內部行銷在公立博物館人力資源發展的應用

Application of Internal Marketing to Human Resources Development in Public Museums

張秀娟(Hsiu-Chuan Chang)

《博物館學季刊》 21卷1期 (2007/01) Pp. 61-71

https://doi.org/10.6686/MuseQ.200701_21(1).0005

摘要

我國公立博物館近年來面臨到強大的競爭壓力和營運挑戰，然因受限於法令規章，在經費和人員等相關資源的取得，相較於私部門更顯得困難和窘迫。公立博物館具有公共服務和社會教育的使命，本身不以營利為主要目標，人力資源應該是經營的「核心」，「人力資源發展」更是博物館得以創造組織發展契機的利器。內部行銷常被認為與管理、人力資源有關，經實證研究證明確可提昇員工的服務品質和工作滿意度等。本研究旨在於探討如何將內部行銷思維，運用在公立博物館的人力資源發展，經援用行銷組合相關理念，以整合建構出運用模式，並依此提出具體建議。

關鍵字

內部行銷 ； 人力資源發展

並列摘要

In recent years, public museums in Taiwan have been facing strong competition and operational challenges. Restricted by legalities and regulations, it seems much more difficult for public museums to secure support such as funding and personnel than private ones. With the mission of public service and social education, public museums should regard human resources as ＂their core of operation＂, and consequently human resources development should be employed to create and develop the best opportunities for the museum. Internal marketing, often related to management and human resources, can promote staff service quality and job satisfaction, as has been proven by empirical studies. This paper aims to discuss how internal marketing can be integrated into human resources development in public museums by adopting the marketing mix. Finally, an application pattern is constructed and suggestions are put forward.

並列關鍵字

internal marketing ； human resources development

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