| Since the cultural industry has been identified explicitly by our nation as one of pillar industries in national economy, museums have been encouraged to develop and utilize collection resources as well as ensure social benefits. Under such a background of striving to develop museum cultural industry, it is a great challenge for all the staff in museums to exploit cultural products purposefully and orderly."Museums in a changing world" are no longer just treasure houses and exhibition spaces of information and civilization, but also act as a significant social role of economic development intermediary system."New era, new mission", as a non-profit organization, it is of necessity for museums to exploit cultural products, but it is like dancing with chains. Four basic principles should not be violated, such as this activity not being commercialized, revenue only for the development of museums, management keeping open and fair.How to develop cultural products explicitly for museums? From a new perspective, this thesis proposes art licensing to ameliorate the existing problems for museums to exploit cultural products. This solution is low-cost and low-risk, especially suited for museums lack of market experience and marketing ability.Based on above, this thesis cleans up some correlative conceptions on art licensing in museums, uses Taipei’s National Palace Museum as a case study, provides definite conceptions of art licensing and art licensing in museums, which is not clearly defined in academia. A huge sum of first-hand materials are utilized to ascertain the guarantee system and current management, revelations from the art licensing in Taipei’s National Palace Museum on idea, regimen and talents, etc. are pointed out. At the same time, this paper displays several problems of mainland museums, for instance, the lagging of managing idea and weak awareness of intellectual property protection. Several solutions are suggested, such as possessing talents and building brands. |
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