台灣企業與獨立基金會推廣視覺藝術教育活動之研究
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2006
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摘 要
隨著台灣社會大眾與企業界對於藝術需求的與日遽增，近年來政府及民間單位都積極地推廣美感教育，企業更透過基金會來展現對於藝術文化的最大支持。在台灣各色的非營利組織中，基金會一直是數量最多，並且能長期且多元化地執行活動的機構。本研究採質性研究之深度訪談法，針對五家（帝門、邱再興、富邦藝術、廣達、台新）推廣視覺藝術教育的基金會進行了解，並將訪談對象擴及到曾與基金會合作的關係人士；同時以活動觀察法、文件資料蒐集輔助研究，以了解基金會推廣藝術教育的動機、執行狀況與影響因素。以下為本研究之結論與建議：
一、本研究結論
（一）企業與獨立基金會推廣視覺藝術教育活動之動機包括：
1.企業主認同藝術對社會產生的正面影響力，願意贊助藝術教育活動。
2.基金會可以透過藝術教育活動吸引資源，開拓人脈。
3.企業可透過藝術教育活動達成行銷與公關宣傳策略。
4.基金會希望透過藝術教育活動增加藝術觀眾。
5.透過藝術教育活動能促進藝術工作者與民眾交流。
（二）企業與獨立基金會推廣視覺藝術教育活動之狀況可歸納出以下幾點：
1.倡導新議題與開發新活動方式，是基金會推廣藝術教育活動的最大價值。
2.企業基金會擅用通路與資源整合方式進行社會行銷。
3.基金會的藝術教育活動重視分眾行銷與市場區隔。
4.基金會利用「模組建置」簡化活動運作過程，增加推廣便利性。
5.基金會透過績效評估檢討活動成效。
6.基金會的藝術教育活動提供不同領域工作者一個交流的平台。
（三）企業與獨立基金會推廣視覺藝術教育活動之影響因素為：
1.基金會與母企業的依賴程度，影響機構選擇推廣藝術的種類與活動方式。
2.決策核心的態度與藝術專業程度，影響藝術活動的發展方向。
3.內部職員跨領域的組合影響教育活動（子計劃）的多元性。
4.基金會的成立資金來源與年營運資金額，將決定活動的行銷組合方式。
5.目前政府與基金會的互動以個案合作、經費補助及合產協力居多。
6.外在環境的競爭與壓力，使基金會在推廣活動時重視市場區隔與定位。
7.基金會操作藝術活動的方式受台灣社會環境影響深遠。
（四）企業與獨立基金會推廣視覺藝術教育活動之困境包括：
1.社會大眾對企業贊助藝術的動機不了解，使認同感與參與度偏低。
2.基金會內部人力、物力與資源不足，增加推廣工作的困難度。
3.基金會缺乏更有效的宣傳管道。
4.法規政策不周全，機構與政府互動太侷限，限制贊助與活動推廣方式。
5.藝術與行政等專業人才不足，是基金會未來長遠發展的危機。
二、本研究建議為：
（一）對政府單位之建言
相關單位應著手調查統計基金會資料以落實有效管理，並透過策略聯盟方式合作，發揮實際效益。此外，透過稅務優惠與更多元的獎勵方式持續鼓勵更多企業與基金會推廣藝術活動。
（二）對基金會推廣教育活動之建言
基金會可參考國外基金會推廣藝術教育之模式，而在與其他單位長期合作時，則需將合作對象原有的運作機制列入考量。基金會與公部門在政策互動上較薄弱，應增加雙方互動，實踐第三部門的功能。
（三）對學校藝術教育之建言
重新思考學校藝術教育在社會中的角色與定位。學校教師要更積極地運用社會資源，以提高學校藝術課程與社會藝術的聯繫程度。
（四）後續研究建言
可以擴展中南地區的基金會並增加受訪對象，以獲得更多不同立場的觀點。此外，台灣藝術生態對基金會發展影響甚深，故後續研究亦可從社會歷史及哲學層次切入，研究台灣藝術基金會的發展。
Abstract As the need of arts from mass population and entrepreneurs in Taiwan increases steadily, government and non-governmental organizations have been promoting arts education vigorously. Many enterprises even show their greatest support to art culture through foundations. Among various non-profit organizations in Taiwan, foundations always account for the highest percentage. This study employs in-depth interviews, one kind of qualitative research, and uses five visual art education promotion foundations (Dimension Endowment of Art, Chew’s Culture Foundation, Quanta Culture& Education Foundation, Fubon Art Foundation, and Taishin Bank Foundation for Arts and Culture) as the research targets, and the respondents also include the people who had ever cooperated with foundations. Meanwhile, recorded activities and collected data will also be used as reference for this study to explore the motivation of foundations for promoting arts education, and the conditions and problems when the foundations were holding activities as well as to know the influence of the environments. In the following are the conclusions, and suggestions of the research: Ⅰ.Conclusions A. The motivations of Corporate Foundation and Independent Foundation promoting arts education include: 1.Enterprises approve that arts has positive influence and are willing to sponsor for arts activities. 2.The arts activities held by foundations would attract resources and extend business relations. 3.The arts activities held by enterprises would accomplish the strategies of marketing and public relations. 4.Foundations hope to increase audience from arts activities. 5.Artists could interact with the masses through arts activities. B. The conditions of arts education promotion held by Corporate Foundation and Independent Foundation can be generalized into the following statements: 1.The ultimate value of foundations holding arts education activities was to promote new discussions and initialize new modes of activities. 