藝術空間平台經營與品牌定位對商業模式影響之研究

Abstract

本研究探討藝術空間平台經營與品牌定位對商業模式的影響，聚焦於臺灣專業型畫廊的經營策略。隨著社會經濟發展與文化消費需求的提升，藝術市場的商業潛力日益顯著，特別的是，臺灣是亞洲最早發展的藝術市場，其市場結構與其他亞洲市場略有不同，也反映著臺灣產業結構組成的輪廓。本研究以市場區隔、目標市場和定位策略及服務業管理中的行銷組合為架構，透過質性研究方法，採用半結構式深度訪談，分析不同成立背景、不同世代的畫廊經營者在市場與目標選擇及品牌定位上的策略差異。研究發現，專業型畫廊雖然服務範疇相似，但透過差異化服務與品牌定位，都能夠找出獨特的發展優勢。且最核心的差異化優勢，往往就是經營者踏入市場最初的定位與選擇。同時，本研究同時探索平台經濟模式在藝術空間經營的可能性。研究結果顯示，藝術空間的平台思維成熟，主要是畫廊經營必須平衡藝術家與藏家的雙邊需求、讓藝術家在學術與商業定位之間的相輔相成，透過長期信任關係與專業服務，創造可持續的商業價值。本研究為臺灣藝術市場的商業模式發展提供理論與實務參考，並對藝術空間未來的發展策略提出建議。

This study explores how art space platform management and brand positioning shape business models, focusing on Taiwan’s professional galleries. As socio-economic growth and cultural demand increase, the art market’s commercial potential stands out. Taiwan, one of Asia’s earliest art markets, has a unique structure that mirrors its industrial makeup, differing from other Asian markets.Using market segmentation, targeting, and positioning, and the service marketing mix as frameworks, this study employs qualitative methods with semi-structured interviews to analyze how gallery operators from different backgrounds and generations vary in market choices and brand positioning. Findings show that, despite similar services, professional galleries gain unique advantages through differentiated services and brand positioning. The most critical edge often comes from the operator’s initial market choices. The study also examines the potential of platform economy models in art spaces. Results suggest a mature platform mindset requires balancing artists’ and collectors’ needs, aligning academic and commercial roles, and building lasting value through trust and professional services. This study offers theoretical and practical insights for Taiwan’s art market and suggests strategies for future art space development.