手機語音導覽服務創新與經營模式之研究

A Study on Innovative Service and Business Model of Mobile Phone Audio Tours

阮淑祥(Shu-hisang Juan)

指導教授 ： 李吉仁

共同指導教授 ： 黃崇興(Chung-Hsing Huang)

國立臺灣大學/管理學院/商學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.10541

摘要

國內博物館的導覽服務類型，目前以義務志工為主的「專人導覽」佔大宗，僅有少數規模較大的博物館有能力提供語音（或多媒體）導覽服務，但是因為財力與人力資源的限制，而無法提供足夠的服務產能來滿足觀眾對於常設展與特展的需求。現有語音導覽產業的服務模式不但無法廣受消費者喜愛而普及使用，也成為博物館的財務負擔。本研究提出以手機語音導覽的創新服務模式來解決博物館語音導覽的問題。
本研究歷經兩年以上時間，連續參與觀察十檔次的展覽在八個博物館引進手機語音導覽的過程與各單位的行為改變，並蒐集觀眾實際使用量與營運績效資料，以精確分析觀眾的實際使用行為。並在此過程中，進行四檔次不同的資費設計實驗，三檔次對現場觀眾的抽樣問卷調查，經由統計分析了解觀眾心中的觀感與態度，使用者的滿意度與未使用者不使用的原因。除了在消費者端的調查分析之外，也對全國博物館的進行郵寄問卷普查，以了解博物館導覽服務的現況與需求，以及對使手機語音導覽的態度與意願。
經過上述研究過程，並運用策略分析架構，提出以手機語音導覽獨有的核心競爭力：高達100%的手機使用普及率與95%以上的GSM網路覆蓋率。最後結論，證明手機語音導覽能架構自給自足的社會事業經營模式，未來也可能產生獲利的商業經營模式，並以大衛鮑維特等的「價值網」的商業設計架構，來檢驗該商業經營模式是否能永續經營，以作為解決博物館語音導覽服務所面臨的問題之參考。

關鍵字

手機語音導覽 ； 語音導覽 ； 博物館導覽 ； 商業模式 ； 手機

並列摘要

Thesis Abstract
Graduate Institute of Business Administration
National Taiwan University

Name ：Shu-hisang Juan Date：July 2006
Advisor：Dr. Ji-Ren Lee

A Study on Innovative Service and Business Model of Mobile Phone Audio Tours

Taiwan’s museums’ guided tour services currently consist primarily of “personal guided tours” utilizing social workers. Only a few of the larger and more renowned museums are capable of offering audio/multimedia guides in the form of a portable player. However, due to financial and human resource constraints, these museums often do not have enough capacity to satisfy all of the customers’ needs in both permanent and special exhibitions. Thus, the current form of audio guided tour has not only been poorly received by the customers, but has also become a financial burden to the museums. This research proposes an innovative service model of “mobile phone audio guided tour service” to resolve the issues mentioned above.
This research has spend more than two years employing the method of participant-observation to study the process of introducing the mobile phone audio guided tour service in 10 exhibitions at 8 museums and the behavior changes among the relevant parties. This research also gathered customers’ actual usage data and operational performances in an attempt to accurately analyze customers’ usage pattern. Throughout this process, this research also conducted 4 different types of rate plan experiments, and 3 sample customers’ surveys, to better understand customers’ satisfaction level and the reasons behind why some customers chose not to utilize this service. In addition, this research also conducted questionnaire survey with museums across the nation to better understand the museums’ needs and their attitudes towards using mobile phone audio guided tour service.
Based on findings from the above research processes and utilizing a strategy framework suggested by Michael Porter, this research identified that mobile phone audio guided tour service has a fruitful ground of business development given the over 100% cell phone penetration rate and over 95% GSM network coverage rate in Taiwan. This research concludes that mobile phone audio guided tour service can become a self-sustainable social enterprise service model, and a profitable business model as well. Finally, this research employed a value net framework suggested by David Bovet, Joseph Martha and Kirk Kramer to verify whether the above business model is sustainable, so it can serve as a reference to resolve the museums’ current issues with audio tour services.

並列關鍵字

Mobile Phone Audio Tour ； Audio Tour ； Museum Guided Tour ； Value Net ； Mobile Phone

參考文獻

劉婉珍，誰是博物館教育人員？他們需要什麼？：初探博物館教育人員專業生涯發展現況與需求，博物館學季刊第十八卷第三期，民國93年07月。

Porter, Michael E., (1996), What Is Strategy, Harvard Business Review, November-December, pp. 61-78.

劉婉珍，從博物館意識談博物館人的誕生與形塑，博物館學季刊第二十卷第三期，民國95年07月。

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