博物館之體驗行銷策略

The Experiential Marketing Strategy of Museums

黃慶源(Ching-Yuan Huang) ； 邱志仁(Chih-Jen Chiu) ； 陳秀鳳(Hsiu-Feng Chen)

《科技博物》 8卷2期 (2004/06) Pp. 47-66

摘要

由於時代的快速變遷，消費者行為也隨之改變，傳統行銷方式已無法吸引消費者的注意力，新型的行銷方式更是不斷推陳出新，而核心產品為提供無形服務的博物館更是面臨重大的挑戰。伴隨現今體驗經濟時代的來臨，服務行銷當中的重要一環「體驗」式的服務，也為博物館帶來了重要性的思維。為了達到永續經營的目標，博物館必須改變經營型態為其創造更多的附加價值，所以提供人們的心靈與資訊服務為主要服務本質的博物館，要如何運用體驗行銷主要的內涵為消費者創造多元的體驗情境，為參訪民眾帶來重多不同於以往的心靈體驗，進而能建立品牌知名度吸引更多的人潮蒞臨參與，此為本研究值得深入探討的課題。本研究藉由Schmitt (1999)所提出的策略體驗模組（感官、情感、思考、行動、關聯）及體驗媒介（溝通工具、視覺口語的識別、產品的呈現、共同建立品牌、空間環境、人員、電子媒介）為理論基礎進行深入探討，瞭解博物館在推行體驗行銷上的重要性及博物館在未來如何善用體驗矩陣規劃出完整的體驗行銷，創造出更多驚奇及特色，希冀做為日後博物館在規劃整體營運、擬定行動方案上的參考方針。

關鍵字

體驗行銷 ； 策略體驗模組 ； 體驗媒介 ； 博物館

並列摘要

As our society rapidly changes, so does the consumer behavior. While traditional marketing approaches become less effective in catching the attention of the consumers, the newer and more effective marketing approaches appear one atter another. In particular, the museums whose core product is an intangible service, face a much bigger challenge than before. As the experiential economy prevails nowadays, one of the most important components in service marketing-experiential service brings an important dimension in museum operations. In order to achieve the goal of ever-lasting operation, the museum operation model has to change and creates more add-on values, Museums are service providers for the people's spiritual and intellectual needs. This paper will discuss how to create the versatile experiential moods for museum consumers by utilizing the major connotations of experiential marketing, how to create a different spiritual and intellectual experience for visitors, and how to establish a good brand to attract more patrons to visit and participate in events. Based on the theory of strategic experiential modules (senses, feelings, thinking, action, correlation) and the experiential media (communication tools, vision/oral identification, product presentation, collective brand name establishment, environments, people, electronic media), presented by Schmitt in 1999, we performed an in-depth study to analyze and understand the importance of museums in experiential marketing, and how to make the best use of experiential matrix to plan an integral experiential marketing, and create more engaging and unique features for museums in the future, with a hope that our study will be an important reference for the integral museum operations and action scenarios in the future.

並列關鍵字

experiential marketing ； strategic experiential modules ； experiential media ； museum

參考文獻

王育英、梁曉鶯譯(2000)。體驗行銷。台北:經典傳訊文化。

王尉晉(2000)。運動理念行銷策略之研究－以adidas「街頭籃球運動」與Nike「高中籃球聯賽」為例(碩士論文)。國立政治大學廣告學系。

張瑜倩(2003)。以博物館行銷觀點探討博物館形象建立(碩士論文)。國立政治大學圖書資訊學研究所博物館學組。

陳正然、Schmitt, B.H.、王育英、梁曉鶯譯(1999)。體驗行銷。台北市:經典傳訊文化。

陳真吟、曾光華()。