地方文化館經營模式之研究：以巫家捏麵館為例

A Research of the Business Model of Local Culture Museum：A case study of Wu Family Dough Figurine Museum

王政評(Jheng-Ping Wang)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

中文摘要
新博物館學思維不僅促成地方文化館的社會責任與角色，同時導入多元文化觀點。地方文化館在社區總體營造精神下，透過發掘地方文化特色、活化閒置空間、結合旅遊發展與地方產業等途徑帶動在地就業與經濟。地方文化館普遍存在專業不足、人力稀薄、經費短缺等問題，而全國第一家以捏麵文化為主題的巫家捏麵館也面臨相同困境。經營模式不僅能引導組織部署資源為顧客創造價值，也能為組織創造競爭優勢並獲利。因此，本研究以巫家捏麵館為研究對象，並以Osterwalder ＆ Pigneur(2012)之經營模式為理論基礎，透過深度訪談之質性研究法，建構巫家捏麵館之經營模式。具體研究目的有三：(1)探討巫家捏麵館之經營模式與九元素；(2)分析其經營環境趨勢以了解其機會與威脅；(3)因應經營環境趨勢，提出巫家捏麵館經營模式再設計之建議。研究結果顯示：(1)從目標客層、價值主張、通路、顧客關係、收益流、關鍵活動、關鍵資源、關鍵合作夥伴、成本結構九元素分析結果建構巫家捏麵館之經營模式；(2)從市場力量、產業力量、關鍵趨勢與總體經濟力量等環境因素分析巫家捏麵館面臨的環境趨勢；(3)最後提出優化價值主張、持續開發新產品、與顧客共創價值、掌握新技術與關鍵人力資源、增加收益流、價值活動聚焦策略等建議，以供巫家捏麵館經營模式再設計之參考。

關鍵字

巫家捏麵館 ； 環境分析 ； 文化館 ； 經營模式再設計

並列摘要

Abstract
New museology thinking not only to promote the social responsibilities of and the role of local cultural museums but also introduced a multicultural perspective. Under paragon of the community building, local cultural museums are increasing local employment and prompting economy by means of exploring local culture, employing unused spaces and combining tourism with other local industry. Local cultural museums are generally facing a lot of problem such as shortage of human resource, professional specialisation and funds. Wu Family Dough Figurine Museum ,Taiwan earliest dough making themed cultural museum, faces the same situation. Business models can not only guide organisations to deploy resources which create values for customers, but also create a competitive advantage for the organisation to make profit. Therefore, this study take Wu Family Dough Figurine Museum as research object based on Osterwalder & Pigneur’s (2012) business theoretical model and in-depth interview of qualitative research methods, aiming to construct Wu Family Dough Figurine Museum’s business model.
There are three specific reasons for this research: (1) to investigate Wu Family Dough Figurine Museum’s business models and the Nine elements; (2) to analyse the business environment trend in order to understand the opportunities and threats; (3)to present Wu Family Dough Figurine Museum with a redesigned business model and recommendations in response to the changing business environment trend.
The results show: (1) Wu Family Dough Figurine Museum’s business model construct from target customers, value proposition, channel, customer relationships, revenue, key resources, key activities, key partners and cost structure (2) the analysis of environmental factors that Wu Family Dough Figurine Museum face with, such as market forces, industry forces, key trends, macroeconomic force (3) the reference of Wu Family Dough Figurine Museum’s business model re-design, this research provides some recommendations and a proposal to optimise the value proposition, continuous development of new products and value creation with the customers to master new technologies and human resources, increase revenue, valued activities focused strategy.

並列關鍵字

Wu Family Dough Figurine Museum ； environmental analysis ； culture museum ； business model redesign,

參考文獻

10.林淑芬(2011)。Facebook社群網站商業模式之研究。商業教育，120，95-101。

15.郭漢鍠、成孫光、王龍德、李世宏(2011)。香之緣與業－新港香藝地方文化館之案例研究。國立虎尾科技大學學報，30(1)，74-81。

19.黃光男(1999)。新世紀臺灣博物館的發展與需要。博物館學季刊，13(2)，4-9。

22.蘇明如（2010）。殖民、國族、現代、社群：百年台灣博物館文化政策窺探。科技博物，14(2)，45-66。

3.王克強(2005)。發展高快速公路ATIMS系統商業模式之研究。未出版之碩士論文。國立成功大學，台南。