| 摘要: | 所有的社會企業或組織都是規範在一個體制之下運作，此個案研究是以體制理論觀點探討藝術展館之經營策略，透過奇美博物館和臺南美術二館兩個個案來檢視，不同體制之下組織的經營狀態、資源、優勢。除了體制理論以外，本研究又納入行銷策略和平衡計分卡來剖析展館營運概況，雙重檢視不同體制的藝術展館內部和外部的經營管理。 本研究採質性研究法，個案研究、訪談法、次級資料蒐集分析等，得到下列研究成果：一、由於體制理論的三大範疇為文化、規範、法規，奇美博物館及台南美術二館分別採行財團法人及行政法人兩種不同體制運作。兩者都擷取各自所採行體制上的優勢，如：穩定基金的運作或人事法規限制的鬆綁。二、特色經營，不論在一般企業經營管理面向或非營裡事業組織如本研究探討之藝術展館，都是提升營運績效的不二法門。奇美博物館舉辦奇美藝術獎，幫助近三百位音樂美術學生度過辛苦的學習時期，其館藏提琴質量冠居全球，也免費借予留學生學習、參與國內外音樂會和國際競賽，間接的形式是通過轉化後再做行銷推。南美二館則充分利用其現代化建築特色及區位優勢，不僅在台南市甚至推廣至全國成為知名的藝術文化景點。三、運用STP理論，以市場區隔、目標市場選擇、市場定位，兩者不管是從建築外觀、典藏品、不定期藝術策展、展館服務、組織團隊，都有其自身利基的考量，進而發展不同之策略。奇美著重打造國外氛圍，展出世界知名雕塑畫作；南美二館強調在地人文，經常持本土藝術家的藝文推廣。
All social enterprises or organizations are regulated to operate under one system, this case study is based on institutional theory to explore the operating strategy of art galleries, through the Chimei Museum and Tainan Arts Museum two cases to examine, under different systems of the organization's operating status, resources, advantages. In addition to institutional theory, this study incorporates marketing strategies and balanced scorecards to analyze the operation of the pavilion, and double-examines the internal and external management of art galleries in different systems. This study quality research method, case study, interview method, secondary data collection and analysis, etc., get the following research results: First, because the three main categories of institutional theory are culture, norms and regulations, Chimei Museum and Tainan Arts Museum, respectively, adopted two different systems of legal persons and administrative legal persons. Both take advantage of the institutional advantages they have adopted, such as the operation of the Stabilization Fund or the loosening of personnel regulations. Second, characteristic management, whether in the general enterprise management-oriented or non-camp business organizations such as the art exhibition hall discussed in this study, are the only way to improve the operating performance. Chimei Museum held the Chimei Art Prize, to help nearly 300 music and art students through the hard study period, its collection violin quality ranked the world, but also free of charge to foreign students to study, participate in domestic and foreign concerts and international competitions, indirect form is through conversion and then do marketing push. Tainan Art Museum makes full use of its modern architectural features and location advantages, not only in Tainan City and even spread to the country to become a well-known artistic and cultural attractions. Third, the use of STP theory to market segments, target market selection, market positioning, whether from the architectural appearance, collections, irregular art curatorial, pavilion services, organizational team, have their own niche considerations, and then develop different strategies. Chimei focuses on creating a foreign atmosphere, exhibiting world-renowned sculptures, and the Tainan Art Museum emphasizes the humanities in the land, often holding the art of local artists to promote. |
