從SWOT分析看博物館展示的發展方向：以工博館為例

SWOT分析是企業管理最常被使用的工具，既簡單又有效益，是讓許多業務經理集中思維的良方，它可以分析事業好壞的不同面向、提出優缺點，並指出可能影響組織長遠生計的問題。然而，它在許多博物館的營運思考上卻常被忽略，並未發揮其應有之功效。面對資源緊縮、日益競爭的環境，SWOT分析正是博物館可以學習應用，策略規劃以獲取機會、突破困境，增強博物館營運績效之有力工具。本文從認知SWOT分析的內涵開始，闡釋SWOT分析對博物館營運的意義，透過行銷管理文獻資料研究，探討各構面中博物館需要比較的因素，釐出一個思考架構以為博物館之決策參考。並以工博館為例，思辨工博館展示的SWOT分析，印證過去工博館展示之成長軌跡，進一步作交叉比較分析，提出個人對工博館展示未來發展之思考。運用SWOT交叉分析所發展出之四大策略方向為：（一）結合地方發展，提高國際能見度；（二）運用外界資源，更新展示主題；（三）掌握時代脈動，建立展示特色；（四）提昇展示品質，減少特展數量。冀望工博館的展示能善用企業管理知識，不斷研究創新、策略應對，善用優勢以突破困境，有遠見務實地前進。

關鍵字

SWOT分析；策略規劃；工博館展示

並列摘要

SWOT analysis is the often used tool in business management. It is simple and effective, helping many managers on concentrated thinking. It could examine the good and bad in different views, point out the strength and weakness, and the problems that affect the growth of the organization. Nevertheless, it has often been ignored on the thought of museum operation, and not get its effectiveness should be. Because of the environment of resource shortage and competition, SWOT analysis is just the powerful tool that the museum could learn and apply strategic planning to catch the opportunities, break through the dilemma, and enhance the achievements of operation. In this article, it starts from the understanding of SWOT analysis, and explain its meaning to the museum operation. Through the research of marketing management articles, it examines the factors need to be considered in museums on each facet, and come out a frame of consideration for the museum references. Further, taking NSTM as an example, it reviews the development of NSTM exhibition with the SWOT analysis, and proves the growth trace of its pass. Through the cross comparing analyses of SWOT, it proposes 4 strategic direction for NSTM exhibition. There are: A. Combining the regional development, to raise the museum visibility internationally. B. Making use of the outside resources, to renew exhibition themes. C. Grasping the need of times, to establish the feature of exhibition. D. Upgrading the quality of exhibition, to reduce the quantity of temporary exhibition. It is expected that NSTM exhibition could make good use of the knowledge of business management, research and create continuously, response with strategy, use the strength to break through dilemma, and make progress with vision practically.