計師事務所2015年底共同發布文化與創意產業報告，提到當前全球文創產業的增加值達2.25萬億美元，占全球GDP的3%，超過了全球電信服務業產值（1.57萬億美元）、印度的GDP（1.9萬億美元）。
有鑑於此本研究目的，實具有重要的掌握時代性意義及新經濟浪潮競爭力，在這重要時代意義當前，藝術美學的全球性品味掌握度不易，藝術美學及藝術創新的整合或應用能力也同樣不容易，加上關注討論的不多，因此提出企業或大眾所忽略的新經濟價值策略而來探討相關層面議題。
本研究採個案研究方法，針對藝術文創產業、應用文創結合的產業或跨業結合的產業，以藝術美學及藝術創新的觀點，發揮異業跨界整合能力，運用創新模式及異業跨界整合策略，根據文獻回顧，提出創新模式，用案例分析，創新模式包括導入綠色生活、書店文化、企業社會責任、科技、餐廳加盟、藝術餐廳博物館及平台經濟概念等，探討結合藝術美學的異業應用創新模式，也就是運用藝術美學內涵導入跨領域或異業的創新策略，帶來新商機發展性，以及結合藝術授權IP的異業應用創新模式，也就是運用藝術授權IP導入跨領域或異業的創新策略，進而產生新價值經濟力。同時以利沙企業Lisa Lee.Hsiu李繡珠的藝術原創 陽光彩虹麵超人及熊好_台灣時尚黑熊藝術創新為例，說明台北天母人文時尚藝術的全球概念國際視野策略，迎接文創經濟新浪潮商機。
本研究結果提出藝術創新商機價值概念式以及藝術創新價值發展建議如下:
一、藝術美學的滲透性，發展全民創意、全民藝術美學生活
二、藝術美學的不易取代性，發揮獨特人文利基整合轉化全球時尚策略
三、藝術授權的獨特報酬回饋性，善用資源整合能力倍增加乘策略
四、藝術創新的商機創造性，迎接AI時代藝術科技時尚整合應用商機
五、藝術創新的人才支持培育及扶植補助，政府全民一起來
六、藝術創新暨藝術授權的整合應用全球概念、國際視野發展面向點燃爆發力
迎上文創新經濟浪潮的時代機會，來贏得文創力生生不息產值及成長爆發力。
藝術美學創新策略及IP角色人物的影響力，從藝術授權及品牌授權魅力風潮案例，如美國 Disney迪士尼、日本 Hello Kitty& 動漫電玩、英國 Peter Rabbit彼得兔…等，這些從默默無聞在本地市場被看見，一直延伸到國際市場，進而形成人們追求風潮及生活情感交融一部份，這自然而然的生活影響力，帶來市場持續性龐大迴響商機。透過本研究探討將有助於文創產業或企業機構、團體組織、創投公司或投資人，更加重視藝術美學的經濟價值奧秘及未來爆發力，一起參與迎接真正的美麗財富及龐大商機，歡喜經營人類幸福生活藍圖的事業。
This is the economic era of cultural and creative industries as pioneer cases have been seen in Europe, the US, and Japan. Additionally, as Industry 4.0 and the AI era are coming, art aesthetics and art creation have become unique advantageous factors to boost competitiveness. Literacies of art aesthetics can neither be developed over night nor be cultivated with a single program. Instead, literacies are developed with value of beauty from the depth of the soul to create influential and powerful economic value. More importantly, although some cultural and creative workers understand this, yet the majority business groups or the whole industry does not yet understand this economic potential. With the need to develop literacies of art aesthetics, limited understanding about art aesthetics and insufficient abilities to integrate with different industries, the huge market potential of the cultural and creative industry has been ignored. Thus, the power of art aesthetics and creative business opportunities and economic value of inter-disciplinary or alternative market competiveness by working with different industries have been left behind. At the same time, published jointly by the United Nations Education and Cultural Organization (UNESCO), Confédération Internationale des Sociétés d'Auteurs et de Compositeurs (CISAC), and Ernst& Young in the end of 2015, the Creative Economy Report reported that the added value of global cultural and creative industries reach USD2250 billion, accounting for 3% of the global GDP and surpassing the revenues of global telecommunication services (USD1570 billion) and India’s GDP(USD1900 billion)。 Hence, the purpose of this study is to find the meaning and to indicate competiveness under a new economic wave. With the significance of time, the global taste for art aesthetics cannot be easily understood. Likely, it is not easy to integrate or apply art aesthetics and art creation. Moreover, only a few have discussed and expressed concern over these issues. This study proposes new economic strategies for businesses or the public to discuss relevant issues. The case study research format is adopted by this study to investigate different industries that cooperate with or apply to the cultural and creative industry. From the perspective of art aesthetics and art creation, this study examines the ability to integrate with different industries by utilizing innovative models and integrated strategies. According to the literature review, proposing innovative models, applying case analysis and innovation model included the introduction of green life, bookstore culture, corporate social responsibility (CSR), technology, restaurant franchising, art restaurant and museum, and concept of the platform economy. This seeks to discuss the utilization of art aesthetic contents with inter-disciplinary or innovative strategies of different industries as well as integration of art IP licensing to bring up new business opportunities and create new value-added economic power. At the same time, Rainbow Noodle Superman and Moda Taiwan Bear of Lisa Lee (Hsiu-chu, Lee) are studied as art innovation cases to describe global concepts and international visionary strategies of Taipei Tianmu Cultural and Fashion Arts to welcome a new wave of business opportunities of the cultural and creative economy. Based on the research results, this study proposes new value concepts of art creation as well as makes suggestions for the development of art creation value: 1. Penetration of art aesthetics to encourage creativities of the public and public art aesthetics life; 2. Irreplaceability of art aesthetics strategies to develop a unique cultural niche to transform the global fashion; 3. Strategies of unique return of investment (ROI) of art licensing to make the best use of integrated resources to create synergy; 4. Creation of business opportunities of art innovation to welcome the arrival of the AI era by integrating art and fashion technologies; 5. Support and financial assistance to cultivate talents in art creation with joint cooperation of the public and private sectors; and 6. Global concept of integrated application of art innovation and art licensing for international vision development to grasp the huge and potential global markets under a wave of creative economy. Cases of art and brand licensing such as the US Disney, Japanese Hello Kitty and roles in animations, and the UK Peter Rabbit proves the influential power of innovative strategies of art aesthetics and IP characters. Their influences expanded from local markets to international ones and they have become part of fashion and life of the people as well as bringing continuous huge impacts and business opportunities. This study will benefit the cultural and creative industry, business organizations, venture capital or investors and help them to be more concerned with the economic value and future potential of art aesthetics. By working together, we are able to take part in these huge business opportunities and manage business for a happy life.
