地方博物館行銷策略研究－朱銘與日本吉卜力美術館之比較分析

全球化導致地方風格消失的威脅下，世界各地開始注意到自身文化的重要性，亦開始爲自己國家的特色找尋另一扇窗。地方博物館即是在地方文化生活圈中，有意識地建構當地社會之集體記憶，與當地居民互動並提升當地文化凝聚力，以文化的力量展現地方特色，成爲活化地方的費洛蒙。本研究從博物館行銷與地方博物館相關文獻爲基礎，以臺灣朱銘美術館與日本吉卜力美術館爲主要案例，運用4P與SWOT交叉綜合分析其行銷策略，試圖汲取並融會箇中優點，進而讓我國的地方博物館重新思考其定位，給予不同的行銷創意，於財力與物力有限的情形下，發揮經營功效並永續經營。

關鍵字

地方博物館；博物館行銷；行銷4P ； SWOT分析

並列摘要

Globalization leads to gradual disappearance of the regional style, the rest of the world has started to notice the importance of their own culture, and beginning to find their characteristics. Local Museums are in their cultural life circle and would have to build awareness of the collective memory of the local community, to interact with local residents and enhance local cultural cohesion as Pheromone of the local activation. This study is based on the local museum and marketing theory that takes Juming Museum (Taiwan) and Mitaka Ghibli Museum (Japan) as the main cases, and using the cross analysis of marketing 4Ps and SWOT analysis then try to discover and absorb their advantages. Then let us rethink our local museums' orientation, in addition to make some suggestions and benefit the local museums for Taiwan.