博物館行銷公關－以國立科學工藝博物館達文西特展為例

Museum's Marketing and Public Relation-A Case Study of Special Exhibition "Leonardo da Vinci: Scientist Inventor Artist" in National Science & Technology Museum

浦青青

《科技博物》 5卷1期 (2001/01) Pp. 5-18

https://doi.org/10.6432/TMR.200101.0005

摘要

一九八○年以來，企業在實務上結合公關與行銷，整合為行銷公關(MPR)的觀念。以博物館來說，公關行銷的工作，在於製造良好的形象，吸引觀眾參觀，並使他們滿意。本文以達文西特展為例分析博物館的行銷公關工作。

並列摘要

Since 1980, enterprises realized that promotion is not the best way of marketing, and further realized the importance of public relation. Since then, marketing and public relations became significant for each other in practice, this concept had then been processed further called Marketing Public Relations (MPR). For museum, the purposes of public relations marketing are shaping its images, attracting public to visit, and achieving customer satisfaction. Public relation for museum is task-oriented, and aims to create the greatest profit and get maximum external resources with minimum cost. This can be done by the utilizing public relation to serve different individual group with their particular needs and purposes base on the cost and financial consideration.
The three main tasks of museum's public relation are image, routine, and crisis public relation; when working in public relation, there are many tools can be used such as events, news, published journals, speeches and etc. In the special exhibition of Da Vinci, most of the public relation tools have been quite comprehensively used but only speech is missed. As known, the president of national science and technology museum has outstanding knowledge in art, and museum's researchers are all professional in the field of science; it is such a west not to take this advantage.
One of the most important tasks of the public relation officer in the museum is to establish and keep good relationship with the gate with media. the corporation with media helps museum to gain more financial resources and communicate. The special exhibition of da Vinci was held corporately by the museum and single comm one medium-China Times, hence, when having such a close cooperative relationship with one specific media, the most important task is how to keep an interactive relationship with the cooperating medium while establishing good relationship with other media at the same time. the advantages of the cooperation is that China-Times is a recognized large newspaper publisher, and the relative news about the exhibition can be constantly published on other journals of China Times and not to worry about the news' continuity and its width of spread. By doing so, each different public relation tool can be used to maximize outcome with little effort. The disadvantage is the problem of discrimination from other media. Fortunately, from the result of cooperation and news published on other media, it proved that the exhibition is considered successful.
In the special exhibition of Da Vinci, most visitors are youth, female, high educated, or students, and most of them come along with their family. Media is the main channel where public get information from, and amount different media, the most frequently used is newspaper. Generally speaking, most male have more access to the media then female. In the study, the power of media in terms of communicating news is as great as predicted; however, whether to visit the exhibition depends heavily on personal objective though the degree of interest in Da Vinci, but not the power of media. This explains that the channel that information from does not necessary influence the intention to visit.
The second popular channel to knowing the exhibition is from friends or family; in terms of the categories of visitors, individuals, friends and tour groups are more likely to know the Da Vinci exhibition through family or friends; in terms of sex, female are more likely to know through family or friend. The influence of school should not be ignored; 15.3% of the interviewed visitors coming for education classes, and almost 50% of the student groups were also for education Purposes.
Interviewed visitors show high satisfaction toward the exhibition of Da Vinci, it is considered to be a successful exhibition. The top three satisfying services are: products, quality of visiting and touring, and the most unsatisfying services are quality of visiting and price.