世界知名博物館網路行銷應用之研究─以國立故宮博物院為例

The Study of Applications of Internet Marketing Communication on World-class Museums ─ A case study of National Palace Museum

李蕾香(Lei-Hsiang Lee)

指導教授 ： 林紫妦教授

元智大學/資訊學院/資訊傳播學系/碩士(2004年)

摘要

近年來，國際間強調利用知識帶動該國經濟發展及競爭力。世界各國發展政策也相繼強調運用文化產業創造更多附加價值且具體產生經濟效益，以蔚為時代潮流趨勢。由於網路行銷的興起後，因面臨數位科技化趨勢的衝擊，紛紛投入網路行銷的應用。本研究目的是藉由瞭解世界四大知名博物館－英國大英博物館、法國巴黎羅浮宮、美國紐約大都會博物館、俄國冬宮博物館網路行銷之經驗和效益，深入探討出適合國立故宮博物院運用網路行銷推廣之最佳方法。以學者提出的新8P理論為基礎-產品、價格、通路、促銷活動、付款、個性及個人化、目標市場、推與拉等應用，導入世界五大知名博物館網路行銷運用之現況分析，深度訪談國內相關領域專家學者，以發展出適合國立故宮博物院運用網路行銷推廣之最佳建議方案。期望本研究的結果也能提供國內博物館及其他相關產業網路行銷之參考依據。研究方法選擇以質化研究的方式，透過文獻資料的分析與面對面的深度訪談，發展出網路行銷應用之具體建議方案。研究結果五項建議包括：1)運用個人化機制以及建立大眾之間良好的互動關係。2)創造週邊實體與網路行銷活動之整合應用機制。3)運用兒童線上學習，配合學校的教科書與評量機制。4)建議電子報行銷整合個人化服務機制。5)目標市場的應用，發展社區或社群的服務機制。

關鍵字

博物館 ； 行銷 ； 數位典藏 ； 網路行銷 ； 網路應用

並列摘要

Abstract
In recent years, many countries have put lots of emphasis on utilizing knowledge to drive the country's economic development and competitiveness in the international arena. Each country’s developmental policies has also emphasized the promotion of the cultural industry in order to create more value-added products and economic profits. With the rise of internet marketing, corporations have invested the applications of internet marketing into their businesses to create new business opportunities. Therefore, this research was to explore the status and compare the differences in the applications of internet marketing communication among the four major world-class museums, including The British Museum of Britain、The Louvre
Museum of Paris、The Metropolitan Museum of Art of New York、The State Hermitage Museum of Russia. The results of this research will be used to discuss suitable internet marketing applications for the National Palace Museum of Taipei. Based on the new 8P theory of internet marketing - products、price、place、 promotion、payment、personalize、precision、push and pull, the four major world-class museums were analyzed. Interviews were conducted with the relevant domestic experts to gain further knowledge to develop and provide an improved scheme for the National Palace Museum. These results can also be applied by our domestic museums and relevant industries. Through researching and interviews of the relevant experts, suggested methods of study for using the applications of internet marketing and communication, concrete proposals can be developed. Several suggestions for the National Palace Museum are included as follows: 1) to increase the interaction and services to audiences by the individualized mechanism applications; 2) to apply and integrate concrete activities and virtual Internet marketing communication; 3) to apply children e-learning website’s content to school’s materials and evaluation mechanism in order to promote more classical arts to elementary school; 4) to integrate e-newsletter with personalized services mechanism; 5) to select specific targets and then serve to those communities.

並列關鍵字

Museum ； Marketing ； Digital Museum ； Internet marketing ； Application of Internet

參考文獻

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