Nov. 17, 2015 | Posted in Reports, Art Management , Student Reporter | Tags:Jacqueline Vong, Art ManagementReporter: JACQUELINE VONG | Course: Art Management

Art Management 9-Master Course 2015

Art Management Master Course: Contemporary Art Fairs, Communication in Cultural Event, and Cultural Event Marketing.

Topic of this week is Contemporary Art Fairs, Communication in Cultural Event, and Cultural Event Marketing.

本週的主題是當代藝術博覽會、傳播及市場營銷。

First, Contemporary art fairs, was born in 1967 in Cologne Germany, when there were 18 avant-garde galleries inaugurated the Art Cologne to exhibit and sell Modern and Contemporary art. Because of the high admission standards of the Cologne fairs, galleries had to demonstrate their seriousness and professionalism with a curriculum of prestigious exhibition.

首先，當代藝術博覽會，於1967年成立，當時由18藝術畫廊先峰成立藝術科隆，目的是展示和銷售現代和當代藝術。由於科隆博覽會的高認可標準，畫廊必須以負高聲望展覽的履歷來展示他們的嚴謹和專業。

There is a list of important art fairs in the year, starting from January:

這是從一月開始整年的重要藝術博覽會清單：

Furthermore, the lesson particularly introduces two large-scale fairs among the above list, one is Art Basel while the other is FIAC.

此外，課堂詳細介紹了在上述清單中的兩個大型博覽會，一個是巴塞爾藝術博覽會，而另一個是FIAC。

Art Basel, is one of the most important fairs in the world, was founded in Basel Switzerland in 1970 by Basel Gallerists Trudi Bruckner, Balz Hilt and art dealer Ernst Beyeler. Nowadays, Art Basel produces art shows for high quality modern and contemporary art and is sited in Basel, Miami Beach and Hong Kong annually, showcasing about 300 galleries from 36 countries, attracting more than 92,000 artists, collectors, gallerists, museum directors, curators, and art enthusiasts.

巴塞爾藝術博覽會，是世界上最重要的博覽會之一，於1970由畫廊經營者Trudi Bruckner, Balz Hilt和藝術品經銷商Ernst Beyeler於瑞士巴塞爾籌辦。目前，巴塞爾藝術博覽會展示高質素的現代和當代藝術藝術，並選址每年在巴塞爾，邁阿密海灘，及香港，展示來自36個國家約300畫廊，吸引了超過92000的藝術家、收藏家、畫廊經營者、博物館館長、策展人、和藝術愛好者。

Art Basel in Basel https://www.artbasel.com/basel

Art Basel Miami Beach http://www.miamiandbeaches.com/events/art-basel

Art Basel Hong Kong https://www.artbasel.com/hong-kong

FIAC (Foire International d’Art Contemporain) is a contemporary art event held every year since 1974 in October in Paris. Now FIAC is the most prestigious and biggest art fair in Paris. FIAC 2015, showcasing 3124 contemporary artists represented 175 art galleries coming from every corner of the world.

FIAC（當代藝術國際博覽會）是一個自1974年以來每年十月份在巴黎舉行的當代藝術盛會。現在FIAC是巴黎最負盛名及規模最大的藝術博覽會。 FIAC2015有來自世界各地共3124位當代藝術家代表175藝術畫廊。

FIAC http://www.fiac.com/paris/en

Second, Communication in Cultural Event and Cultural Event Marketing. Last week lesson was talking about the basic step to activate the plan before actually launching the event is to analyze its feasibility and briefly sketched the factors involved. Continuously this week we focus on communication and marketing in cultural event.

第二，傳播及市場營銷。上週的課堂談及在實際展開一活動之前，分析其可行性是活化該項計劃的基本步驟，並簡要提及了有關因素。接著，本週我們的重點是傳播及市場營銷。

In the section of communication, we study the functions of communication, communication plan, and the process of communication plan.

在傳播部份，我們探討了傳播的功能、傳播計劃、以及傳播計劃過程。

These are the communication plan and the process of communication plan diagrams. A communication plan identifies stakeholders, communication needs, and communication methods, moreover, it is a precise monitoring of the cost and schedule of each signal activity, the constraints of budget and timing, the organization of communication structure, and the systems of verification and control of the campaign.

這些是傳播計劃和傳播計劃過程圖表。傳播計劃確定利益相關者、傳播需求、及傳播方式，此外，它也準確監控各活動的成本和進程、預算和時間約束，傳播結構組織，以及驗證系統和活動控制。

In the section of marketing, we concentrate on the process of marketing that based on 3 distinct periods: analytic period, strategic period, operating period. In addition, we study several statistics and examples.

在市場營銷的部分，我們集中於市場營銷過程的3個不同的時期：分析期，戰略期，運營期。另外，我們看了幾個統計數據和例子。

One of the examples is the positioning map of consumption propensity of technology and culture of Italy society. We can see people who live in Italy for 14 years or above towards the consumption of new technology are larger than cultural consumption.

其中一個例子是意大利社會對科技及文化的消費傾向定位圖。我們可以看到居於意大利14年或以上的人對新科技的消費傾向大於文化消費。