國立博物館行銷組合之研究

A Study on Marketing Mix for National Museums

張秀娟(Hsiu-Chuan Chang)

《中華管理學報》 6卷4期 (2005/12) Pp. 51-71

https://doi.org/10.30053/CHJM.200512.0004

摘要

本研究旨在以傳統行銷組合4ps的理念，結合服務行銷及人力資源策略，運用訪談法和德菲法(Delphi Method)，以教育部所屬五所科學類、歷史類國立博物館為研究範圍。首先經由文獻分析和專家訪談（行銷工作實務者），歸納出7項策略、19個構面及76項指標，並選定30名專家作為德菲法專家小組成員，其中分別包括學術界相關領域學者（含企業行銷、博物館學和教育）、博物棺從業人員、媒體公關從業人員和社區領袖等四類。德菲法專家小組成員針對策略中各構面及指標的適切性和重要性做出評判，及針對問卷內容提出增修意見，實施三回合德菲法問卷，最後建構出適合國立博物館的行銷組合。

關鍵字

國立博物館 ； 行銷組合

並列摘要

The study uses traditional marketing mix-4ps combined with the service marketing strategies and the concept of human resources as the basic structure. In this research, both interviews and the Delphi method are applied to construct the suitable marketing mix strategies for five science, and history museums under Ministry of Education. By reviewing the related literature and interviewing the staff in charge of museum marketing, 7 minor strategies, 19 dimensions and 76 indicators are postulated. Thirty experts, including scholars in related domains (such as marketing, museology and education), museum staff; media workers and community leaders, are discreetly chosen. After three turns of responses, the experts judge the significance and appropriateness of all dimensions and indicators respectively as sequenced. Finally, the proper marketing mix strategies for national museums are obtained.

並列關鍵字

National museums ； Marketing mix