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  • 學位論文

臺灣客家文化館行銷策略之研究

A Study on the Marketing Strategies of Taiwan Hakka Museum

指導教授 : 林素甘

摘要


為發揚與保存多元族群文化,臺灣的博物館發展蓬勃。在政策扶植下,政府為客家族群廣設客家文化設施,其中「臺灣客家文化館」的建置以客家文化推廣、調查研究、展示交流、典藏保存與寓教於樂為宗旨目標,承載傳承客家文化的重責大任。 本研究採用個案研究法,以深度訪談和次級資料分析作為資料蒐集方法,針對臺灣客家文化館現行的行銷策略、營運現況以及因應2020年在新冠肺炎(COVID-19)疫情的措施進行探討。藉由4Ps(產品、價格、通路和推廣)行銷組合及SWOT分析結果顯示,該館行銷策略包括(1)彰顯該館特色,吸引民眾認同;(2)免費參觀策略推廣客家文化;(3)善用實體與虛擬通路和民眾維繫良好互動;及(4)採取跨域整合共享資源進行推廣。在營運現況部分的優勢和機會為(1)善用資源優勢與結合地方資源;及(2)多方學術合作及應用數位典藏優勢;而主要的劣勢與威脅則有(1)缺乏代表性展品與所在位置偏遠;(2)人力與其經驗不足;及(3)受到新冠肺炎疫情的影響。在新冠肺炎疫情的影響下,該館採取的因應措施包括調整展間開放狀況、取消面對面互動活動、改變實體服務形式、暫停收費項目、加強既有數位通路宣傳、宣傳線上服務、限制參與人數和活動即時反映疫情需求調整活動方式。 依據研究結果,對臺灣客家文化館提出的行銷策略包括(1)審視人力資源分配,向上爭取人力與招募志工;(2)運用更多元的新興社群媒體;(3)善用該館建築與展覽特色規劃推廣活動;及(4)與競爭者合作。而對未來的研究方向則提出探討博物館行銷策略效果和新冠肺炎疫情對博物館行銷策略的影響等兩方面的研究建議。

並列摘要


In order to promote and preserve the cultures of diverse ethnic groups, museums in Taiwan are booming. With policy support, the government has established Hakka cultural facilities for the Hakkas. Among them, the establishment of "Taiwan Hakka Museum" takes Hakka culture promotion, investigation and research, exhibition and communication, collection preservation, and education for the purposes and goals, carrying the heavy responsibility of inheriting Hakka culture. This study adopts a case study method, using in-depth interviews and secondary data analysis as data collection methods to discuss the current marketing strategies, operating status of the Taiwan Hakka Museum, and the measures in response to the new crown pneumonia (COVID-19) epidemic in 2020. Through the marketing theory of 4Ps and SWOT analysis, the marketing strategies of Taiwan Hakka Museum include (1) highlighting the characteristics of the museum to attract public recognition; (2) using a free visit strategy to promote Hakka culture; (3) making good use of physical and virtual channels to maintain good interaction with the public; and (4) taking cross-domain integration and sharing resources for promotion. The advantages and opportunities in the current operation are (1) making good use of resource advantages and the combination of local resources; and (2) the collaboration of numerous academic institutes and the application of digital collection. However, the main disadvantages and threats are (1) lack of representative exhibits and located in a remote area; (2) lack of manpower and experienced staff; and (3) the impact of the COVID-19. Under the influence of the COVID-19, Taiwan Hakka Museum has taken some countermeasures including adjusting the opening conditions of exhibition rooms, canceling face-to-face interactive activities, changing the forms of physical services, suspending charging services, strengthening existing digital channel for marketing, promoting online services, limiting the number of participants, and adjust the activities to reflect the needs of the epidemic in time. Based on the research results, the recommendations of marketing strategies proposed for the Taiwan Hakka Museum include (1) examining the allocation of human resources, for recruiting manpower and volunteers; (2) using more diverse emerging social media; (3) making good use of the architecture of the museum and the characteristics of exhibitions to plan promotion activities and; (4) cooperating with competitors. For the future research, two research suggestions are put forward to explore the effects of museum marketing strategies and the impact of the COVID-19 on museum marketing strategies.

參考文獻


林明美(2008)。臺灣公立博物館功能趨勢與組織架構初探:以臺北縣四座博物館為例。博物館學季刊,22(1),49-75。
參考文獻
中華民國博物館學會(1996)。本會簡介–本會章程。檢索自http://www.cam.org.tw/big5/about2.htm
中華民國博物館學會(2018)。專業資源–博物館名錄。檢索自http://www.cam.org.tw/museumsintaiwan/#
文化部(2012)。文化統計:文化與社會。檢索自https://museums.moc.gov.tw/

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