| 摘要: | 文化創意產業的推動與普及是國際重視議題，不僅各國相繼提出相關戰略發展計畫，我國政府亦將文創產業列入國家發展重點計畫。聯合國教育、科學及文化組織(UNESCO)認為「文化產業」(Cultural Industries)，也可稱為「創意產業」(Creative Industries)。其產業內容可包含視覺藝術、表演藝術、工藝與 設計、印刷出版、電影、廣告、建築、歌舞劇與音樂製作、多媒體、視覺產品、文化觀光及運動等等。
隨著國際間政府的文創產業的重視及推動，加上藝術市場的全球化，藝術博覽會的數量與日俱增，儼然成為展現藝術家作品的重要平台。國際藝術博覽會能在國與國之間形成文化宣傳與交流功能，不僅刺激藝術產業發展，也讓主辦國與參展國有良好實質性的效益，還能促成商品交易與產業發展。因此，除了傳統以畫廊為主的藝術市場模式，藝術博覽會經濟模式也成為新趨勢，如何有效經營及發展藝術博覽會對各國文創產業發展是個重要的探討議題。
由於國際藝術博覽會的經營模式特性及成功原因關乎於各個層面的利害關係人互動與良好合作模式，因此本研究運用美國麻省理工學院(MIT)的系統思考(systems thinking)觀點解析國際藝術博覽會系統中主要的角色，包括主辦者、藝術家及參觀者(含藏家)三方間交流之互動。以台北新藝術博覽會為研究案例，結合專家訪談以進行經營模式及發展策略實證分析，探討國際藝術博覽會主辦單位如何發展與各國藝術家及參觀者共同創造價值的經營模式、相關管理意涵及經營策略建議。
研究結果發現並建構出三個主要影響台北新藝術博覽會經營模式之價值創造因果回饋環路，可以有助於持續正向發展並帶動經營成效。本研究結果說明國際藝術博覽會價值創造之關鍵是「以藝術家為核心」；透過創新經營及理念，以建立藝博會的平台融合各國文化的特色與口碑，讓藝術不侷限於在少數頂端群衆，而是有更多民眾可以參與，擴大了影響層面，有著文化的傳承，著重於藝術文化跟生活結合，以達到推廣藝術生活及國際文化交流之目的。期望此研究可以做為文化及藝術博覽會相關產業之發展參考。
Cultural and creative industries is getting more and more attention globally, and governments around the world have put relevant strategic plans in place accordingly, including Taiwan. UNESCO proposes that cultural and creative industries could cover a wide range of applications including visual arts, performance arts, crafts and design, printing & publishing, films, advertisements, architecture, musicals and music, multimedia, visual products, cultural tourism and sports, and etc..
Along with the emphasis on the cultural industries and promotions from many governments, as well as the globalization of art markets, the number of art fairs increases dramatically, which have become important platforms for artwork exchanges. The international art fairs also play a role of cultural exchanges, not just stimulating the development of art industries, but benefiting both the host and participating countries in a good and substantial way in term of artworks transaction as commodities. Therefore, the art market dominated by galleries could be further enhanced by the new economic model of art fairs. The way to operate and develop art fairs has become one of the major topics to explore impacts on arts and culture exchanges among countries.
Since the business model and success of international art fairs are closely related to stakeholders in diverse aspects as well as the collaborative interactions, this study takes the perspective of Systems Thinking inspired from MIT to analyze the business model and strategies of Art Revolution Taipei among stakeholders such as organizer, artists and visitors (including buyers). The case study further explores how the Art Revolution Taipei (the organizer) utilizes the business model to create values jointly with artists and visitors; the relevant managerial implications and suggestions are also explored in this study. In-depth expert interviews and empirical data were applied to support the case study.
Based on the research results, three causal loops and the feedback system for value creation have been discovered, which is beneficial for strategic development and business model innovation of Art Revolution Taipei. Results from the study demonstrate that the concept of “putting artists center and front” is the key-point of value creation for international art fairs; through innovative operations and concepts in establishing a platform to forge unique features and reputations, arts are democratized to be accessible to the public with broader impacts and the cultural heritage; it focuses on blending arts and culture into daily life, to serve the purpose of promoting arts and culture exchanges internationally. Hopefully this study could be a reference for developing the culture, art fairs and related industries. |
