文化藝術產業之商業化經營模式研究－以Artists for Humanity個案為例

Abstract

台灣的文化藝術長久以來皆以非營利組織自居，對於商業行為存在排斥心理，文化藝術這個行業也始終處在產業經濟的末端，甚少受到商業經濟的眼光來評價。正由於缺乏市場競爭的力量，文化藝術產業的發展在國內消費市場上面臨嚴峻的考驗，而這也顯示文化藝術的經營亟需有突破性的改革與商業經營的專業來協助。本論文以美國Harvard Business School著名的藝術管理個案－Artists for Humanity為研究對象，從其結合藝術理想與商業經營的營運模式，找出藝術化與商業化可並存的管理要點。並透過對社會企業相關論述的探討，分析其成功背後的理論架構，歸納出非營利之文化藝術團體可參考的重要原則與有效經營策略。研究結果提供文化藝術產業管理者在維護藝術價值的前提下，掌握師法商業經營之具體建議與可行做法。

Culture and art industries in Taiwan are all regarded as nonprofit organization by oneself for a long time, and repel the conduct of business. Culture and art have been in the end of industry's economy all the time too. They are seldom appraised by the commercial view. Just because they lack the strength of the market competition, culture and art industries face the severe test on the consumer market. These show this industry needs the breakthrough reform and specialized commercial management very much. This thesis regards Artists for Humanity as the research object; it is that Harvard Business School famous case in art management. It succeeds in combining artistic ideal and commerce to manage in running, and find the key point that artistry can exist with commercialization at the same time. This research analyses the theoretical structure of the back that it succeeds through the argumentation of social enterprises. And sum up the important principle and management strategies which the nonprofit cultural and art groups can imitate. The study result could provide administrators of culture and art industries the concrete suggestions and feasible methods that how to safeguard artistic value and study the commercial management.