畫家商業化策略之探討-以台灣新銳藝術家為例

Abstract

本研究以資料蒐集及深度訪談法，了解台灣藝廊產業現況，從中整理可循脈絡，輔以行銷策略原理之應用，期為台灣畫家進入市場商業化時作深入之策略探討，旨在協助臺灣年輕藝術家突破與畫廊產業合作的困境，而達到創作與行銷間平衡的最好規劃。 首先，研究者透過文獻回顧證明臺灣藝術交易市場的困境，彰顯素來難以提供多數新進全職創作者，支持其生活經濟所需之負擔；或有是者，其創作能量實不免受到漫無頭緒、烦文瑣事的行銷活動所分散。 面對上述問題，研究者以藝廊在地沿革史，佐證藝廊足以給予成熟藝術家相對合乎預期之合作條件。惟仍須正視的是，臺灣青年藝術創作者受到藝廊和收藏家大力青睞者，為數甚少。本研究以開業十年以上畫廊經營者及25歲至45歲之臺籍藝術家為對象，進行深度訪談，研析二者張力成因，藉以瞭解年輕藝術創作者對於當前市場的認知、看法及意見；畫廊業者對於初入藝壇畫家的期許和指引。試圖尋求供需之間期望值的最大交集，以之為資料提出供需導向之合作方案。 在畫廊合作的前提下，本文進一步援引藝術經紀人制度及建立個人品牌形象，並以行銷策略理論為基礎，分析釐訂出一套可行的建議，最終目的在於協助新銳藝術創作者如何與畫廊業者合作，做好妥善的創作生涯規劃，創造出市場價值並持續維持商品的價值定位。 另一方面，新科技與數位創新的商業模式興起，年輕藝術家在網路近用（internet access）日趨普及的二十一世紀，有了新的自我展示管道，如何有效地運用科技新工具並與畫廊間保持良好的合作模式，相輔相成。本研究亦將就藝術品的網路線上交易未來發展做一評估與預測。

Adopting in-depth interview（IDI） as the research method, the thesis reveals and analyzes the current developments of the gallery industry in Taiwan. From marketing and strategy-making perspectives, the thesis aims to provide guidance to Taiwanese emerging artists in overcoming the barrier to cooperate with local galleries, which may reach balance between productivity and self-marketing to the artists’ satisfaction. Firstly, having reviewed and analyzed the proceeding relevant studies, the researcher points out the Taiwanese art-dealing market has hardly had ability to offer majority of young or emerging full-time artists income that is able to support their expenses. Even for little number of the blessed ones with sufficient payment, their productivity has been inclined to be influenced by self-marketing projects and administrative affairs thereof. Secondly, for the long-existing aforesaid issues among Taiwanese artists, having looked into the evolving history of local galleries, the researcher is able to prove that cooperation with galleries remains the most preferable option for emerging artists. Notwithstanding the said option being the best suggestion, the younger generation of artists has seldom been favored by gallery owners、curators and collectors. The researcher therefore conducts in-depth interviews with gallery owners and curators of experience more than ten years and Taiwanese artist ranging from twenty five to forty five. The result centers the difference in needs and expectations of both parties and the intersection thereof, which serves as direct resources to propose cooperation terms and conditions to both parties’ satisfaction. Last but not the least; in a time where internet access is increasingly prominent, the thesis introduces art manager system and personal brand building on the premises of cooperation with galleries.