| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 102 === This research originated from the economic development impact in the society and the researcher’s own learning and working background. This research incorporates artists whose artistic design content is venture-based as research participants in an attempt to understand the artists’ entrepreneurship venture process of integrating various kinds of resources, explore the characteristics that artists possess during the entrepreneurship venture process, and analyze studio artists’ successful behaviors in ventures of micro-enterprises. Through the literature reviews and interview data collections, it can be summed up that in an artist’s entrepreneurship venture, the required abilities, resources, creative team, context traits, and operating process differ from venture behaviors in other fields.
The literature review shows that most of the previous researches on entrepreneurship ventures focus on analyzing the entrepreneurship of traditional industries, putting less emphasis on venture forms and contents based on art. From previous literatures, the researcher also found that cultural and creative industries require large amounts of personnel involvement in artistic design. According to the previous literature and a preliminary exploration of the research case study, it can be summed up that the venture process of artists requires three determinants: abilities and resources, context traits, and venture behaviors. These three determinants have crucial effects in the early entrepreneurship venture stages and have development contexts.
Thus, the researcher selects the art entrepreneurship industry as the research topic, focusing on art education graduates from teachers’ colleges (now renamed as normal universities). Through semi-structured, in-depth interviews and analysis, the researcher organized the following research findings:
1. Concerning “venture ability and resources,” a person’s “individual characteristic and ability” is the core drive for ventures in entrepreneurship and “previous corporate experience” has a positive impact on establishing and developing network relationships. In the allocation of resources, personal character and network relations can best complement each other for the largest effects.
2. Concerning “venture team and context traits,” micro-enterprises are found to be a common trait of artistic entrepreneurship ventures and the corporate culture in micro-enterprises possesses planar structures. Moreover, it is observed that the environmental context has multiplying effects on art ventures and the location choices have effects on the suitability of the venture team. Lastly, it is found that the venture team and context traits will affect the content and positioning of the brand.
3. Concerning “venture behavior and future development,” brand recognition is the main point of entrepreneurship venture behaviors and “venture ability and resources” is the preliminary affecting factor for brand recognition. Under the venture trait of combining local resources, the experience advertisement methods and effects could be strengthened; under the preliminary factor of cultural difference, most venture teams aim for international development as the corporate management vision and goal.
The Creative Living Industry is one of the 15+1 Cultural and Creative Industries and is also the most concrete expression of how art merges into daily life. This research finds that artist entrepreneurs’ venture patterns are similar to the three major properties (core information, high quality aesthetic perception, in-depth experience) and the four essential elements (field, product, service, and events) in the Creative Living Industry. From the artist entrepreneur’s venture case, the researcher finds the result: art is the main developmental point of the Creative Living Industry and through marketing techniques such as experimental marketing events, the lifestyle and brand ideal that the creative team yearns for can be delivered. In this research, several suggestions are offered. One is that the government policy and venture entrepreneurs should attend to both the quality and quantity of cultural consumption. Also, the government, academic field, and venture entrepreneurs themselves should constantly contemplate their respective directions and methods concerning young artists’ ventures. Lastly, policy makers should consider the follow-up attitude and position towards cultural and artistic interventions in the utilization of abandoned spaces in the city.
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