博物館門票與訂價策略研究

Research on Museum Admission Charges and Pricing Strategies

潘青林(Ching-Lin PAN)

指導教授 ： 楊樹煌

國立臺灣師範大學/藝術學院/美術學系/博士(2007年)

摘要

八Ｏ年代實為博物館的重要轉形期，主因為各國政府在此時期因為政經因素都同時在財政方面倍感壓力，在美國方面，此時期雷根總統入主白宮，美國聯邦政府資金呈現赤字，在削減各項補助預算方面，各文化機構與博物館也難逃被減少補助的命運，為了能夠繼續經營，各博物館無不紛紛思考可行的生路，博物館行銷觀念因此油然而生。

到今日全世界博物館業蓬勃的發展，博物館已經有超過兩千年的歷史了，但是博物館的行銷策略，卻是於近二十年來才開始被廣泛的被討論與運用，而其主要的原因，則是在全球化的影響之下，全球的經濟情況，都有了大約而同的轉變，而博物館也因此需要面對越來越多在經營上的挑戰，而這些挑戰，絕大部分來自與預算上的縮減，例如：政府的補助預算減少、私人贊助水準下滑、營運費用的成本增加，以及在稅務上和其他特權的減少和損失等等。

中華民國博物館學會於2006年的統計資料顯示全台的博物館數為四百五十八所，積極爭取民眾入館為博物館勢在必行的一步，在民眾對於博物館的第一印象中，門票價格常常扮演著民眾前往參觀前會參考的資訊之一，一個合理的票價，如同一張友善微笑的臉，然而在門票價格的訂定上，卻包含了許多需要從消費者心理層面到社會經濟層面考慮的複雜因素，物價波動實為自由經濟市場中一正常的現象，然而博物館的門票價格通常很少隨著時間與物價的波動而有變化，再加上博物館本身為非營利的永久性機構，並具有「為大眾開放，促進社會發展，並以研究、教育及娛樂之目的，致力於蒐集、保存、研究、傳播與展示人類及其環境的物質證據」等重責大任，使其在門票定價政策上，比一般以營利為主的商品定價所需考量的因素更為複雜。

本研究除了分析常設性展覽的門票訂價策略在博物館行銷理論當中的進程之外，更近一步探討門票費用的收取在博物館發展歷史上的演進歷程與相關爭議，並調查台灣目前的博物館門票價格與配套措施的運用，以及在票價訂定上與行銷的困境，接著透過問卷的調查統計，取得一般大眾對於博物館門票議題的看法與態度，試圖探究民眾可接受的票價金額範圍和有效博物館訊息傳達方式，並探討在台灣目前的社會經濟環境中，門票的價格與相關優惠配套措施，會對博物館收入以及民眾參觀動機等因素的影響，與民眾心理所產生的相關效應。此外，本研究另自創以「負擔值」以及大麥克指數，來評估博物館門票的價格相對於該國的經濟水平為何。

關鍵字

博物館門票 ； 博物館訂價策略 ； 博物館行銷 ； HASH(0x8a78754)

並列摘要

1980’s was actually the important transformation period for museums, and the main reason was that governments of all nations concurrently undertook much more pressure in finance due to the factor of economy in such period. As for USA, president Reagan entered the White House in this period, there was deficit in the capital of US federal government; in the aspect of cutting budget for various subsidies, it was hard for all cultural agencies and museums to avoid the fate of reducing subsidy as a result. In order to maintain the business, all museums one after another thought feasible ways for survival, and the museum marketing idea was produced of itself.

Museum has a history of over two thousand years when the world museum industry has achieved vigorous development today, but the museum marketing strategies have been discussed and applied widely only in recent two decades, and the main reason lies in that under the influences of the globalization, the global economy situation has got transformed similarly, while museums therefore have been required to face more and more operation challenges, of which most come from the reduction of budget, such as: the reduced budget of subsidy from the government, the decreased level of private financial assistance, the increased cost of operation charges, and the reduction and loss in taxes and duties and other privileges etc.

Chinese Association of Museums in 2006 made statistic data showing that there are four hundred and fifty eight museums totally in Taiwan. It is an imperative step for museums to make endeavors to have the masses to join the museum activities. In the first impression of the masses on museums, the entrance fee often works as one of the information references of the people if they will go to visit or not. A rational price is like a friendly and smiling face; while for pricing the admission charges, it is necessary to make many considerations for the complicated elements from the psychology of consumers to the social economy; the commodity price fluctuation is actually normal phenomenon in free economy market, however, the price of museum admission charges rarely changes with the time and the fluctuation of commodity prices, besides, a museum itself is a non-profitable but permanent agency, and it undertakes great and important responsibilities such as “acquires, conserves, researches, communicates and exhibits, for purposes of study, education and enjoyment, material evidence of people and their environment.”, so as for the elements to be considered for the pricing strategies, it is more complicated for museums than that of general profitable commodity pricing.

Besides for the analysis on the admission pricing strategies of parmanent exhibitions in the process of museum marketing theory discussion, this research makes further discussions on the evolution process and related arguments of the admission charges in museum development history, and makes survey on the present museum prices and the application of matching measures in Taiwan, and the troubles in making admission charges and marketing. Then through the statistics from questionnaire surveys, this research obtains the general people’s opinions and attitude on museum admission proposals, making efforts to discuss their acceptable admission charge range and efficient museum information transmission manners and to discuss that the admission price and related favorable and matching measures will produce influences on such elements as the museum revenue and the people’s visit motivation etc. and the related effect produced from the people’s psychology under the present social and economic circumstances of Taiwan.

並列關鍵字

Museum entrance fee ； Museum admission charges ； Museum pricing strategies ； Museum marketing

參考文獻

黃彩雲、黃文杰，(Oct., 2003)，＜國內公立博物館公辦民營之案例分析：以四座博物館為例＞，《博物館學季刊》，17（4）。

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廖敦如，《「學校主導」的博物館與學校合作型態之行動研究》，國立台灣師範大學美術學系九十三學年度博士論文。

劉怡伶、閻慧群譯，(2004)，Dolan,Ｒobert J. & Hermann, Simon著，《定價聖經》，藍鯨出版，頁28-29。