運用博物館行銷企業的歷史觀察

臺灣將博物館當作行銷場域，推展產品，創造產值，肇始於日治，政府運用商品陳列館成為引進高階技術的重要基地，販售產品的專門管道。為了推展產業，透過廣告宣傳管道，讓消費者獲得其需要的產品，完成產業銷售績效。傳統產業藉由政府整合資源籌辦展覽會，廣大宣傳產品特色，創造產品銷售數量及價格，進一步政府成立物產陳列館設施，固定且適時讓訊息傳送給買賣雙方。戰後博物館功能與時俱進和產業發展茁壯，近來企業獨立設置博物館，展現品牌歷程深度，塑造企業服務廣度，強化商譽，厚植企業無形資產。企業進行博物館化過程，重新思考企業歷史的脈絡，創新發展的基礎，產業聯結的紀錄，企業文化的展現。企業藉由文化包裝產品，行銷品牌，試圖在消費者心中，佔有領先地位。本文試圖就臺灣的博物館歷史演化觀察，討論1.面對博物館作為行銷工具時，政府角色為何？2.企業運用博物館為行銷工具時，是否有負面行銷之虞？3.博物館人面臨博物館被運用為企業行銷時，如何維護博物館專業？博物館成為企業行銷的工具，必然檢視符合專業博物館標準的必要性，討論博物館主管機關對於博物館標準規範，讓企業品牌透過推動博物館專業標準，進一步加分，也提升物件典藏水準，推動博物館參觀與教育活動。參論國外針對於近代化產業遺產活化，兼備產業振興與文化活用的政策，可提供臺灣近年推動產業再造，企業順勢懸掛博物館招牌時，更深層面向的思考。

關鍵字

物產陳列館；企業；行銷；博物館；典藏

並列摘要

Museum in Taiwan has been also seen as a place to market products since the Japanese colonial period. The industry museum was regarded as an important station to import high technology and a specific way to sell products. Through advertising, the consumers were able to have the information about what they need. This furthermore reached great sale achievement to popularize the industry what the products refer to. Expositions of traditional industries were opened by government's help to integrate resource. This could widely popularize the products and create new sale volume and higher prices. The government then founded more industry museums which regularly delivered information to both buyers and sellers. Since the functions of museum advanced with time and the industries grew after World War II, museums founded by enterprises flourish to tell the stories of their brands, widen their services, and further strengthen their businesses and intangible assets. In the process of museumification, the enterprises have chances to rethink their history, create new development, record the connections with other industries, and express their cultures. The ways packing their products and marketing their brands by culture all attempt to have leading role in consumers' mind. According to the history of museums in Taiwan, when the museum is regarded as the tool of marketing by the enterprises, firstly the study discusses the role of government. Secondly, it explores if there are possibilities of negative marketing. And thirdly it concerns how the museum professions are maintained in such case. Facing the trend of museums being marketing tool for enterprises, this study finally examines the necessity of actuating procedural standards of museums which is expected to promote the enterprises brands, the standards of collections, and the museum events. Consulting the strategy and policy about reviving industry heritage in the foreign countries, it is the hope to provide a deeper thinking for the environment of industry museums springing up in Taiwan.