我國已於一九九三年底正式邁入高齡化社會,近年更因少子化使人口老化的速度更加快速。為了因應這波老人潮,無論是政府、企業或教育機構都已紛紛開始重新思考新的應變策略;集教育、文化傳承與休閒娛樂於一身的博物館,在此世界潮流中勢必無法置身事外,本研究從服務行銷與管理的角度切入,以北投溫泉博物館為案例,探究博物館面對日益增加的高齡觀眾時,可以如何修正其服務與行銷策略,吸引更多高齡者前來博物館參觀,並創造令其滿意的博物館經驗。 本文以美國行銷學者Christopher Lovelock提出之「服務之花模組」規劃博物館對銀髮觀眾的服務行銷策略。首先透過文獻回顧的方法梳理高齡者的身心理狀態以及現有的博物館銀髮服務方法。第二章以「服務之花模組」為主要架構,融合「整合服務管理理論」、「關係行銷」與「顧客關係管理」等,提出適合博物館參考的銀髮服務之花。最後再根據北投溫泉博物館的內外優劣分析,搭配「博物館銀髮服務之花模組」,提出博物館的高齡服務和行銷策略。博物館進行銀髮族推廣與行銷固然可以替博物館開發更多的觀眾與收益,但最重要的目的是使博物館服務大眾的使命與任務更加健全與完善。
Taiwan has become an aging society since 1993, and the low birth rate is accelerating the aging process of the society. In response to the booming elderly force, the government agencies, business enterprises and education institutions have been rethinking a new way to meet the challenges brought by the trend. The museum, as a place of learning, a medium for cultural inheritance and a form of entertainment, could not afford to sit on the sidelines. This study takes the Peitou Museum as an example to explore the new strategies for the elderly service offered by the museum from the marketing aspect to fulfill the requirement of elder audiences. The thesis introduces Christopher Lovelock’s “The Flower of Service Model” to design a set of new marketing strategies for the elderly service at a museum. By elaborating the physical and mental statuses of older people in the beginning, the study puts forth an adjusted “The Museum Flower of Service Model for Elderly” through consulting the Integrated Service Management, Relation Marketing and Customer Relationship Management. Finally, based on the SWOT analysis and the Service Model, this study proposes a set of new elderly service strategies for Peitou Museum. The strategies aim not only at increasing the profit, but also at achieving the mission of providing public service for the museum.