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  • 學位論文

以文化價值探觀點討台灣博物館之服務創新

Exploring Service Innovations of Museum Based on the Viewpoint of Cultural Value

指導教授 : 邱文宏
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摘要


行政院在2009年提出發展六大新興產業,其中亦包含「文化創意產業」,而博物館正是其中的重點項目。依文建會統計,博物館數量自1989至2008年由90座成長至680座,大幅增加755%,顯見博物館具有相當的發展潛力。目前國內外對博物館的研究,大多著重於藝術與倫理、建築與空間再利用、藝術授權、經營模式、科技應用、展演方式與實施成效與顧客研究,少有探討博物館之服務創新議題。本研究由2008年觀光局提供之各博物館資訊,選取四大類型中遊客人次最多的八大博物館為研究個案:故宮、史博館、陶博館、金博館、科博館、海生館、北美館與國美館,收集其官方與主管機關之公開資料,再以知識贏家資料庫收集2000年至2010年的相關資料,並輔以專家訪談進行三角驗證,以確保資料飽和與完整性,共彙整548項創新事件,並以每一事件為分析單元。本研究架構於文化價值觀點,輔以博物館功能行為,分析其創新活動的文化價值功能與歷程,研究發現為:一、台灣博物館產業創新活動多注重美學價值與社會價值;二、我國博物館產業創新活動中,文化價值在核心活動中類型較多,經濟活動中活動較多;三、台灣博物館已開始注重經濟活動,由顧客需求來思考活動內容的經營模式;四、我國博物館的創新、轉型與文化價值觀,都以故宮博物院馬首是瞻;五、生活美學將成為博物館文化價值功能的發展重心;六、民眾的喜好由只能欣賞的平面美學,轉換成生活中能實質接觸的工藝、建築與時尚美學。

並列摘要


The Executive Yuan proclaimed in 2009 to develop six new industries, including cultural innovation industry, in which developing museums is a key program. As to the statistics by Council for Cultural Affairs, since 1989 to 2008, the number of museums grew from 90 to 680, a huge leap by 755%. Among them the biggest one is National Palace Museum. In 2008 its visitors stood at 2.24 million and its revenue was over 0.5 billion yuan, which showed its great developing potentials. At present research on museums at home and abroad focuses on art and ethics, architecture and space reusing, art authorization, management models, scientific application, exhibition ways and their effectiveness and customers, while few museums have discussed the innovative system on organization services.This research, based on information of museums offered by Tourism Bureau in 2008, selected eight museums, which owned the most visitors among the four types, as the cases: National Palace Museum, National Museum of History, Ceramics Museum, Gold Museum, National Museum of Natural Science, National Museum of Marine Biology & Aquarium, Taipei Fine Arts Museum and National Taiwan Museum of Fine Arts. It collected public information from their official charged bodies, used KMW(Knowledge Management Winner) database to collect relevant news between 2000 and 2010, assisted by interviews on experts, to conduct triangulation, thus it will make sure of the information’s saturation and integrity. We have got 548 large innovation events as analysis units. Using cultural value theory by Throsby as the principal axis, assisted by museums’ functional activities, it discussed the cultural value function and history of innovation activities. The findings of the research are as follows: firstly, innovation activities of museums in Taiwan focus on aesthetic value and social value; secondly, in the innovation activities of museum industry in Taiwan, cultural value plays an extensive role in core activities and even more in economic activities; thirdly, museums in Taiwan have started to focus on economic activities, determining their activities’ business models based on customers’ demands; fourthly, the innovation, transformation and cultural value of other museums all follow the steps of National Palace Museum; fifthly, life aesthetics will be the developing focus in museums’ cultural value functions; sixthly, visitors’ interests transform from appreciation of just plain aesthetics to crafts, architecture and fashion aesthetics presented in real life.

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