美國伊利諾州芝加哥博物館會員制度之研究

A Study of Membership Program of Art Institute of Chicago (AIC), Illinois, USA

馬南璇(Nan-Hsuan MA)

指導教授 ： 廖仁義

國立臺北藝術大學/文化資源學院學術論文/藝術行政與管理研究所碩士班/碩士(2011年)

https://doi.org/10.6835/TNUA.2011.00087

摘要

芝加哥博物館（Art Institute of Chicago，以下簡稱AIC）是國際知名的私立非營利組織大型藝術場館。維持一個大型博物館並不容易，因此許多西方大型博物館透過會員制度以招募長期會員並收取會費、挹注營收，AIC也不例外。2008年AIC歲入總計8,324萬7,000美元，其中會員所繳會費總計437萬5,000美元，佔歲入5.26%，由此可見會員制度在AIC營運結構中的重要性。

因此，本研究以AIC會員制為對象，著手探討在以私立為主流的美國藝術機構中，其會員制度行銷與營運方式。首先了解目前AIC會員制的現況與主要架構。再者，針對AIC「會員交誼廳」（Member Lounge）進行實地問卷調查分析，了解這處會員專屬空間在會員們們的觀感中具有何種價值，這空間的設置營運對會員制度的推廣有何助益，其影響範圍尺度大小、效益所在等事項。

本研究分成如下幾部分：一、緒論，含研究動機、研究問題、研究架構、研究方法、研究對象、研究工具、研究限制、資料分析及文獻探討等；二、AIC設置背景，含組織概述、組織發展變遷分期；三、AIC會員制度及會員交誼廳的介紹與淺析；四、問卷分項交叉分析；五、結論與建議，根據研究問卷的分析結果，歸納出分析性的結論，並對相關研究與實務工作提出建議。

本研究認為，在AIC，會員交誼廳雖然僅是會員繳交會費而能得到的數種福利的一個項目而已，但交誼廳的存續對維繫會員繼續參加有其正面幫助、甚至對維繫相對少數的青壯年會員與男性會員方面具有相當影響力。交誼廳的休憩空間、免費茶水是最受會員歡迎的特色，從而協助了會員忠誠度的維繫。最後，本研究發現，交誼廳等各種會員福利在分別進行分眾行銷之餘，還能彼此支援與平衡，並在會員制度下實現完整的策略整合。

在美國，私人或基金會所成立的博物館之所以能蓬勃發展，其最根本的立基是民眾對於博物館的需求與信任。本研究認為以福利為前提的「經濟因素」之外，促成民眾成為會員的二大原因是「民眾本身是藝術愛好者」，以及「對博物館的支持」。

因此，會員制度成功與否，是一項檢驗博物館是否值得公眾信任的方式。因為會員制度反映了博物館是否值得支持，也同時反映了管理者是否經營得當。

關鍵字

芝加哥博物館、會員制度、會員交誼廳、公共信任

並列摘要

Art Institute of Chicago (AIC) is a world-renowned large museum for fine arts and also a private non-profit organization. AIC is one of the many private museums that use membership program to reinforce their revenue. In 2008, AIC's annual revenue was 83,247,000 U.S. dollars, and proceeds from membership are 4,375,000 dollars. Membership contributed 5.26% of the annual revenue, so it's an important part of AIC's operation.

This research set the inquiry upon the Membership Program at AIC, in order to understand the marketing and operational aspects of a membership program in a large private institute for the arts in the United States. First, the institutional structure and operations, current and historical, of the program will be reviewed. Second, a questionnaire will be implemented in the AIC Member Lounge to understand members' perceptions toward this exclusive place for them, and this place's benefits on the membership program, including its scope and effectiveness.

This thesis includes the following parts: (1) Introduction includes research motives, problematic, structure, objectives, tools for analysis, limits, and literature review. (2) The background and history of AIC. (3) Introduction to AIC Membership Program and Member's Lounge. (4) Analyses of questionnaire with contingency tables. (5) Conclusions and suggestions, based upon the contingency table analysis, will include analytical conclusions and suggestions for future research and practices.

This research learns that, the AIC Member's Lounge has positive effects for encouraging members to maintain their memberships, and it's somewhat critical to middle age, younger and male members. The relaxation space and free beverage are the most favored services in the lounge. Last, this research discovers that while the AIC membership program uses the methods of market segmentation in its several services for members, these services can support all the others to form a balanced total, resulting in a strategic integration of the membership program.

In the United States, it is the people's need and public trust toward museums the basic reason why the museums founded by private entities or endowed institutions can flourish. This research indicates that, beyond the economic factors based on benefits, the two most important factors to encourage people to join or maintain membership are: the fondness for arts and the willingness to support AIC.

Therefore, the success of a membership program is a way to examine how trustworthy a museum is to the public. It's because membership program's exercise reflects whether the museum deserves the support from the public, and whether appropriate management exists in it.

並列關鍵字

Art Institute of Chicago (AIC), Membership Program, Member Lounge, Public Trust

參考文獻

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