A Study on the Marketing Strategies of Kaohisung's Art Galleries:Taking Lotus Art Gallery as an Example

• Main Authors: Li, Chi Tsung, 李啟聰
• Other Authors: Renlai Hwang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/e8pwy9

碩士 === 文藻外語大學 === 創意藝術產業研究所 === 106 === This research aims to investigate the development path and marketing strategies of Lotus Art Gallery. The reasons that Lotus Art Gallery has been chosen as the research subject are as follows: (1) Currently, Lotus Art Gallery is the largest art gallery in Southern Taiwan. Its operations are combined with those of a restaurant and a café. (2) In addition to business related to the Gallery, the operations of the restaurant and café focus on attracting new clients, a process highly recognized by the industry. (3) Established in 1997, the Gallery had experienced and survived the Asian financial crisis in 2001 and the global financial crisis in 2008. It has been expanding its operations since 2011. (4) With the first-hand market as its focus, the Gallery invites artists whose works exude a contemporary feel to exhibit their works, and explores the possibility of becoming their agent, a strategy which makes it distinctive. This research adopts a qualitative research design, where triangulation containing in-depth interviews, non-participant observation, and document analysis is used to ensure the reliability and validity of the research. Interview questions of this research include: (1) How can the Gallery create a new situation in the face of economic fluctuations? (2) How can the Gallery attract more art consumers? (3) What is the key to establishing a relationship with art collectors? (4) For artists who have been invited to exhibit their works, how can strategies be formulated to effectively market their works? Moreover, the situation of combined operations of the Gallery, restaurant and café is examined. Document analysis includes interpretation of, and comments on, relevant data. The research findings are as follows: (1) Lotus Art Gallery still maintains successful operations, which is attributable to its passion for arts and flexible use of funds. (2) Marketing of Lotus Art Gallery includes various factors and strategies, which can be flexibly and appropriately applied, depending on the nature of exhibition schedule.