博物館品牌鑑價的策略與方法初探

正值博物館邁向公共文化事業的目標，加上博物館行銷課題日益重視之際，本文更將行銷最終目標具體化，提出博物館品牌鑑價之創新思維。品牌鑑價是一種協助進行企業做價值評估的技術，它也是一種有價值的衡量，可有效協助達成以顧客爲焦點的市場導向策略。針對博物館文化事業的特性所設計的品牌鑑價制度，正可以做有價值性的量化評量，同時也可正面導引博物館走向對的發展方向。文中介紹多種品牌鑑價方式，並以市場主流Interbrand品牌鑑價制度爲範例，試圖嘗試建立適合博物館的品牌鑑價之芻議，期望能在博物館行銷討論中，提供一個新思維，以建立並輔導各博物館做好經營的工作。

關鍵字

博物館行銷；博物館品牌；品牌鑑價；博物館評鑑

並列摘要

To stride forward to the goal of the public cultural enterprise, and to think highly of the museum marketing issues, the purpose of this article is to point out the ultimate goal of museum marketing which are the new ways of thinking as museum brand valuations. Brand valuation is a technique of conducting value assessment of enterprises, and it is also a valuable type of measurement to assist the enterprises in reaching the market, based on the customer focus and therefore lead these tactics effectively. The brand valuation system, which focuses on the museums cultural enterprises, can benefit the value quantification and leading positive development in the correct manner. This article introduces some methods of brand valuation, and gives a model of the Interbrand brand valuation system, which is the mainstream of marketing, and to try to set up a proper museum brand valuation. The article is based purely upon my own opinions. It will hopefully provide a new direction of thinking for issue discussion, as well as building up and guiding the management and marketing strategy amongst the museums.

並列關鍵字

Museum Marketing ； Museum Brand ； Brand Valuation ； Museum Assessment

參考文獻

梁光余(2006)。博物館的經營理念。博物館學季刊。20(1)，123-125。

蔡旺洲(2005)。全球化趨勢下的臺灣博物館展望：整合型地方文化行銷策略。博物館學季刊。19(4)，49-57。

耿鳳英(2005)。文化品牌與地方風格之建立：以日本吉普力美術館爲例。博物館學季刊。19(4)，23-45。

梁光余(2003)。公立博物館的行銷。博物館學季刊。17(3)，139-142。

Cravens, Karen S.,Chris Guilding(2000).Measuring customer focus: an examination of the relationship between market orientation and brand valuation.Journal of Strategic Marketing.8(1),27-45.