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    題名: 公共藝術引進台灣與業務推展之研究─ 以個案公司為例
    Research on introduction and promotion of public arts in Taiwan-- A case study of a Company
    作者: 鄭琬霖
    Cheng, Wan-Lin
    貢獻者: 于卓民
    Yu, Chwo-Ming
    鄭琬霖
    Cheng, Wan-Lin
    關鍵詞: 公共藝術
    文化產業
    藝術創業
    Public Art
    Culture industry
    Art entrepreneurship
    日期: 2015
    上傳時間: 2019-07-01 10:51:05 (UTC+8)
    摘要: 　　文化是經過世代傳承而被認同的價值觀，在衝突、對峙、交錯與融合的過程中，形塑出特有的表徵，並成為一種在地特色與價值。

    台灣公共藝術的演進、經歷開啟雕塑史的日據時代，六十年代因學院教育而引進西方的抽象思潮，之後七十年代、八十年代因大環境的政治、經濟與教育改革，而有九十年代的「文化藝術獎助條例」通過立法的奠基基礎，爾後並鼓勵重大公共藝術建設及公有建築設置公共藝術的辦法成立。到二千年代，全球化藝術生態、公共藝術以更自由與開放的後現代雕塑型態出現。此時，裝置藝術、數位科技、表演觀念等複合媒材加入，豐富了台灣公共藝術史，並顛覆、誘發與創造不可思議的想像力與創造力。本研究，以研究者公司的個案經營分析為對象，在針對個案公司，如何在有利的外部環境之下，整合資源以尋求創業的機會，將公共藝術引進台灣並研究發展出經營成長策略。

    這二十多年來，研究者見證台灣公共藝術草創、興起與百家爭鳴的盛況。創作模式從單一到多元化，材質表現與主題內容從保守到自由開放，民眾的參與性從被動到主動性的學習，美學生活化的記憶烙印在台灣各個角落裡。 這一切孕育台灣人討論創新的價值觀，不論是校園、社區、紀念或捷運的公共藝術，都在生活美學中展現新的視野並賦予新的意義。研究者有幸參與這新的美學社會運動，從九十年代的台灣公共藝術草創時期到二十一世的創意新經濟，研究者並已預見潛在產業發展的機會，在政府公部門，學術界與民間力量普遍追求"文化創意"驅使下，除了將精神層次的人文美學極致化，也想以文化帶動商業價值，讓公共藝術或成為城市美學的軟實力。研究者藉以自身個案的分析，檢視「如何將所學、經驗及資源整合後，在環境中尋找機會？如何創造市場需要？如何尋找合作夥伴？主要顧客群 ?如何行銷 ?制定開拓台灣的公共藝術市場並面對不同階段所提出的挑戰與因應策略」後，提出建議：

    一、對個案公司的建議
    (一) 人才的培訓;
    (二) 深耕目標市場，建立專業導向;
    (三) 開創代理制度，擴大領導品牌;
    (四) 建立公共藝術的技術層面SOP。

    二、 對政府之「公共藝術政策」推展與執行的建議
    (一)主導法令政策，稅務獎勵條件之政策;
    (二)提升地區整體公共環境之完整配套;
    (三)加強文化部門之預算增列;
    (四)促進國人對藝術品之欣賞能力。

    三、 對未來後進業者之建議
    (一)取得公共藝術建構之各項基本條件;
    (二)建立承做「公共藝術」之專業團隊;
    (三)足夠之長短期營運資金;
    (四)建構全方位之藝術家代理能力。


    關鍵字：公共藝術、文化產業、藝術創業
    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
    參考文獻: 1.于卓民 (2014)， 國際企業管理，台北，華泰書局。
    2.王玉齡 (2005) ，玩意學堂，台北: 典藏雜誌社。
    3.王壽來、黃健敏 (2000) ，八十九年公共藝術年鑑，台北: 文建會。
    4.文化部 (2012)， 公共藝術年鑑 2011，台北:文化部。
    5.文化部 (2013)， 公共藝術年鑑 2012，台北:文化部。
    6.村上隆 (2007)，藝術創業論，台北商周出版社。
    7.林一中 (2011)，形體的象徵與游離。空間創作論述，台北: 田園城市。
    8.林志銘 (2014)，公共藝術-主題閱讀，台北: 暖暖樹屋。
    9.洪致美 (2003)，台北當代美術大系(媒材篇)，台北: 藝術家。
    10.馬曉瑛 (2007)，輝煌的俄羅斯公共藝術與建築，台北:藝術家雜誌社。
    11.陳嘉翎 (2010)，「老樹新綠，古城新貌¬¬¬-蘇州文化創意產業集群的發展現況」，藝術收藏+設計，第三十五期，頁152。
    12.郭為藩 (2014)，全球視野的文化政策 {第三版}，台北:心理出版社。
    13.馮久玲 ( 2002)，文化是好生意，台北:城邦出版社。
    14.黃承令 (2005)，感人的紀念性公共藝術，台北: 藝術家雜誌社。
    15.黃南淵 (2011)，建築美學的春天，台北:遠流出版社。
    15.高雄市政府文化局(2010) ，遊藝高雄 公共藝術 ，台北:墨刻出版社。
    16.龍神欣二 (2001)，東京公共藝術之旅，台北: 城邦出版社。
    17.Alexander Osterwalder & Yves Pigneur，獲利世代，台北：早安財經文化。
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    102932033
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0102932033
    資料類型: thesis
    DOI: 10.6814/NCCU201900110
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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