玉山金控的文化藝術參與模式研究

Abstract

近年來，台灣企業所成立的基金會越來越活耀於社會當中，舉辦越來越多讓民眾可以參與的藝文活動。其中，台灣的金融機構是各領域中積極參與的成員之一。本研究以玉山金控為例，從台灣金融機構的文化藝術參與趨勢與類型中做開端，說明玉山金控的文化藝術活動參與歷程，並介紹玉山文教基金會的文化藝術參與的模式與活動。 此研究目的將發掘玉山金控參與文化藝術模式，在企業與藝術這兩個不同性質與領域之間，可能發展的空間，以及已經確實合作過的文化藝術活動。由企業贊助藝文行為的研究構面中，從動機、影響因素、贊助行為以及效益評估此四個層面作為研究方向。企業與文化藝術互動模式從過去的贊助關係，逐漸演變成合作夥伴，而促進企業與文化藝術之間的關係與未來趨勢。本研究從台灣金融金控中，將玉山金控作為研究主軸，玉山金控的文化藝術參與與企業社會責任秉持著企業文化，鼓勵企業同仁積極參與藝文活動。玉山金控自創立以來積極推動文化深耕的巨大工程，長期支持視覺藝術與表演藝術，包括舉辦「畫家畫玉山」美術獎，將玉山從自然的榮耀提升為文化的榮耀。而其後也分別成立「玉山文教基金會」以及「玉山志工基金會」，除了藝文活動的參與，也投入偏鄉學童教育以及志工活動。 最後，玉山金控的文化藝術參與所產生出之社會意義與價值是很全面性的，他們不但成立基金會，更在金控體制下成立協助參與藝文活動的專門單位，除了讓參與到活動的社會大眾獲得體認，更讓其企業同仁親身投入這些活動之中，讓活動更具有不同的意義與價值產生。企業參與文化藝術活動的價值是不可用實際數字去計算與衡量，而是這些活動帶給社會的後續影響力的傳播，更為珍貴與無價。Foundations founded by corporations in Taiwan have become more and more active in the society recently. They organize more art and culture events for people than ever. Financial institutions in Taiwan are one of the corporations enthusiastic about social par-ticipation. This study takes E.SUN Financial Holding as an example and starts with the trend and type of the art and culture events organized by the financial institutions in Tai-wan to elaborate on the historical involvement of the E.SUN Financial Holding in the art and culture events. This study also introduces the involvement pattern of the E.SUN Cul-ture& Education Foundation in the art and culture and the events it has organized. The purpose of this study is to discover the involvement pattern of the E.SUN Finan-cial Holding in the art and culture and the potential development between the two totally heterogeneous fields of business and art. This study also discusses some art and culture events that already took place. Taking the corporate sponsorship for art and culture events as the basis of the research, this study adopts the motive, affecting factor, spon-sorship and benefit evaluation as the research focuses. The interaction model between the corporations and the art and culture events has evolved from the sponsorship in the past to the partnership nowadays, and, thus, promoted the relation and future trend be-tween the corporations and the art and culture events. This study selects E.SUN Financial Holding from all the financial institutions in Taiwan to be the main subject of the research. The art and culture involvement and corporate social responsibility of the E.SUN Finan-cial Holding are based on its culture. In addition to encouraging its employees to actively take part in art and culture events, the E.SUN Financial Holding has always been devoted to promoting culture cultivation projects ever since it was founded. It has supported vis-ual art and performance art events for a long time. For example, it holds the art award “Painters Painting Mt. Jade”, making Mt. Jade not just a natural glory but a cultural glory. It also founded “E.SUN Culture& Education Foundation” and “E.SUN Volunteer” after-ward. They not only participate in art and culture events but also engage in volunteer jobs for children’s education in remote villages. Lastly, the social significance and value deriving from the art and culture involve-ment of the E.SUN Financial Holding are full-scale. It not only founded foundations but also established designated department in its financial holding system to assist art and culture events. This can help it earn the acknowledgment of the public that participates in the events, and give its employees an opportunity to engage in the events in person, which brings about exclusive meaning and value. The value of a corporation participating in art and culture events cannot be valued only by numbers, since the lasting significance the events bring to the society is precious and priceless.