董澤平程代勒Dong, Ze-PingCheng, Dai-Lei張慶仁Chang, Ching-Jen2020-12-10不公開2020-12-102018http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G0004603301%22.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/114421研究旨在瞭解以Mann繪作為例的美國繪畫授權引進臺灣市場商品化的可行策略與模式。從回顧感性審美休閒理論，臺美兩地智產權與臺灣文創市場國際化之現狀著手，透過互為主體之共時性的第三者客觀立場與訪查後結果發現，自由主義風格的繪畫創作於臺商品化有其文化商機，因Mann繪畫風格被接受度屬高，唯商品化後的實際消費行動仍有賴其他中介變數，尚難預料。雖然臺美著作權法及兩國之間協定能提供美國授權方被侵權後的保護及救濟機會，但實際仍有賴兩造授權簽定內容的互惠程度，臺灣被授權方，以及第三方對智產權與侵權訴訟裁定後的真誠和尊重。 美國插畫等繪作授權於臺灣商品化的契約協商內容主要包括授權方的著作財產權之專屬或非專屬權利轉移，部分或完整的重製及改作權，著作者簽名商標權等約定的合理使用、散佈(發行)、公開展示及公開發表等權利議題。美國繪畫著作語詞界定較繁，保護期限較長，轉讓與授權著作之權益終止期間之規定與臺灣有異，其專業經紀、委任律師及當地法院判賠的侵權償金亦較高。故，倘約定管轄與裁判法院於被授權方，自然較佳。準此，繪畫家自宜委任專業經紀公司或籌組法律、會計、產銷等通譯團隊，並依不同主體方立場進行沙盤演練，然後再選擇最佳相應策略與最有利的時機行動。 最後，本研究提供一個可廣泛參用的授權模式，俾便進行授權策略思考。總觀授權理性過程包括：(一)選擇合作廠商與授權專家 (二)談判前的必要認知與準備 (三)談判時的態度與情商技巧 (四)授權契約協商事項 (五)授權金與侵權賠償問題。授權商談策略則包括：(一)談前準備 (二)互探摸索 (三)積極談判 (四)實質蹉商期 (五)協定簽約。總之，私約先於法律，簽署後即不易再改。法律亦旨於防範而無法絕對保證利益，故「真誠互信，勝於一紙承諾」。毌論委任經紀方、被授權方、被授權方均宜以多贏為先。The purpose of this study is to understand the feasible strategies and models for the commercialization of the Taiwanese market authorized by the American painting Mann. Starting from the review of perceptual aesthetic leisure theory, the intellectual property rights of Taiwan and the United States proceed with the international status quo of Taiwanese cultural and creative market. Through the interim objective of Synchronous Interview of intersubjective, the result shows that the liberal style painting was conducted in Taiwan Commercialization of cultural and commercial opportunities, due to Mann painting style is accepted, but the actual purchase of commercial action there are still other intermediary variables, it is difficult to predict. Although the copyright laws in Taiwan and the United States, as well as the agreement between the two countries, can provide U.S. authorities with protection and relief opportunities after their infringement, in practice they still rely on the mutual signatures signed by the two parties' authorization agreements. Taiwan's authorized parties Whether the third party has sincerely respected intellectual property rights, and the result of the infringement suit being adjudicated. The content of the negotiation of the licensing agreement for the commercialization of American paintings in Taiwan mainly includes the exclusive or non-exclusive right transfer of the author's writings in property rights, the partial or complete reproduction right and adaptation right, the fair use of the author's trademark rights, Issue, public display, publishing and other issues of rights. The definition of the term of American painting is more detailed, and the term of protection of rights is longer. The stipulation of the transfer of the rights of the licensing object and the period of terminating the rights and interests differs from that of Taiwan. The professional brokers in the United States appoint attorneys and their courts to adjudicate the compensation for infringement of rights Compensation is also more. Therefore, it is certainly better to have a court of jurisdiction and adjudication in the United States. Therefore, the painter should, of course, entrust a professional brokerage firm or form a team of legal, accounting, manufacturing and marketing professionals who practice rehearsals according to different subjective positions before choosing the best strategy and the most favorable timing. Finally, this study provides a widely accepted licensing model to allow for strategic thinking about licensing. The overall process of rationalization includes: (1) Selection of cooperative manufacturers and licensing experts (2) Necessary cognition and preparation prior to negotiation (3) Attitude and emotional skills during negotiations(4) License negotiation matters (5) Licensing fees and infringement Compensation issues. The negotiation strategy includes: (1) preparation before negotiation (2) mutual understanding (3) active negotiation (4) substantive negotiation (5) agreement signing. In short, private agreements precede the law and are not easily changed after signing. The law is also aimed at preventing but without absolute guarantee of interests. Therefore, "mutual trust in good faith is better than a piece of paper". Regardless of the appointment of brokers, authorized parties, authorized parties should be a win-win first.藝術授權美國繪畫插畫藝術商品化授權契約著作權文創產業大衛曼Art licenseAmerican paintingIllustrationArt commercializationLicensing agreementCopyrightCultural and creative industriesDavid Mann