| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 103 === Culture is considered a shared value system that is passed down through generations. It derives from the process of the conflicts, confrontation, interaction, and integration where a special manifestation is formed and become a local feature and treasure.
The development of Public Arts in Taiwan can be traced back to the Japanese Colonial Period when the history of sculpture began. In the nineteen sixties, the trend of Western abstract art was introduced because of the thriving higher education. Later, owing to the political, economic, and educational reform in the nineteen seventies and eighties, the Culture and Arts Reward Act was established in the nineties. Later, legal regulations for encouraging major constructions of Public Arts and installing Public Art works in public spaces was established. In the two-thousands, the more liberal and open post-modern sculpture conceptualizes the globalized ecology of art and public art. Meanwhile, the public art of Taiwan was enriched by the media such as installation art, digital technology, and performance art, which evokes incredible imagination and creativity. The current research is a case study analyzing the business operation of the company which the research works for. It is hoped to find out the most effective way for an individual company to make use of the advantages in the surroundings, integrate resources for entrepreneurial opportunities, introduce public art into Taiwan, and figure out the strategies for operation and development through research.
Over the past two decades, the researcher has witnessed the pioneering stage, the thriving period, and contention among various art genres. The model of creation has diversified. The material and theme have become more liberal. The civilians have become more active in participating in art events. Aesthetics has been integrated into daily life, and public art can be found in every corner of Taiwan. The new sets of values have become a popular topic for discussion. The public art works on campus, in the community, and in the MRT stations are all endowed with a new meaning. The researcher was lucky enough to be in the social movement of new aesthetics. From the formation of public art in the nineteen nineties to the innovation in the new economy in the twenty-first century, the researcher has foreseen the potential of the industry. As “cultural creativity” becomes the common pursuit of the governmental, academic, and civil institutions, the spiritual level of aesthetics has been optimized, while the business value is boosted with culture. Hopefully, the public art can become the soft power of aesthetics in the city. The researcher intends to propose several suggestions based on the current case study. Several aspects were considered: “how to integrate knowledge, experience, and resource while seeking business opportunities; how to find a niche market; how to find suitable collaborators; who are the target customers; how to make promotion; how to face challenges in different stages and develop strategies while exploring the market of public art in Taiwan.” The suggestions are as below:
I. Suggestions for the company in the case study:
1. Focus on cultivating talents;
2. Develop a target market and establish professional goals;
3. Establish business agency system and increase brand awareness;
4. Set up a technical standard operational procedure of public art.
II. Suggestions for the promotion and execution of the government’s “Public art policies”
1. Organize the legal policies on tax incentives;
2. Carry out supporting measures in the regional public spaces;
3. Increase the budget for departments of cultural affairs;
4. Enhance civilians’ aesthetic literacy.
III. Suggestions for other companies planning to enter the industry
1. Reach the fundamental criteria of the public art construction;
2. Build a professional team for “Public Art”;
3. Prepare sufficient funds for long-term and short-term operation;
4. Acquire sophisticated competences as an agent for artists.
Keyword: Public Art; Culture Industry; Art Entrepreneurship
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