| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 107 === This thesis takes the contemporary imagery calligrapher Shih-Hsien Chen as the research object. The research focuses on the artistic conception, promotion path and marketing strategy of his calligraphy creation. Sources of literature include papers, albums, media reports, live performances, Facebook, official websites, blogs, and scholars evaluations. The research method focuses on the integration of interviews, style analysis, and creative forms. In this way, the phenomenon and marketing analysis of the performance of the exhibition for more than 20 years, it is expected to comprehensively explore the creative mode of contemporary calligraphy artist Shih-Hsien Chen, and its marketing strategy, in order to guide the future artist to a sound and active business model.
Key Words: Shih-Hsien Chen, imagery calligraphy, local school bags, musicality, cultural and creative industries
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