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Museum of Art Licensing Strategy Study of Taipei Museum of the Imperial Palace as an example

Author: LiCheng
Tutor: ZhuDi;HuangJianCheng;XiangYong;WangQiJun
School: Central Academy of Fine Arts
Course: Art of Design
Keywords: Museum Art licensing Culture creative industries Cross-industry alliance Strategy Culture consumption
CLC: J124
Type: Master's thesis
Year: 2014
Downloads: 4
Quote: 0
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Abstract


The development of the culture creative industries in museum is not only meetsthe spirit and culture needs of people nowadays but also fits in the tendency of thetimes. Sufficiently developping the comparative advantage of Chinese culture andsearching for the correct development concept and method to upgrade the culturevalue and industry value of museum help the “multi-wins” of the museum,collaborators and consumers.Art Licensing is a more practical mode of operation in cultural and creativeindustries mentioned above, which can transform the significant abundant cultureresources in museum into commercial value in order to perfectly realize its culture,economy and society value. Art licensing has been extensively used in museums in alot of developed countries and Taiwan, and there are many successful examples. Thisarticle studies the National Palace Museum of Taipei as an example.The National Palace Museum of Taipei has made publicly remarkableachievement in art licensing industries. Through field research, I summarized nineteenkey strategies which are employed in art licensing by the National Palace Museum ofTaipei and they were analyzed and discussed from planning and survey, license,development, sales, marketing and management. At the end of the paper, bycombining the successful experiences of the National Palace Museum of Taipei andmuseums abroad with the national condition of China, I proposed some opinions andsuggestions on the development of art licensing industries in museums in Chinesemainland.

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CLC: > Art > Countries around the world Art Overview > Chinese Art > The art market
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