台北市市定古蹟賣店經營策略案例探討—古蹟建築空間再利用

葉益青

指導教授 ： 董澤平

國立臺灣師範大學/藝術學院/美術學系在職進修碩士班/碩士(2009年)

摘要

古蹟修復完成活化再利用的概念，近十年來，已然成為台灣古蹟政策的主要趨勢。1982年文化資產保存法公布，1997年文化資產保存法修正，將古蹟分別由中央、省市、縣市政府審定，同年，紫藤廬成為第一處由台北市市政府指定的台北市市定古蹟。1999年台北市政府文化局成立，積極推動閒置空間與古蹟保存與再利用，2003年時分別有西門紅樓、台北之家、牯嶺街小劇場、紫藤廬、台北故事館等市定古蹟委託給民間單位經營管理，並對社會大眾開放，自此形成一股古蹟再利用開放的風潮，社會大眾對古蹟再也不陌生。

然而，古蹟開放後要做什麼？可以作什麼？是公益性的、商業性的？兩者如何求取平衡？多數的古蹟再利用案例，偏向非營利性質為主，期使能讓古蹟原先的文化價值發揮到最大。但古蹟經營管理需要莫大的經費，如何支撐古蹟的營運費用？除了門票收入、課程開辦等，目前古蹟裡產生的商業活動，以提供餐飲需求最為常見，次之則是開設賣店。此些服務，不僅單從商業考量，其實更需與古蹟本體的理念結合，無法脫勾。

在台灣，博物館賣店之經營管理偶見研究，但以古蹟內附設之賣店研究則甚為少見。本研究試圖以台北市市定古蹟觀察之，篩選出西門紅樓、台北故事館、華山創意園區等三處為主要案例，輔以北投文物館、台北之家、台北當代藝術館，採取文獻分析、個案研究、深度訪談法，瞭解古蹟賣店的經營形式與理念，並從其經營過程裡，摘錄出經營相關的經驗。

眾多案例探討後，台北市市定古蹟賣店之經營，賣店之規劃與經營，要符合
古蹟本體獨特性與觀眾目標，且將其視為古蹟的空間延伸，並非單純之商業空
間。另，古蹟賣店開放時間長、人事成本高，若欲投入事前需仔細評估。對觀眾而言，古蹟的賣店是與參觀經驗連結的最佳空間，因此陳列與古蹟直接相關的紀念品、注重獨特性以作市場區隔，並強化古蹟之特色，乃為古蹟賣店需優先考量，期使本研究得以讓日後欲從事古蹟賣店經營者參考之。

關鍵字：台北市市定古蹟、古蹟再利用、古蹟賣店

關鍵字

古蹟再利用 ； 古蹟賣店 ； 台北市市定古蹟

並列摘要

The concept of rejuvenation and re-use for historical monuments after repair has already become the major trend of monument policy in Taiwan in the last 10 years. In 1982, the Cultural Asset Preservation Law was promulgated; in 1997, Cultural Asset Preservation Law was modified, which will have historical monuments determined by central, provincial and city, and county government. At the same year, Wistaria House was the first designated-monument of Taipei City by Taipei City Government. In 1999, the Department of Cultural Affairs was established, and it has actively facilitated the preservation and re-use of idle space and historical monuments, and in 2003 designated-monuments of Taipei City as the Red House of Ximen, Spot-Taipei Film House, Gu-ling Street Avant-garde Theatre, Wistaria House, and Taipei Story House are commissioned to private sector for management. They are then opened to the general public, and since then a trend of historical monuments for re-use is form, while the mass no longer finds historical monuments strange to them.

However, what will historical monument be used for when it is opened to the mass? What can it be used for? Is it charity or commercial? Or how a balance can be achieved between the two? In realty, most cases of historical monuments for re-used are mainly inclined to non-profit making purpose so that it can help render the previous cultural value of historical monuments to achieve its optimum. Nonetheless, the management of historical monuments requires massive amount of expense, and how such operation expense to sustain monument can be covered? Aside from admission ticket and sponsoring of program, commercial activities generated in historical monuments are found mostly with restaurants, and then the establishment of vending store. Of these services, they would not only have to consider from the perspective of commerce, but also have to be integrated with the belief of monument itself as they are mutually and closely interlocked.

Presently, the management and operation of vending stores in museum in Taiwan is often seen, however, it is rather rare as found within the attachment of historical monument. This study would attempt to observe from 134 locations of designated-monument of Taipei City, while Red House of Ximen, Taipei Story House, and Huashan Creativity Campus are chosen the three major cases of illustration, supplemented by three other locations as Taiwan Folk Arts Museum, Spot-Taipei Film House, and Museum of Contemporary Arts of Taipei. The study will resort to literature analysis, case study, and in-depth interview to appreciate the way of management and belief of vending store at historical monument. Then, the study will extract relevant experience of management from their process of operation, and arrange and compile a set of management model for vending store in designated-monument of Taipei City, which can be used as reference for those who would like to operate vending store at historical monument in the future.

參考文獻

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