網路平台行銷文化創意產業之研究～以視覺藝術產業、音樂與表演藝術產業為核心

Abstract

日新月異的科技發展已為人類生活帶來重大的變革。文化藝術不僅因資訊科技的發展，擴散到全世界各地，更隨著網路科技的進步，也逐漸走入網路行銷的年代。台灣近年來以大規模生產型態為主的製造業漸漸失去經濟競爭優勢，起而代之，是以創新為主並以知識為基礎的經濟時代，而文化創意產業可說是投資小卻能夠創造高附加價值的知識經濟，且能產生龐大衍生性商品利益的產業。由於資訊科技的發展提供了更多更好的機會來發展新產品與新的商業模式，大量的媒體與溝通管道，也將直接反映在內容生產的商業利益以及相關智慧財產權上，文化創意產業結合資訊科技，不僅網路傳播速度快、行銷內容豐富且多元，更能以最少的成本達到產業宣傳之效益。

台灣的藝術一直建構在少數金字塔頂端的少眾人口，新一代的新興藝術創作家，多數難有嶄露頭角的舞台與機會，藝術又是一種非常依賴民眾事業，而且創作者基於經費考量，少有能力改善宣傳行銷的機會，直到資訊科技的革命性發展，電腦與電話為藝術開啟了新的管道，增進了藝術與觀眾接觸及銷售的媒介。網際網路的新工具─網路平台，可以是一個展示的櫥窗，也會是一個銷售的管道，更是一個溝通平台。網路平台的運用可以讓藝術創作者及藝術團體有能力處理及應用客戶的資料，讓行銷工作能夠更加集中、更具競爭力及生產力。

國內以網路新科技應用於文化藝術的概念普遍不足，然而網路爆炸性的成長速度，對於數位內容的需求量與日俱增，舉凡文字、影片、聲音、圖像、設計等等，都將成為未來網路發展中重要的文化資產。有鑑於國內運用網路平台行銷文化藝術產業才剛起步，而且能夠跨科技、藝術、商業領域的人才極少，過去也都是從業人員以土法煉鋼、自我摸索的方式進行，國內少有人能夠結合商業、藝術與科技有效率的來推動文化藝術產業的發展，因此本文將以網路平台行銷文化創意產業之研究，利用網際網路新技術服務達到整合性藝術的訴求，藉由提出創新的藝術市場網路營運模式，將藝術普及化，提升藝術市場再造之新價值。

本文是以視覺藝術產業、音樂與表演藝術產業為研究的核心重點，由於此兩項產業屬於文化創意產業的基礎建設，對整個產業的發展實屬重要。研究目的在於了解此兩項核心產業藝術創作者之需求，並深入了解視覺藝術產業、音樂與表演藝術產業對網路平台行銷藝術的認知及所面臨的困境與難題，並提出實質的建議，期盼將研究所得貢獻給業界參考。本論文共分六大章節，第一章到第三章主要分析國內外文化創意產業現況及網路平台行銷趨勢，第四章針對兩大核心產業作問卷內容設計及資料整理，並對視覺藝術創作者、音樂與表演藝術團體的問卷結果做研究分析。第五章透過多重個案比較，從數家國內外網站所經營的平台著手，對於從事文化藝術相關的網站能夠深入了解其經營方向、獲利、通路、服務項目、產品特色、客戶族群、平台的最大優勢等。台灣較具規模的數位藝術產業，主流營運模式主要有三種：一種是走向數位化藝術資料庫授權型態，一種是以商業授權與加值商品開發為主要做法，另一種是以經營藝術社群入口網站方式。因此第五章以探討國內最大的藝術社群Arttime藝術網、國內最大的兩家入口網站之拍賣網以及國內外藝術授權的三個網站做比較分析，交互分析個案後，找尋普遍行銷的利基。第六章結論與建議，將根據研究調查結果，提出以網路平台行銷文化創意產業之建議方案，以作為後續藝術創作者、政府相關單位及業者建置網路平台之參考。

