公營博物館之自營商店政策探討－以中正紀念堂管理處為例

傳統的博物館功能，是以典藏、展示、教育與研究來提昇社會文化及教育水準。當先進國家由公共行政走向以績效為導向的新公共管理時，小而美的政府機構成為主流。在這種情況下，博物館被要求以更少的資源，發揮更多的效益？本文將論述博物館商店的必要性，探討公營博物館自營商店討公務機關現行法律，會計系統之間的衝突，再就公營博物館商店是否自行營運進行評估。本文藉公共政策之比較優勢、劣勢，機會與威脅（SWOT）策略分析TOWS矩陣，檢視中正紀念堂自營商店之營運規劃並就制度面。管理和組織面，探討公營博物館現況運作的缺陷與衝突，及尋找解決策略另由政策評估角度，瞭解公營博物館商店在自營模式下所面臨的挑戰，此外，在討論中正紀念堂自營商店時，我們發現公營博物館在新公共管理！理論強調以少作多」的架構下，仍有難以解決的問題，其中矛盾之處即是公共行政服新公共管理之間的差異，這也是其他政府機構在改造時所曾面臨的問題。因應政策改變，對於博物館經營者即是一個學習的過程，也為公營博物館帶來新的挑戰。雖然公營博物館日營商店是一個以經營績效為考量的責任單位，但我們亦應檢視其除了産生多少經濟效益外，能否維持博物館的教育形象，其他公營博物館也可藉此文，由自營商店的角度，重新省思其博物館的核心價值。

關鍵字

博物館自營商店；策略分析；新公共管理；政策評估

並列摘要

Conventionally, public museums have possessed collection, exhibition, education, and research functions. As performance-based public management has replaced traditional public administration in advanced countries, small and functional government agencies have become the norm. Museums have been asked to provide more benefits with fewer resources. The aims of this study are to highlight the necessity of museum shops and to discuss the conflicts faced by public museum shops in terms of government regulations and accounting systems. This study also looks at whether public museums should operate their own shops. Strengths, weaknesses, opportunities and threats analysis (SWOT/TOWS) was applied to examine public policy in the case of the museum-owned shop in the Chiang Kai-Shek (CKS) Memorial Hall. Flaws of and conflicts faced by museum-owned shops are discussed and an attempt was made to develop solutions under current system, management, and organizational structure restrictions. The challenges facing public museum-owned shops are revealed from the policy assessment point of view. Under the ＂function more with fewer resources＂ ideology of the new public management theory, challenges have resulted from the differences between public administration and new public management. Responding properly to policy changes is a learning process for museum management staff. Although the public museum-owned shop is a self-sustained unit in terms of sales revenue, it is necessary to examine if it can maintain the education vision of the museum. It is hoped that the results of this study will be used by public museums operating shops to fulfill core museum values.