2.Corporate Foundation would make good use of accessible approaches and integrated resources to carry out social marketing. 3.Arts education activities held by foundations put much emphasis on segmentation marketing. 4.Foundations would employ modularity to simplify the process of arts activities and to help increase the convenience of promotion. 5.Foundations would review the achievements of arts activities to analyze the efficacy. 6.The arts activities held by foundations could be a platform to provide various jobs for different fields of workers. C. The elements that influence Corporate Foundation and Independent Foundation on promoting arts education include: 1.Foundations and primitive industries rely on each other so much that it affects the organizations on choosing the kinds of activities for promoting arts and the ways how activities should be held. 2.The attitude and arts profession of decision core influence the development of arts activities. 3.The combination of interior cross-field employees affects the diversity of sub-projects. 4.Foundations’ source of endowment and annual expense would decide the modes of marketing mix. 5.Now the interaction between government and foundations is mostly based on cooperating cases, subsidy, and public private co-porduction partnership. 6.The competition and pressure from exterior circumstance made foundations take market segmentation and orientation seriously. 7.The ways foundations hold arts activities are deeply influenced by Taiwan society. D. The hardships Corporate Foundation and Independent Foundation are confronted with when promoting arts education activities include: 1.The masses do not know the motivations for foundations to sponsor arts education, so the recognition and participation are both low. 2.The arts education is hard to promote because foundations are short of human and material resources. 3.Foundations are lack of effective promoting channel. 4.Laws and regulations are incomplete, and government restricts sponsoring and promoting arts activities. 5.Art professionals and administrators are insufficient, which will be a crisis for foundations’ future development. Ⅱ.Suggestions A. To the government: Any related administrative unit should build a database for foundations in order to have a systematic management and use strategic alliance to cooperate with foundations to develop benefit. Besides, it is good to encourage other enterprises and foundations to promote arts by means of tax deduction and various rewards. B. To the foundations on promoting arts education: Foundations can refer to foreign countries about the ways they hold these activities. While having long-term cooperating with other organizations, foundations should take the operation of some cooperated targets into consideration. The foundations have little advantage over governmental policies, which should be improved to practice the function of the Third Sector. C. To the schools on promoting arts education: Schools need to rethink and reposition the role of arts as an education. School teachers should use social resources more actively to connect school art curriculum with social art. D. To the follow-up researches: Research foundations can start to develop in the middle and southern Taiwan and increase more respondents to get more viewpoints dimensionally. Moreover, since foundations are deeply influenced by Taiwan’s art environment, the follow-up studies can do a research from a historical and philosophical point of view to look into the development of Taiwan’s art foundations.
