藝術品電商平台商業模式之探討-以1313藝享網為例

Abstract

本研究旨在探討藝術品電商平台的商業模式，藝術品電商平台在傳承和普及藝術文化方面具有積極影響，能豐富人們對藝術美感的體驗，並支持藝術家的原創。面對數位時代的來臨，結合傳統藝術與現代化科技就顯得格外重要。1313藝享網提出的「牆壁經濟」和畫作租賃服務是一種創新的商業模式，結合藝術和商業空間需求，利用空間牆面展示藝術作品，提升企業形象，並可以讓畫作增加曝光機會。畫作租賃服務則讓企業透過租賃高質量藝術品，降低進入門檻，與平台共創三贏。研究從電子商務及商業模式九宮格進行網路行銷策略分析，提出兩點管理意涵包括提升品牌形象，實現平台價值主張；尋找關鍵合作夥伴，提升企業競爭力。結論在培育忠實客戶群體、樹立優質品牌形象、提供客製化服務、線上線下同步推廣藝術家、建立完善交易機制、打造與眾不同的生活空間提案、強化競爭優勢、擴大市場佔有率、建立合作共贏商業模式等八方面提出見解。建議發掘年輕藝術家及年輕消費族群；利用AI和VR擴展國際藝術市場；培養具資訊工程和藝術專業人才；將1313藝享網轉化為藝術教育平台；透過B2B2C和O2O建立平台競爭力。希望所提供的建議和策略能提升台灣藝術市場競爭力，透過不斷創新和改進，藝術品電商平台可以更好地滿足消費者需求，實現成為藝術教育平台，提升全民美學教育的目標。This study aims to explore the business models of online art platforms. These platforms have a positive impact on the preservation and popularization of art culture, enriching people's experience of aesthetic beauty and supporting artists' creations. Facing the advent of the digital age, combining traditional art with modern technology is particularly important. The "Wall Economy" and artwork rental services proposed by 1313 Artsharing represent an innovative business model that meets the needs of both art and commercial spaces, providing a win-win solution for businesses and artists. The "Wall Economy" utilizes wall space to display artworks, enhancing corporate image andcreating exposure opportunities. Artwork rental services allow businesses to rent high-quality art pieces, lowering the entry barrier and enabling them to change artworks according to their needs.The study analyzes online marketing strategies from the perspectives of e-commerce and the business model canvas, proposing two managerial implications: enhancing brand image to achieve platform value propositions and finding key partners to boost corporate competitiveness. It offers insights into eight conclusions: nurturing a loyal customer base, establishing a high-quality brand image, providing customized services, promoting artists both online and offline, establishing a comprehensive transaction mechanism, creating unique living space proposals, strengthening competitive advantages, and expanding market share.Based on these insights, the study offers five recommendations: discovering young artists and young consumer groups, utilizing AI and VR to expand the international art market, cultivating professionals with expertise in both information technology and art, transforming 1313 Artsharing into an art education platform, and building platform competitiveness through B2B2C and O2O models. This study provides a comprehensive exploration of the business model of online art platforms, with the hope that the recommendations and strategies proposed can enhance the competitiveness of Taiwan's art market. Through continuous innovation and improvement, online art platforms can better meet consumer needs, achieve the goal of becoming an art education platform, and enhance aesthetic education for all.