澄清湖棒球博物館市場行銷與區隔分析

市場區隔的行銷概念源自企業界，而行銷大師菲利普•科特勒(Philip Kolter)將行銷應用於非營利機構中，除了可以開拓財源之外，更可以有效地達成非營利機構中重要使命(Mission)。而棒球博物館屬於非營利機構的一種，加上目前競賽環境十分激烈，行銷已成為不二法門。棒球博物館有效的行銷，不僅能吸引更多觀眾、開發資源、籌募經費等利益，更幫博物館建立起其特定的形象。同時在博物館之間所面臨的競爭壓力有所提昇，目前國內各博物館已開始重視到博物館行銷之重要性及可行性；有鑑於以上之觀察，本研究嘗試藉由澄清湖棒球博物館行銷與市場區隔之相關理論，探究體育博物館行銷之本質，瞭解其博物館行銷之現況與問題所在。在研究最後，針對目前澄清期棒球博物館在執行行銷工作時所面臨的之重要課題，提出七項建議：一、提出棒球博物館內行銷工作的層級；二、統整博物館行銷業務；三、培養博物館行銷人才；四、開發市場，瞭解觀眾需求；五、做好博物館行銷評鑑工作；六、積極規劃博物館行銷之在職訓練；七、積極開發社會資源。

關鍵字

博物館行銷；博物館管理；棒球博物館

並列摘要

The idea of market segmentation from corporation, the master of marketing- Philip Kolter would apply it in the non-profit organization, and it would complete effectively about the mission of not-for-profit organization. And Baseball Park also belongs to one of the not-for-profit organization. The marketing plan of Baseball Park is the important develops job The effective of baseball park marketing strategy will bring more audiences, more sources and more profit. It not only to promote the image of Baseball Park but also to enhance all kinds of pressure of competition. The study would to inquire into the marketing segmentation and marketing stage problems of the baseball park in Cheng Ching Hoo gymnasium. Lastly, the author of this study propose seven suggestions to Cheng Ching Hoo Baseball Park: 1. To put the work of marketing forward. 2. To integrate the business of baseball park marketing. 3. To train the staff the ability of museum marketing. 4. To understand the demand of sport consumer. 5. Always to review the results of museum marketing works. 6. To plan the courses of on-the-job training. 7. To Fundraise more kinds source from social.