Abstract As the need of arts from mass population and entrepreneurs in Taiwan increases steadily, government and non-governmental organizations have been promoting arts education vigorously. Many enterprises even show their greatest support to art culture through foundations. Among various non-profit organizations in Taiwan, foundations always account for the highest percentage. This study employs in-depth interviews, one kind of qualitative research, and uses five visual art education promotion foundations (Dimension Endowment of Art, Chew’s Culture Foundation, Quanta Culture& Education Foundation, Fubon Art Foundation, and Taishin Bank Foundation for Arts and Culture) as the research targets, and the respondents also include the people who had ever cooperated with foundations. Meanwhile, recorded activities and collected data will also be used as reference for this study to explore the motivation of foundations for promoting arts education, and the conditions and problems when the foundations were holding activities as well as to know the influence of the environments. In the following are the conclusions, and suggestions of the research: Ⅰ.Conclusions A. The motivations of Corporate Foundation and Independent Foundation promoting arts education include: 1.Enterprises approve that arts has positive influence and are willing to sponsor for arts activities. 2.The arts activities held by foundations would attract resources and extend business relations. 3.The arts activities held by enterprises would accomplish the strategies of marketing and public relations. 4.Foundations hope to increase audience from arts activities. 5.Artists could interact with the masses through arts activities. B. The conditions of arts education promotion held by Corporate Foundation and Independent Foundation can be generalized into the following statements: 1.The ultimate value of foundations holding arts education activities was to promote new discussions and initialize new modes of activities. 2.Corporate Foundation would make good use of accessible approaches and integrated resources to carry out social marketing. 3.Arts education activities held by foundations put much emphasis on segmentation marketing. 4.Foundations would employ modularity to simplify the process of arts activities and to help increase the convenience of promotion. 5.Foundations would review the achievements of arts activities to analyze the efficacy. 6.The arts activities held by foundations could be a platform to provide various jobs for different fields of workers. C. The elements that influence Corporate Foundation and Independent Foundation on promoting arts education include: 1.Foundations and primitive industries rely on each other so much that it affects the organizations on choosing the kinds of activities for promoting arts and the ways how activities should be held. 2.The attitude and arts profession of decision core influence the development of arts activities. 3.The combination of interior cross-field employees affects the diversity of sub-projects. 4.Foundations’ source of endowment and annual expense would decide the modes of marketing mix. 5.Now the interaction between government and foundations is mostly based on cooperating cases, subsidy, and public private co-porduction partnership. 6.The competition and pressure from exterior circumstance made foundations take market segmentation and orientation seriously. 7.The ways foundations hold arts activities are deeply influenced by Taiwan society. D. The hardships Corporate Foundation and Independent Foundation are confronted with when promoting arts education activities include: 1.The masses do not know the motivations for foundations to sponsor arts education, so the recognition and participation are both low. 2.The arts education is hard to promote because foundations are short of human and material resources. 3.Foundations are lack of effective promoting channel. 4.Laws and regulations are incomplete, and government restricts sponsoring and promoting arts activities. 5.Art professionals and administrators are insufficient, which will be a crisis for foundations’ future development. Ⅱ.Suggestions A. To the government: Any related administrative unit should build a database for foundations in order to have a systematic management and use strategic alliance to cooperate with foundations to develop benefit. Besides, it is good to encourage other enterprises and foundations to promote arts by means of tax deduction and various rewards. B. To the foundations on promoting arts education: Foundations can refer to foreign countries about the ways they hold these activities. While having long-term cooperating with other organizations, foundations should take the operation of some cooperated targets into consideration. The foundations have little advantage over governmental policies, which should be improved to practice the function of the Third Sector. C. To the schools on promoting arts education: Schools need to rethink and reposition the role of arts as an education. School teachers should use social resources more actively to connect school art curriculum with social art. D. To the follow-up researches: Research foundations can start to develop in the middle and southern Taiwan and increase more respondents to get more viewpoints dimensionally. Moreover, since foundations are deeply influenced by Taiwan’s art environment, the follow-up studies can do a research from a historical and philosophical point of view to look into the development of Taiwan’s art foundations.
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企業基金會, 獨立基金會, 視覺藝術教育, 社會行銷, Corporate Foundation, Independent Foundation, Visual Art Education, Social Marketing