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研究生： 齊始均
Chelala, Sergio San Sebastian
論文名稱： 洋璽藝術創業計畫
Sello De Agua Art-Art Gallery Business Plan
指導教授： 張大為
Chang, David
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2015
畢業學年度： 103
語文別： 英文
論文頁數： 87
中文關鍵詞： 洋璽藝術 、創業計畫
外文關鍵詞： Sello De Agua Art-Art Gallery, Business Plan
相關次數： 點閱：57  下載：17 
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    • 洋璽藝術創業計畫

    Sello de Agua Art （洋璽藝術) is a startup professional art gallery with the aim to promote Latin American art in Taiwan and China. The company chose Taiwan’s art market as a prime location for launch given its mature state with a size valued second in Asia, behind the art market of Mainland China. Being launched in Taiwan brings abundant opportunities and strategic advantages to reach Taiwanese collectors as well as other Asian art collectors such as Chinese,Japanese, Hongkonese and westerners living in Asia.
    In this growth, foreign artists (referring to those located outside Asia) are playing an important role because local and international dealers are promoting them to differentiate themselves in the eyes of Taiwanese and Asian collectors. This trend is sustained in creating an ability to serve changing demands of art based on the increasing number of emerging art collectors more open to western values and western ideas.
    In this process, it stands out that Latin American artists are specially under-represented in the market. This does not reflect the general trend of Latin America art as it continues receiving gain in reputation and collection within the international art community. With its increased standing and the stage of the art market in Taiwan, introducing Latin American Art will happen in the middle to long run, which will not only allow collectors to solidify their collections but also allow Latin America artists to expand their careers through market expansion.
    In this scenario there are several opportunities provided for art companies specializing in promoting Latin American art willing to come into the market and alleviate some needs within the art market.

    1. Company Profile 1
    1.1. Mission 1
    1.2. Vision 2
    1.3. Operation 2
    1.4. Objectives of The Business 2
    1.5. Financial Goals 4
    1.6. Start Up Funding 5
    2. Market Faults 6
    3. Launching the Company to Help Eliminate the Pain 9
    4. Launching the Company in the Right Moment 10
    5. The Market and Target Audience: Taiwan, China and Asia Pacific Art Markets 13
    5.1. Taiwan total available market 13
    5.2. Taiwan Contemporary Art Market 15
    5.3. Taiwan Contemporary Foreign Art Market 16
    5.4. China Market 17
    5.5. Consumer Behavior: Taiwanese and Chinese Consumption of Art 19
    5.6. Contemporary Asian Art 21
    5.7. Contemporary Foreign Western Art in Taiwan and China 22
    5.8. Contemporary Latin America Artist in Taiwan and in China 24
    5.9. Prices in the Total Available Main Market 25
    5.10. Prices in the Contemporary Art Market in Taiwan 27
    5.11. Prices of Contemporary Western Foreign Art in Taiwan 29
    5.12. Prices of Contemporary Latin American Art in Taiwan 29
    5.13. Implications of High Prices 30
    5.14. Client Base 31
    5.15. Client base preferences 35
    5.16. Reaching Collectors 36
    6. Competition 38
    6.1. Introduction 38
    6.2. Players in the Market 39
    6.3. Auction Houses 40
    6.4. Local Galleries 40
    6.5. Dealers focused in Latin America artists 42
    6.6. Entry Barriers for Dealers in the Available Market 44
    6.7. Entry Barriers for Foreign Dealers 45
    6.8. Business Model of Art in Taiwan 47
    6.9. Business Model in Dealers Focused in Western Artists 54
    7. Product and Market Positioning 56
    7.1. Marketing Strategy 58
    8. Sello de Agua Art (洋璽藝術) Business Model 60
    8.1. Customers Segments and Target Audience 60
    8.2. Value Proposition 65
    8.3. Customers Relations 67
    8.4. Channels 70
    8.5. Key Activities 71
    8.6. Key Partners and Resources 73
    8.7. Cost Structure 74
    8.8. Revenue Model 75
    9. Financials 77
    9.1. Revenue 77
    9.2. Costs of Goods Sold 80
    9.3. Selling, General and Administrative Expenses 80
    9.4. Profit and Loss Projection 82
    10. Conclusions 85
    11. References 87

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