博物館社會行銷個案研究：一項文物募集活動

Employing Social Marketing in Museums: A Case Study of Collection Acquisition

顏上晴(Shang-Ching Yeh)

《博物館與文化》 14期 (2017/12) Pp. 133-165

摘要

社會行銷已被非營利組織廣泛應用於許多公益議題，以促進社會的改變或改善，但同屬具有公共性與非營利屬性的博物館應用社會行銷的研究卻不多見，更缺乏應用於文物募集的探討。本研究以在國立科學工藝博物館所舉辦的「館藏臺灣收音機精選展暨收音機募集活動」進行社會行銷個案研究，該活動的主要目標是獲得大眾捐贈文物給博物館蒐藏。本文敘述該活動的規劃、執行與成效評估。研究發現民眾捐贈文物給該館的動機包括認可博物館的價值、助益社會的利他因素，以及捐贈者的國族認同。並且，本項社會行銷活動成功的影響目標對象，並落實於真正的文物捐贈行為。

關鍵字

博物館 ； 社會行銷 ； 募集 ； 蒐藏 ； 捐贈者動機

並列摘要

Social marketing has been employed by nonprofit organizations in a variety of public issues to enhance change and improvement of society. However, there is little research on the employment of social marketing in museums, especially in the field of collection acquisitions. This paper takes the ＂The Radio Exhibition and Radio Acquisition Activity＂, held in the National Science and Technology Museum (NSTM), as a case study, as it aimed at acquiring donated objects for the museum's collection from the general public through social marketing. This paper illustrates the planning, implementation as well as evaluation of the social marketing activity. The research results showed that donors' motivations comprise of an acknowledgement of the value of museums, altruistic to society and national identity. In addition, this social marketing activity successfully influences the target audiences to donate objects for museum's collection.

並列關鍵字

museum ； social marketing ； acquisition ； collection ； donor's motivation