企業博物館營運模式之研究

The Study on Business Model of Enterprise Museum

羅惠美(Hui-Mei Lo)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/cycu201101004

摘要

摘要
隨著時代與環境的變遷，博物館的經營主體從公立、私人到BOT再發展到企業自行創建等不同模式的變化外。企業成立自己博物館的目的在於，保留企業文物資料、產品的進化、企業的興衰，與大時代演變的關係，留下歷史的記錄，讓員工了解新一代經營者深思，也歡迎消費者參觀體驗，一個企業發展的故事、品牌誕生的秘密並作為公關宣傳策略，提昇企業形象、促進銷售並表現社會責任。
近年來由於經濟與產業的變化，企業因而興起設立企業博物館之風潮，但是以既往的個案發現企業博物館是建館容易經營難，所以有探究其營運模式之必要。
本研究選定「白蘭氏健康博物館」、「金蘭台灣醬油文化博物館」、「義美生產、生態、生活園區」、「東和音樂體驗館」四家企業博物館為個案研究對象，以深度訪談、實地參訪及次級資料的蒐集，進行營運模式之研究，目的是要找出可行的營運模式。
經個案研究歸納出企業博物館營運模式之要素包括組織、資金來源、展示呈現、公共關係、行銷策略、賣店經營、人員訓練等七大項。没有最好的營運模式，應配合成立目的及資源採用適合的營運模式。
關鍵字：博物館、企業博物館、營運模式

關鍵字

營運模式 ； 博物館 ； 企業博物館

並列摘要

Abstract
Following the changes of time and environment, the main museum operations have been transformed from public or private management to BOT and then been developed to a different model that the enterprises create the museum by themselves. Enterprises establish the museums on their own to keep the corporate heritage data, the product of evolution, business flourishes, the evolution of relations in the era and leaving the historical records, so that their employees know about the vision of the managers in the new generations. The consumers are also welcome to visit the enterprise museums to experience the stories of the enterprise development and how a brand was created, which can be taken as promotion strategy of the public relationship, the enhancement of the enterprise image, increasing sales as well as demonstrating the social responsibilities of an enterprise.
Due to changes in the economy and industry in recent years, it has become the current that enterprises start to establish their own museums. Yet, according to the cases in the past, running and maintaining the enterprise museums is more difficult than building them. Therefore, it is necessary to study and research the operations model of enterprise museums.
There are 4 companies selected for the research of this case about the enterprise museums, which are "Brand’s Health Museum", "KIMLAM Museum", "I-Mei Park production, ecology, life" and "Music for fun". By the interviews in depth, on-the-spot visits and sub-level data collection to proceed with the research of the operations mode, the goal is to find out the workable operation model of the enterprise measums.
Through this case, the essence of the business model for enterprise museums includes 7 items, which are organization, financial resources, demenostration display, public relations, marketing strategy, shop management and staff training. There is no best business model. It should be adopted in accord with the purpose of establishment and the available resources for the suitable business model.
Keywords：Museum,Enterprise Museum,Business Model

並列關鍵字

Business Model ； Museum ； Enterprise Museum

參考文獻

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