美術館所開發、販售的衍生商品,是將文化藝術與消費文化兩者平衡的媒介,而衍生商品同時也是一種藝術轉化的載體,藉由消費活動將美術館藏品的文化內涵傳達給大眾。衍生商品的流通能達到提升大眾的生活美學、作為參觀的紀念品,以及美術教育推廣等目的。但目前台灣美術館之衍生商品的開發及其行銷策略的規劃仍在發展中的階段,普遍尚無法與大眾消費及市場脈動達成真正的連結。藉由國內外博物館商店的經營與其行銷手法,將實際經驗提供給台灣的美術館做為借鏡,制定出適切的美術館衍生商品行銷策略,是本研究的核心議題。 本論文的第一章探討博物館商店之沿革與其功能;並討論博物館專業組織針對博物館商店所訂的規範,從商店組織、商店建築、空間氛圍等面向上歸納出國內外博物館商店經營的經驗。第二章探究博物館商品與文化消費之間的關係,了解近年政府所關注的文化創意產業議題與博物館之間的連結;再就文化消費的轉變整合出文化消費者的特性,以衍生商品的大眾文化特質作為提升大眾生活美學的途徑。最後,分析國內外優秀的博物館衍生商品設計,試圖為台灣的美術館尋找設計的新途徑。 第三章首先確立美術館衍生商品的定位,並提出美術館衍生商品之「行銷5P」策略。希望藉由「行銷5P」策略提昇美術館衍生商品的推廣與流通,達成美術館拓展財源、提升形象及藝術推廣的目的。
The derived products of art museums are a source of media between art and consumed culture. They are vehicles with cultural connotation to communicate to the public. The mass distribution of derived products is the most direct way for art museums to connect with people, to be the souvenirs, and to enhance the art education. However, the development and marketing strategies of derived products in Taiwan museums are still in their primitive phase. This research endeavors in generating applicable marketing strategies by utilizing the experiences of the famous and successful museum stores worldwide. The first chapter illustrates the history and function of museum stores. It also the functions and codes of the museum stores, and analyses the rules, organizations and architectures of the museums stores. The second chapter focuses on the connection of cultural consuming and culture industry and museum merchandise. Then, through the change of cultural consumption behavior to generalize the cultural consumers’ characters; furthermore, to enhance the aesthetics of everyday life. Finally, it explores the successful design of the derived products as the examples for Taiwan’s museums stores. The last chapter defines the derived products and projects the "marketing 5P" to develop the financial resource, to enhance the image of art museums and to promote the arts in Taiwan.