從創新傳佈理論試論博物館行銷－以國立臺灣博物館為例

昔日傳統博物館主要以典藏、研究、展示、教育羊毛四大功能使命，但隨著時代變遷，民眾教育水準與需求同步提高，新科技發展運用、大眾傳播媒體環境等資訊來源日新月異，博物館行銷功能因此越來越受到重視。國立臺灣博物館建館至今已超過一世紀，是臺灣歷史最悠久的自然史博物館，但其知名度卻似不成正比，博物館之定位也是其面臨的另一項挑戰。2010年，國立臺灣博物館完成土銀展示館古蹟修復再利用計畫後開館營運，有了全新的規模與風貌，但也同時面對行銷新館之重任。本研究試以大眾傳播學中之創新傳佈理論為基礎，以國立臺灣博物館在1994年與2008年間社所做的兩次觀眾調查結果進行比對分析，檢視博物館參觀民眾組成、觀念與行為模式之改變，並分析國內博物館近年來公關行銷之作法，探討博物館應有之行銷策略，以作為國立臺灣博物館面對未來新博物館系統之行銷規劃之參考。

關鍵字

創新傳佈；博物館行銷；公共關係；博物館定位；國立臺灣博物館

並列摘要

There are conventionally four major service functions in a museum on conservation, research, exhibition, and public education. However it is becoming a stronger need to re-positioning the museum in marketing driven approach to catch up with the information era, followed by growing demand from civilians, more new technologies introduced, and evolvement of mass communication as well as media environment changes. As the most senior museum specializing natural history in Taiwan, the National Taiwan Museum has been operating more than one century, it continues to endeavor innovation by renovating the buildings and exhibition halls recently, but more importantly it recognizes the vitality to raise the lower-than-expected awareness by branding the image of the museum. This comes to the objectives of the studies. Referred to two visitor surveys in 1994 and 2008, we would be able to practice the cross over analysis in terms of composition of museum traffic, variations on their usage and attitude, as well as some PR case studies from other museum counterparts to promote the brand image as reference. On top of that, the studies are also in a skeleton of ＂diffusion of evolution＂ in mass communication theory.