博物館特展行銷之實踐

本研究以國立自然科學博物館為研究場域，聚焦在疫情前舉辦之「腦中乾坤：心智的生物學」特展的行銷宣傳案例。以實際執行規畫的思維出發，將整合行銷傳播工具應用於行銷宣傳之實踐，分享從理論到實踐的過程，從執行面進行行銷工具之操作，以量化問卷進行觀眾滿意度的探討。研究結果發現，首先，提出博物館整合行銷模式，分為3個階段6個步驟：3階段分別為展出前、展出中與展出後的行銷工作階段；6個步驟分別為：1.SWOT分析、2.STPB策略、3.門票票價訂定、4.策略擬訂與IMC工具規劃、5.IMC工具執行與管理、6.行銷效益評估與管理。數據資料庫是IMC工具的特色之一，成立一個整合相關行銷數據的專責單位成為科博館的當務之急。其次，親子是博物館的主要觀眾群，媽媽在家庭活動安排擁有話語權，是參觀博物館決策的關鍵角色。展覽品牌要素包括展覽核心價值、展覽視覺識別設計以及博物館利益關係人，透過視覺感官創造一致的記憶點成為型塑展覽品牌的關鍵因素。最後，研究顯示網路媒體是觀眾獲得博物館訊息最重要管道，參觀前的親友推薦、參觀後滿意度與推薦意願皆高，都成為正向認同博物館的有利證據，口碑、社群行銷扮演凝聚忠誠度與信任感的角色，成為再訪博物館的關鍵點。

關鍵字

博物館行銷；整合行銷傳播；特展；新冠肺炎疫情；國立自然科學博物館

並列摘要

This study focuses on marketing campaigns for the exhibition "The Brain: Biology of the Mind" held before the pandemic at the National Museum of Natural Science. This study applies integrated marketing communication tools to marketing publicity, operates marketing tools from the executive side, and discusses visitor satisfaction with quantitative questionnaires. The research results show, firstly, that the museum integrated marketing model consists of three phases and six steps. The three phases are before, during, and after an exhibition. The six phases are: 1. SWOT analysis. 2. STPB strategy. 3. Ticket pricing strategy. 4. Strategy formulation and IMC tool planning. 5. IMC tool implementation and management. 6. Marketing benefit assessment and management. The database is one of the characteristics of the IMC tool. The National Museum of Natural Science must create a particular unit to integrate relevant marketing data. Secondly, parent-child is the leading visitor group. Mothers have the power in arranging family activities and play a key role in the decision-making of visiting the museum. The elements of the exhibition brand include exhibition core value, exhibition visual identity design and museum stakeholders. Creating consistent memory points through visual sense has become a critical factor in shaping the exhibition brand. Finally, the research shows that online media is the most crucial channel for visitors to obtain museum information. The results show that the recommendation of friends and relatives before visiting the museum, as well as the satisfaction and intention to recommend after visiting the museum, are high, becoming a positive identification of the museum. Word of mouth and social marketing plays the role of building loyalty and trust, becoming the key points of re-visiting the museum.

並列關鍵字

museum marketing ； integrated marketing communication ； special exhibition ； COVID-19 ； National Museum of Natural Science

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