後博物館時代－從文化創新試論臺灣博物館的利基市場

在二十世紀末開啟的博物館革新運動風潮中，博物館界導入企業經營精神與管理模式，為傳統的博物館環境注入一股創新活力，以觀眾需求為導向的新公共服務趨勢，也成功將不常參觀博物館的非觀眾族群帶進博物館。然而，參觀人數的多寡並不相對於博物館品質的優劣；企業經營的商業模式，往往更像雙面刃，若迷失於市場機制所帶來的短暫效益，則最後折損的將是博物館的存在價值。臺灣的博物館於百年發展歷程中，隨著時代潮流的演進與衝擊，歷經許多困境與挑戰，也在一次次的調整與變革下，挺進二十一世紀的後博物館時代。對於講求多元機能與豐富體驗的後博物館而言，更加重視的是公眾與知識體系的連結與主體性。本文將從公共博物館的發展脈絡及文化創新的觀點，檢視臺灣博物館界對於文創品牌的迷思，並透過新公共服務與文化觀光的時代趨勢之相關研究論述，試論後博物館的品牌行銷與社會角色，期藉此為爭議多時的「博物館商業化」議題，提供多元面向的觀點與省思。

關鍵字

後博物館；文化創新；博物館商業化；利基市場；博物館社會實踐

並列摘要

Along with the museums' innovation trend in the 20th century, the museums had been injected with the spirit of business management and managing mode in order to pour an innovative energy into the environment of traditional museums. The new public service of audiences' demand-oriented tendency has also been successfully bringing people who were not often visit to the museums. Nevertheless, the number of visitors is not capable of being comparison with the quality of museums. The commercial mode of business management is more like a double-edged sword. If we lose in the temporary benefit which is from market mechanism, it finally destroys the value of museums. In a century development history, Taiwan's museums undergo a wide variety of adversities and challenges by following the progress and impacts of the era trend. However, by adjusting and changing repeatedly, they go into the Post-museums' era in the 21st century. As far as the Post-museums which strive for multiple functions and plentiful experiences, they extremely have a point on the connection and subjectivity of public and knowledge. This study will examine the myths about ＂Cultural and Creative Industry＂ in Taiwan from the development context of the public museums and the perspective of cultural innovation. Through discussing the brand marketing and social roles of post-museums through relevant research and discussion on new public services and cultural tourism. We expect to seek viewpoint diversity for the issue ＂Museum Commercialization＂ which is still controverted.

並列關鍵字

post-museum ； culture innovation ； museum commercialization ； niche market ； social practice

參考文獻

Holt, D.（2020）。文化創新翻轉產品競爭力（Cultural innovation）（侯秀琴譯）。哈佛商業評論，2020 年 10 月號。檢自：https://www.hbrtaiwan.com/article_content_AR0009965 .html（瀏覽日期：2020/11/15）