植基於文化基因概念規劃設計淡水古蹟博物館商店的營運管理

淡水擁有山林、水系、地形、地貌的豐富景觀，是多元歷史人文豐厚的文化資產重鎮，因此全臺唯一以文化資產定位的新北市立淡水古蹟博物館於焉誕生，而本研究以其博物館商店經營管理為例，在基因傳承概念上，將影響經營的基因元素梳理後，審視其活存性及永續性發展的可能。另外，從象徵在地人、事、物意涵來詮釋博物館商店傳達目的之文化精神，轉化為營運管理的文化基因模組，從文獻分析轉化為「整體環境」、「動線規劃」、「商品設計」、「展示陳列」、「服務人員」、「其他」等基因構面，利用SPSS作為資料統計分析工具，進行消費者滿意度分析，研究發現其構面的信度係數影響商店的整體營運績效；而在效度方面，3年內業績績效為原來的240%成長率，本研究透過文化基因模組建構博物館商店營運管理的先例，創造機關在設計思考博物館商店管理的前瞻性。

關鍵字

淡水古蹟博物館；文化基因；淡水；博物館商店；營運管理

並列摘要

Blessed with scenic landscapes, such as mountains and river, Tamsui is a district of New Taipei City that is also rich in history and culture. Here, Taiwan's only meme-based museum was established, the Tamsui Historical Museum. In this study, the operations and management of the shop in this museum were analyzed with the aim of examining the lifespan and possibility of sustainability, in terms of the concept of gene inheritance, after filtering out the factors that influence operation. Meanwhile, from the connotations of local people, affairs and content, the essence of culture encoded within the museum shop was interpreted and transformed into the meme mode of operations and management. Gene facets such as overall environment, circulation planning, product design, layout, service staff, and others were identified. Analysis of customer satisfaction was conducted using SPSS software package. From the results of this study, the reliability coefficient of each facet affects the overall performance of the shop. In terms of efficiency, a 240% increase in growth rate was achieved within three years. This example of meme-based operations and management of museum shops creates a reference for the design of museum shops.