美學為王，文創為后：藝術智慧財產(IP)授權衍生品個案研究

Abstract

論文研究主旨在於透過從事智慧財產(IP)授權管理、廣告創意行銷及藝術策展多年經歷的本研究者，提出如何優化藝術IP授權流程管理、探討藝術IP衍生商品如何提升創意價值，及如何貼近市場流行趨勢之前瞻性開發，以期打造出更多兼具藝術創意、卓越品質與銷售買氣的藝術文創周邊商品。本論文研究核心為透過二種不同型態的藝術品IP授權商業模式：公立博物館「國立故宮博物院」、藝術家專屬「奈良美智特展」二項個案分析，藉由訪談IP授權管理者及被授權廠商，以蒐集分析IP授權方與行銷通路的實際企劃操作案例，並參考文獻資料歸納彙整，最後再加以本研究者實作經驗專業評估，以優化改造為目的切入授權管理核心，提出未來具可行性的執行建議，作為日後藝術品IP授權管理上精進的參考依據。

With the researcher's experiences in IP (Intellectual Property) licensing management, brand creativity, AD., marketing and art curation, the main purpose of this research is to probe how to optimize art IP licensing process management, to explore how art IP derivatives enhance the creative value, and how to approach advanced developments of the market trends. In the long run, we can increase the turnover of the cultural creative peripheral products by strengthening artistic creativity and excellent quality.

Thecore of the thesis is the case studies of two different types of art IP licensing business models: the public museum"National Palace Museum," and the private artist exclusive " The Exhibition of Nara Yoshitomo." Through the interviews with IP licensors and licensees, the researcher collected and analyzed the actual planning and operation cases from the IP licensors and marketing channels. And then, with practical experiences, the researcher proposes the feasible recommendations by summarizing and evaluating the reference materials, as a result, to improve the IP licensing management in the future.