探討台灣當代藝術產業之行銷策略

Abstract

台灣的當代藝術產業自1960年代開始發展，1980年代以後，隨著美術館和畫廊的數量迅速增加，形成了一個由各種機構和網絡組成的動態結構。這些機構包括畫廊、美術館、藝術博覽會和拍賣市場，它們在推動藝術家和藝術作品進入國際市場方面扮演了重要角色。本研究通過深度訪談法，對六位當代藝術機構的專業人士進行了深入訪談，旨在探索這些機構的行銷策略。研究發現，台灣當代藝術產業的成功行銷策略在於適應性、合作以及對本地和全球藝術市場的深刻理解。畫廊、美術館、藝術博覽會和拍賣公司之間的互動促成了這個行業的繁榮發展。這些機構通過舉辦藝術博覽會、組織展覽和進行媒體宣傳等手段，為藝術家和藝術品創造了更多的曝光機會，並推動了藝術品的銷售和收藏。本研究的結果不僅有助於理解台灣當代藝術產業的生態系統，還揭示了維持和促進這一充滿活力的藝術場景的具體實踐。Since the 1960s, Taiwan's contemporary art industry has developed, and after the 1980s, the number of museums and galleries rapidly increased, forming a dynamic structure composed of various institutions and networks. These institutions, including galleries, museums, art fairs, and auction markets, have played a crucial role in promoting artists and artworks to the international market. This study, through in-depth interviews with professionals from four types of contemporary art institutions, aims to explore the marketing strategies of these institutions.The research found that the success of marketing strategies in Taiwan's contemporary art industry lies in adaptability, collaboration, and a deep understanding of both local and global art markets. The interactions between galleries, museums, art fairs, and auction houses have fostered the thriving development of this industry. These institutions create more exposure opportunities for artists and artworks and promote the sales and collection of artworks through organizing art fairs, exhibitions, and media promotions. The findings of this study not only help understand the ecosystem of Taiwan's contemporary art industry but also reveal specific practices that maintain and enhance this vibrant art scene.