南華大學機構典藏系統:Item 987654321/20347
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    題名: 博物館如何行銷地區文化－以高雄市立歷史博物館為例
    其他題名: A Study on the Possible Strategies of Marketing Local Culture by Public Museums--Using Kaohsiung Museum of History as an example
    作者: 徐詩婷
    Hsu, Shih-ting
    貢獻者: 美學與藝術管理研究所
    吳介祥
    Chieh-hsiang Wu
    關鍵詞: 行銷機制;地區文化;評鑑分析;行銷策略;高雄市立歷史博物館
    marketing strategy;marketing mechanism and evaluation analysis;Kaohsiung Museum of History;regional culture
    日期: 2007
    上傳時間: 2015-04-20 15:32:21 (UTC+8)
    摘要: 　　『高雄市立歷史博物館』是一座「專科性」的地方歷史館，本身具備其特殊的地區性質、歷史背景以及博物館展示特色等。為此，本研究將探討高雄市立歷史博物館如何適當利用舉辦展覽、推廣活動、出版研究、媒體行銷等行銷策略，來帶動觀眾到館參觀的踴躍度及地區文化的發展。　　　　在本文中所指「行銷地區文化」的範疇，泛指社區產業、地方推廣，例如古蹟、建築、景點等地方文化。在這裡是意指利用博物館本身的在地性特質，來行銷地區特有的歷史文化。　　　　行銷的機制和對被行銷的對象群的認識，是博物館行銷活動評量的碁石。為此，若探討行銷活動的優劣與否以及和觀眾群的關係，被行銷的對象群為何，即是如何評估有效益的行銷活動之首要的工作。　　　　在本論文中除討論博物館行銷中的四項策略外，更進一步針對博物館在「目標行銷」上的方向及原則，進行所謂的『SWOT』行銷機制分析，以及對博物館內部行銷與被行銷的對象群進行評鑑分析。最後透過觀眾群踴躍度的問卷調查及成果評析，作為史博館日後在行銷地區文化上的改進與參考。
    　　Kaohsiung Museum of History is a specialized regional museum. It has its specific local qualities, historical background and display characteristics. However,the study aims to understand the strategies the museum used to attract visitors to participate in exhibitions and display activities as well as to stimulate publishing and media marketing for developing the regional culture, etc.　　　　The scope of local culture promotion includes community industry and local development. Its purpose is to promote the specific historical culture, includingelements such as relics, architectures and tourist spots, by using the regional features of the museum.　　　　The marketing mechanism and subject recognition provide the foundation for evaluating the related promotional activities in museum marketing. As a result, the study is focused on understanding the relationship between activities and visitors, and the category of subjects. Efficient promotional activities could thereby be determined.　　　　Four museum marketing strategies were discussed and the direction and principle of target marketing was also researched. The marketing mechanisms: strengths,weaknesses, opportunities and threats, were analyzed and the internal marketing, as well as the subjects, were also evaluated. The participation and results were carriedout by analyzing the questionnaires. It is hoped that the proposals can be used as reference for obtaining future improvements in regional cultural marketing.
    顯示於類別:[視覺藝術與設計學系] 博碩士論文

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