數位應用開發與創新將是帶動文化創意產業很重要的一環，而國內需要一個藝術整合性行銷服務平台，以傳統文化創意產業為基礎，運用新興科技的技術來發展網路藝術授權交易、經紀、培育及整合行銷、創意社群，開發數位內容複製，整合加值及周邊授權商機。國內若能建置一個完整的網路平台，以服務藝術創作者為中心出發，提供藝術創作者發表各類作品，以分享、交流、展示、銷售及創造，及媒合藝術個人及企業，藉由提供作品展示，進行藝術價值的行銷整合服務，結合平台上系統功能服務的機制，創造原創作品、圖像授權及衍生商品等商品，並且能和消費者與企業進行合作，進而開創文化創意產業之效益。Development of science technology changes daily, bringing huge revolutions to our lives. As information technology progressing, cultural art not only extends worldwide, but enters an internet marketing stage as internet technology advances. In recent years, manufacturing industries of mass production in Taiwan lose its competitiveness gradually. What replaces it is a type of economy that based on innovation and knowledge. Cultural creative industry is just one type of knowledge-based economy that requires small investment but produces high value-added and large profit from derivative products. Development of information technology provides more and better chances to create new products and new business models. Lots of media and communication channels directly reflect commercial profits and other related intellectual property rights. Combining cultural creative industry with information technology, internet marketing can be fast, abundant and diverse, using least cost to reach better advertising effect.

The population of artist in Taiwan has always been very small. Most young generation artists feel difficult having a chance to present themselves. Art is a kind of public-requiring business, yet few creators, considering their budget, can afford to improve their advertising and marketing methods. Until the revolutionary progress of information technology brings new devices like computer and telephone, creates new channels and marketing media for art. Internet platform, a fresh tool on internet, can act as a display window, a distribution channel, and a communication platform. Using internet platform, art creators and groups can handle their customer’s data well, make marketing more centralized and increase their competitiveness and productivity.

The idea of applying internet technology to cultural art is poor in the domestic. Yet as the demand for digital contents such like characters, videos, sounds, images, and designs, etc. grows larger, the explosive internet makes those digital contents important cultural assets in the future. The domestic cultural art industry has just begun using internet platform to do the marketing, and people with technical, aesthetic, and commercial backgrounds are few. In the past, it takes lots of labor and groping to find out how to proceed. Few in the domestic can combine business, art and technology to push the development of cultural art industry effectively. In this article, I’ll propose a new business model for running an internet art market based on my research of cultural art marketing through web platform and the requests to intergrade art by advanced internet technology. By the business model, I wish to make art more down-to-earth and create new value sources for art market. This article focuses on two phases: visual art industry and musical and performing art industry. These are two fundamental elements of cultural creative industries. Both of the industries are important to the development of cultural creative industry. The purpose of research is to know the needs of the creators, their recognition of internet platform, and to identify the barriers they’re facing, and then to try to propose some useful suggestions for the industries. There are six main chapters; from Chapter One to Chapter Three I’ll analyze the internet platform marketing trend and the circumstance of cultural creative industry internal and abroad. In Chapter Four I’ll show a survey on the two fundamental industries, including a questionary and data analyzing. Chapter Five compares several internal and abroad internet platforms, gives a deep look into their operation policy, revenue model, trade marketing, service item, product, customer, advantage…etc. Digital art industries in Taiwan mainly have three types of operating model: the first one is digital art database licensing, the second is business licensing combining value-added product developing, and the last one is running an art community entry website. In this chapter I’ll compare and analyze the common marketing niche of: (1) the largest domestic art community Arttime, (2) the two dominating entry websites with auction function, and (3) three art licensing website internal and abroad. Chapter Six, conclusion and suggestion, will base on the research outcome, and I’ll also propose some suggestions for future artists, governmental departments, and the relating industries as a reference to construct an internet platform.

It’s important for cultural creative industry to exploit digital applications. In domestic, we need an integrated art service platform that based on our traditional cultural creative industries to develop internet art licensing, management, education and integrated marketing, creative community, digital content reproduction, value-added integration, and derivative licensing through new technology. If we can establish a complete internet platform that mainly serves creators and provides multi functions for them to present, share, communicate, sale, create, and matches enterprises, then we can start an integrated art marketing service by displaying these creations. Utilizing the system service mechanism of the platform, we can produce original works, image licensing, derivative products, and cooperate with consumers and enterprises to increase the profit of cultural creative industry in the future.