 |
English
|
正體中文
|
简体中文
|
Post-Print筆數 : 27 |
Items with full text/Total items : 110097/141043 (78%)
Visitors : 46425151
Online Users : 642
|
|
|
Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/139149
|
| Title: | 藝術產業之策略行銷分析-以M畫廊為例
Strategic Marketing Analysis of the Art Industry - M Gallery as Example |
| Authors: | 羅驛騰
Lo, Yi-Teng |
| Contributors: | 巫立宇
Wu, Lei-Yu
羅驛騰
Lo, Yi-Teng |
| Keywords: | 藝術
畫廊
策略行銷
Art
Art gallery
Strategic marketing |
| Date: | 2022 |
| Issue Date: | 2022-03-01 16:44:51 (UTC+8) |
| Abstract: | 藝術產業近一、二十年來發展快速、變化也極快。無論國際間或在台灣內部，藝術欣賞與收藏的活動越來越多，呈現的作品風格、樣貌和展出的型式與型態也在不斷改變。
除此之外，藝術品的價格也一直上漲，海內外的藝術家身價水漲船高，拍賣屢屢創紀錄，整體市場的營業額不斷提升，使得更多人投入藝術產業，尤其是畫廊的經營。
身處在一個傳統藝術表現與運用現代科技呈現藝術，彼此間相互幫助也互相競爭的時代，作為畫廊從業人員，試著藉由各種行銷工具，尤其是以策略行銷4C的架構，分析台灣藝術產業，以M畫廊為例，在經營、管理、行銷和銷售上的各項優勢和劣勢，了解自身所面臨的市場狀況，以提高競爭力，達到長久穩定的發展。
未來是網路時代，可以將網路科技與傳統實體空間展售分別的優點加以結合，強化優勢，彼此截長補短，發揮最大的效益。
The art industry has underwent rapid development and change over the past 2 decades. Whether internationally or within Taiwan, activities such as art appreciation and collection have increased; the styles and appearances of works as well as the ways and models in which they are exhibited are also constantly changing.
The price of artwork is also increasing. Values of domestic and foreign artists have surged drastically and have continued to set records at auctions. Revenue in the overall market is also increasing, causing more people to invest in the art industry, especially in the operation of art galleries.
Living in an era where traditional art is expressed with modern technology and both mutual assistance and competition are common, staff at art galleries must attempt to utilize various marketing tools, especially the 4C framework of marketing strategy, to analyze Taiwan’s art industry. Using M gallery as an example, the various advantages and weaknesses of their operations, management, marketing, and sales must be analyzed to understand their market status, increase competition, and achieve long-term and stable development.
The era of the internet is a future that will allow for integrating the advantages of internet technologies and traditional physical gallery spaces to strengthen advantages, shore up each other’s weaknesses, and maximize benefits. |
| Reference: | 參考文獻
一、 中文文獻
巫立宇、邱志聖（2021）。銷售與顧客關係管理（二版）。台北市：新陸書局。
邱志聖（2016）。策略行銷分析：架構與實務運用（四版）。台北市：智勝出版社。
謝文雀譯（2015）。行銷管理：亞洲觀點（六版）。台北市：華泰文化。
二、 媒體網站
巴塞爾藝術展與瑞銀集團環球藝術市場報告（2019）。取自：https://d2u3kfwd92fzu7.cloudfront.net/The_Art_Market_2019-5.pdf。
巴塞爾藝術展與瑞銀集團環球藝術市場報告（2020）。取自：https://d2u3kfwd92fzu7.cloudfront.net/The_Art_Market_2020-1.pdf。
國內外文化產業訊息及趨勢分析（2019）2020/04/09。取自：file:///C:/Users/user/Downloads/%E5%9C%8B%E5%85%A7%E5%A4%96%E6%96%87%E5%8C%96%E7%94%A2%E6%A5%AD%E8%A8%8A%E6%81%AF%E5%8F%8A%E8%B6%A8%E5%8B%A2%E5%88%86%E6%9E%90%E9%9B%99%E6%9C%88%E5%A0%B1（109%E5%B9%B4%E7%AC%AC1%E6%9C%9F）.pdf。
國內外文化產業訊息及趨勢分析（2020）2021/03/17。取自：file:///C:/Users/user/Downloads/%E5%9C%8B%E5%85%A7%E5%A4%96%E6%96%87%E5%8C%96%E7%94%A2%E6%A5%AD%E8%A8%8A%E6%81%AF%E5%8F%8A%E8%B6%A8%E5%8B%A2%E5%88%86%E6%9E%90%E9%9B%99%E6%9C%88%E5%A0%B1（110%E5%B9%B4%E7%AC%AC1%E6%9C%9F）.pdf。
CHRISTIE’S 佳士得 2022/01/11。取 自：
https://www.christies.com/lot/lot-6242536?ldp_breadcrumb=back&intObjectID=6242536&from=salessummary&lid=3。
Sotheby’s 2022/01/11。取 自：
https://www.sothebys.com/zh/auctions/ecatalogue/2020/modern-art-evening-sale-hk0928/lot.1014.html?locale=zh-Hant。 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
105932169 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105932169 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200143 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 216901.pdf | | 1457Kb | Adobe PDF2 | 50 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
著作權政策宣告 Copyright Announcement1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.
2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(
nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(
nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
