Abstract: This study analyzed the strategies of cultural intermediaries in Taiwanese crafts through strategies of micro craft entrepreneurs’ thought processes. Faced with increasing competition, artisans focus on enhancing product innovation and production capacity, most artisans have weak self-marketing abilities and limited resources. Craft artisans require professional marketing assistance to facilitate the creation and promotion of their artwork. Cultural intermediaries serve as a bridge between artisans and the market, enabling artisans to focus on their work. In-depth interviews were conducted with 9 cultural intermediaries of micro scale of Craft Arts industry to understand the strategies of craft brokerage. The results indicate that the strategies of the traits of cultural intermediaries, in partnership with artisans, price of services, and customer relationship management. Cultural intermediaries carefully select artisans who are willing to cooperate with them and evaluate the artisans’ work, also identify craft sector demands to direct artisans toward creating such crafts. Committed to different levels of creative marketing projects, cultural intermediaries play important roles in the development of the craft arts industry.
Keywords: craft cultural intermediator, creative industries, cultural industries, cultural intermediaries, Taiwan.
Title: Cultural Intermediaries in Craft Arts Industry: An Exploratory Study on Strategies of Micro Craft Entrepreneurs in Taiwan
Author: Ching-Yi Wang
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
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