This is the economic era of cultural and creative industries as pioneer cases have been seen in Europe, the US, and Japan. Additionally, as Industry 4.0 and the AI era are coming, art aesthetics and art creation have become unique advantageous factors to boost competitiveness. Literacies of art aesthetics can neither be developed over night nor be cultivated with a single program. Instead, literacies are developed with value of beauty from the depth of the soul to create influential and powerful economic value. More importantly, although some cultural and creative workers understand this, yet the majority business groups or the whole industry does not yet understand this economic potential. With the need to develop literacies of art aesthetics, limited understanding about art aesthetics and insufficient abilities to integrate with different industries, the huge market potential of the cultural and creative industry has been ignored. Thus, the power of art aesthetics and creative business opportunities and economic value of inter-disciplinary or alternative market competiveness by working with different industries have been left behind. At the same time, published jointly by the United Nations Education and Cultural Organization (UNESCO), Confédération Internationale des Sociétés d'Auteurs et de Compositeurs (CISAC), and Ernst& Young in the end of 2015, the Creative Economy Report reported that the added value of global cultural and creative industries reach USD2250 billion, accounting for 3% of the global GDP and surpassing the revenues of global telecommunication services (USD1570 billion) and India’s GDP(USD1900 billion)。 Hence, the purpose of this study is to find the meaning and to indicate competiveness under a new economic wave. With the significance of time, the global taste for art aesthetics cannot be easily understood. Likely, it is not easy to integrate or apply art aesthetics and art creation. Moreover, only a few have discussed and expressed concern over these issues. This study proposes new economic strategies for businesses or the public to discuss relevant issues. The case study research format is adopted by this study to investigate different industries that cooperate with or apply to the cultural and creative industry. From the perspective of art aesthetics and art creation, this study examines the ability to integrate with different industries by utilizing innovative models and integrated strategies. According to the literature review, proposing innovative models, applying case analysis and innovation model included the introduction of green life, bookstore culture, corporate social responsibility (CSR), technology, restaurant franchising, art restaurant and museum, and concept of the platform economy. This seeks to discuss the utilization of art aesthetic contents with inter-disciplinary or innovative strategies of different industries as well as integration of art IP licensing to bring up new business opportunities and create new value-added economic power. At the same time, Rainbow Noodle Superman and Moda Taiwan Bear of Lisa Lee (Hsiu-chu, Lee) are studied as art innovation cases to describe global concepts and international visionary strategies of Taipei Tianmu Cultural and Fashion Arts to welcome a new wave of business opportunities of the cultural and creative economy. Based on the research results, this study proposes new value concepts of art creation as well as makes suggestions for the development of art creation value: 1. Penetration of art aesthetics to encourage creativities of the public and public art aesthetics life; 2. Irreplaceability of art aesthetics strategies to develop a unique cultural niche to transform the global fashion; 3. Strategies of unique return of investment (ROI) of art licensing to make the best use of integrated resources to create synergy; 4. Creation of business opportunities of art innovation to welcome the arrival of the AI era by integrating art and fashion technologies; 5. Support and financial assistance to cultivate talents in art creation with joint cooperation of the public and private sectors; and 6. Global concept of integrated application of art innovation and art licensing for international vision development to grasp the huge and potential global markets under a wave of creative economy. Cases of art and brand licensing such as the US Disney, Japanese Hello Kitty and roles in animations, and the UK Peter Rabbit proves the influential power of innovative strategies of art aesthetics and IP characters. Their influences expanded from local markets to international ones and they have become part of fashion and life of the people as well as bringing continuous huge impacts and business opportunities. This study will benefit the cultural and creative industry, business organizations, venture capital or investors and help them to be more concerned with the economic value and future potential of art aesthetics. By working together, we are able to take part in these huge business opportunities and manage business for a happy life.
Description
Keywords
藝術美學, 藝術授權, 藝術 IP, 異業應用, 異業創新, 創新模式, 跨領域整合創新模式, 創新平台, 餐廳加盟, 藝術創新價值, Art Aesthetics, Art Licensing, Art IP, Applications to Different Industries, Innovation with Different Industries, Innovation Model, Cross-Domain Integration Innovation Model, Innovation Platform, Restaurant Franchising, Art Innovation Value