- 期刊
從博物館行銷策略談戶外大型活動之規劃
Plan of Large-scale outside Activities a View Point of Museum Marketing Strategy
摘要
博物館行銷起步較晚，行銷策略的運用在企業界及非營利機構發展上，行之已久。對博物館而言，其觀眾便是一般的社會大眾，這些人在其他領域中早已習慣於接受專業行銷技巧，並從中得到滿足，因此，博物館需急起仿效以符合市場機能。彼得杜拉克認為，紅十字會、女童軍等非營利組織，已逐漸成為美國管理實務的領導者，而非營利機構不追求利潤績效的特色與博物館的性質相近，因此，借助於非營利機構的行銷管理經驗，再配合博物館特性做適度的轉化，應可彙整出適合博物館行銷管理之方式與策略。 因此，本文從非營利機構行銷規劃談起，再配合博物館特性與營運特色進行行銷策略探討，並運用於博物館戶外大型活動籌劃進行過程中。文中以八十九年度國立科學工藝博物館籌辦的數場中大型活動，為實作範例及檢討。首先由目標定位來檢核活動規劃方向，再以經費來源來探討博物館與企業合作時，應堅持與著重的要點，進一步從活動內容規劃上，來探討對象、活動形式、活動內容、活動時間、人力訓練與配置、場地配置、宣傳等執行實務上需注意與討論的要項，尤其宣傳工作更是整體活動中不可或缺的一環，特別針對不同媒體特性進行切入，以提高媒體對活動的接受程度。最後提及對國立科學工藝博物館行銷方面的期許為結束。
關鍵字
無資料並列摘要
Museum marketing began at a later time although the application of marketing strategies in the development of enterprises and non-commercial organizations for such a long time. For museums, their target consumers are the general public who has already accepted those professional marketing skills and they are quite satisfied. Thus, there is an urgent need for the museums to simulate and look for the market mechanism. Peter F. Drucker believed that non-profit organizations such as the Red Cross and Girl Scout, are becoming the leaders of practical management in the US. The characteristics of non-profit organizations are similar with that of museums. Thus, with the help of marketing management experience of organizations and proper transferring characteristics, museums arc able to find out the appropriate marketing management and policies. Starting with the marketing of the non-profit organizations, this paper aimed to discuss the marketing strategies applied in the preparation of museums' large-scale outdoor activities by integrating the museum's characters and operation features. The example was taken from the middle and large activities held by National Science and Technology Museum for reviewing. First of all, we used target segment to check planning direction and then discuss points for operation based on the funding sources. Furthermore, we reviewed content, participants, format, time, training, human resource and distribution, location, and publicity of planning. The concern centered on publicity toward a great variety of media features to enhance exposure and acceptability of activities. In the conclusion, this paper raises the expectation on future marketing work of the museum.