| Summary: | 碩士 === 國立臺灣師範大學 === 美術學系在職進修碩士班 === 95 === Development of science technology changes daily, bringing huge revolutions to our lives. As information technology progressing, cultural art not only extends worldwide, but enters an internet marketing stage as internet technology advances. In recent years, manufacturing industries of mass production in Taiwan lose its competitiveness gradually. What replaces it is a type of economy that based on innovation and knowledge. Cultural creative industry is just one type of knowledge-based economy that requires small investment but produces high value-added and large profit from derivative products. Development of information technology provides more and better chances to create new products and new business models. Lots of media and communication channels directly reflect commercial profits and other related intellectual property rights. Combining cultural creative industry with information technology, internet marketing can be fast, abundant and diverse, using least cost to reach better advertising effect.
The population of artist in Taiwan has always been very small. Most young generation artists feel difficult having a chance to present themselves. Art is a kind of public-requiring business, yet few creators, considering their budget, can afford to improve their advertising and marketing methods. Until the revolutionary progress of information technology brings new devices like computer and telephone, creates new channels and marketing media for art. Internet platform, a fresh tool on internet, can act as a display window, a distribution channel, and a communication platform. Using internet platform, art creators and groups can handle their customer’s data well, make marketing more centralized and increase their competitiveness and productivity.
The idea of applying internet technology to cultural art is poor in the domestic. Yet as the demand for digital contents such like characters, videos, sounds, images, and designs, etc. grows larger, the explosive internet makes those digital contents important cultural assets in the future. The domestic cultural art industry has just begun using internet platform to do the marketing, and people with technical, aesthetic, and commercial backgrounds are few. In the past, it takes lots of labor and groping to find out how to proceed. Few in the domestic can combine business, art and technology to push the development of cultural art industry effectively. In this article, I’ll propose a new business model for running an internet art market based on my research of cultural art marketing through web platform and the requests to intergrade art by advanced internet technology. By the business model, I wish to make art more down-to-earth and create new value sources for art market.
This article focuses on two phases: visual art industry and musical and performing art industry. These are two fundamental elements of cultural creative industries. Both of the industries are important to the development of cultural creative industry. The purpose of research is to know the needs of the creators, their recognition of internet platform, and to identify the barriers they’re facing, and then to try to propose some useful suggestions for the industries. There are six main chapters; from Chapter One to Chapter Three I’ll analyze the internet platform marketing trend and the circumstance of cultural creative industry internal and abroad. In Chapter Four I’ll show a survey on the two fundamental industries, including a questionary and data analyzing. Chapter Five compares several internal and abroad internet platforms, gives a deep look into their operation policy, revenue model, trade marketing, service item, product, customer, advantage…etc. Digital art industries in Taiwan mainly have three types of operating model: the first one is digital art database licensing, the second is business licensing combining value-added product developing, and the last one is running an art community entry website. In this chapter I’ll compare and analyze the common marketing niche of: (1) the largest domestic art community Arttime, (2) the two dominating entry websites with auction function, and (3) three art licensing website internal and abroad. Chapter Six, conclusion and suggestion, will base on the research outcome, and I’ll also propose some suggestions for future artists, governmental departments, and the relating industries as a reference to construct an internet platform.
It’s important for cultural creative industry to exploit digital applications. In domestic, we need an integrated art service platform that based on our traditional cultural creative industries to develop internet art licensing, management, education and integrated marketing, creative community, digital content reproduction, value-added integration, and derivative licensing through new technology. If we can establish a complete internet platform that mainly serves creators and provides multi functions for them to present, share, communicate, sale, create, and matches enterprises, then we can start an integrated art marketing service by displaying these creations. Utilizing the system service mechanism of the platform, we can produce original works, image licensing, derivative products, and cooperate with consumers and enterprises to increase the profit of cultural creative industry in the future.
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