初探國立故宮博物院“Old is New”行銷策略

A Study on the Marketing Strategies of "Old is New" in the National Palace Museum

廖慧鈴(Hui-Ling Liao)

《科技博物》 12卷2期 (2008/06) Pp. 27-46

摘要

國立故宮博物院，近期積極營造新形象，力圖以「Old is New」的概念，扭轉大眾對故宮的想法與思維，希望藉由行銷來拉近與民眾的距離，進而融入民眾的生活裡。在「Old is New」（老即是新）的核心主軸之下，陸續推出令人耳目一新的行動，包括與廣告、音樂、電影等領域的跨界合作、開發文化衍生性商品、展開註冊商標授權計劃、運用科技網路行銷、拓展通路創造商機等行銷策略。
綜觀上述各式活動，的確讓人感受到故宮有別於以往的面貌，然而，故宮欲在觀眾心中建立嶄新形象，若只憑電視形象廣告的播映、衍生性創意商品的開發製作、以及產品通路據點的擴大等作為，效果實應有限，畢竟，形象是博物館整體的總和，博物館行銷專家Fiona Mclean(1993)認為應經由藏品、博物館建築、工作人員、組織機制與大眾等各個層面整體思考博物館行銷，本研究亦認為「Old is New」的思維必須拓展到整個博物館，而非僅止於關注文化衍生商品的開發與販售。

關鍵字

博物館行銷 ； 故宮博物院 ； Old is New

並列摘要

Recently, the National Palace Museum (NPM) tries to build its new image and wants to turn over public thoughts and views of NPM with the concept of ”Old is New”. NPM wishes to get closer to the public and gets involved within the daily life of its audiences. Under the core value of ”Old is New”, NPM develops exciting and new marketing strategies and plans including the co-operation of ad., music, movies and etc, development of cultural lively goods, extended authorization plan, manipulate technology internet marketing, and expanded products path to create business opportunities.
According to all kinds of new marketing strategies and plans above described, NPM is considered differently from its past. However, the efforts are limited when NPM focuses on the advertisement and developing production of new museum products and the expansion of those products and path. Moreover, image is the sum of the whole museum. Fiona Mclean (1993) stated that museum marketing should be considered from entire thinking of collections, museum building, staffs, organization mechanism and public. Consequently, the author thinks that the thought of ”Old is New” must be considered throughout the NPM.

並列關鍵字

museum marketing ； National Palace Museum ； Old is New

參考文獻

故宮如何變得性感？－觀眾思維的新型態博物館行銷

石守謙、國立歷史博物館舉辦(2005)。博物館‧社區與文化多樣性－2005年博物館館長論壇會議論文集。臺北市:國立歷史博物館。

尼爾·高特勒(1999)。新世紀新方向－博物館行銷研討會論文集。臺北市:國立歷史博物館。

任莉莉(2006)。故宮藏品的徵集、登錄與管理。故宮文物月刊。281，118-127。

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