藝術博覽會舉辦，係畫廊重要展銷活動。本研究目的係探討藝博會逢時代更迭，在行銷策略面的改變、創新和結果，特以「ART TAIPEI 2021台北國際藝術博覽會」為研究個案，用文獻分析、參與觀察和訪談法進行研究。經瞭解，社團法人中華民國畫廊協會和提供NFT管理工具及線上策展專家的EchoX科技公司合作。EchoX以提供畫廊協會技術支援方式，建置線上虛擬展間，讓觀眾可直接連接NFT交易平台，藏購作品。研究結果發現：1.Y世代、Z世代對線上展間觀展持正面態度，並以NFT作為憑證藏購作品方案感興趣，程度高於嬰兒潮世代和X世代。2.在疫情肆虐的時空背景，線上虛擬展間打破時空的特性，讓人在海外的藏家可先購買NFT憑證後對換實體作品，增加畫廊銷售通路。3.數位貨幣持有族群因可使用加密貨幣交易，願意藏購。 資訊網路普及，大眾上網時間劇增，在當今時間和注意力均被碎片化的環境中，能有效引起觀眾專注力和興趣係行銷宣重點。於此主辦方須擬定更多元、創新的行銷方案吸引觀眾，其狀態相當符合4I行銷理論的趣味性（Interesting）、價值觀（Interests）、創新性（Innovation）和互動性（Interactivity），故本研究以4I行銷理論分析之。最後，本研究建議：1.發行NFT要考慮成本與普及性，提高幣圈藏家購買意願，降低大眾進入門檻。2.UI/UX設計會直接影響使用者體驗。放置於線上展間的藝術品，考量目前技術進展，建議形式以平面，創作內容不過於繁複、細緻的品項為佳，避免視覺失真。3.科技進步飛速且不可逆，NFT作為工具應用於藝術領域勢不可擋，主辦方可多方投入研究及運用，以維持市場競爭力。

The hosting of art expos is a crucial sales event for galleries. This study aims to explore the changes, innovations, and outcomes in the marketing strategies of art expos amidst the changing times, particularly focusing on ART TAIPEI 2021 (Taipei International Art Fair) as a case study. This study was conducted through literature analysis, participant observation, and interviews. The Taiwan Art Gallery Association, in collaboration with EchoX Technology Co., Ltd., which provides Non-Fungible Token (NFT) management tools and online curation expertise, built an online virtual exhibition space to allow viewers to directly connect with NFT trading platforms to purchase artworks. The main findings were as follows: 1. Millennials and Gen Z have a positive attitude towards viewing exhibitions in online spaces and are interested in using NFTs as certificates for purchasing artworks, more so than Baby Boomers and Gen X; 2. Against the backdrop of the COVID-19 pandemic, the online virtual exhibition space transcended time and space barriers, enabling overseas collectors to purchase NFT certificates before exchanging them for physical artworks, thereby increasing gallery sales channels; 3. Digital currency holders were willing to collect and purchase NFTs because of their ability to use cryptocurrencies for transactions. With widespread Internet usage and the significant increase in screen time among individuals, effectively capturing audience attention and interest is the key to marketing success in today's fast-paced and attention-divided world. Organisers must devise more diverse and innovative marketing strategies to attract viewers. This situation aligns well with the principles of the 4Is marketing theory, comprising the following aspects: interesting, interests, innovation, and interactivity. Therefore, this study utilises the 4Is marketing theory for analysis. Finally, this study makes the following recommendations: 1. In issuing NFTs, cost and accessibility make crypto collectors more willing to purchase, which is why the lower the costs, the lower the entry barrier for the general public; 2. User Interface (UI)/User Experience (UX) design directly impacts the end-user experience. Considering the current technological progress, it is recommended for artworks placed in online exhibition spaces to be predominantly flat, incorporating creative content that is not overly complex or intricate to avoid visual distortion; 3. Given the rapid and irreversible advancement of technology and the unstoppable trend of using NFTs as art tools, organisers should invest more in research to maintain their market competitiveness in the future.

2021台北國際藝術博覽會、線上虛擬展間、非同質化代幣、創新行銷策略、4I行銷理論

ART TAIPEI 2021 Taipei International Art Fair, online virtual exhibition, non-fungible token (nft), innovative marketing strategies, 4I marketing theory