| 摘要: | 本文主要在研究博物館文化商品發展模式以及交易平台經營模式，前者包含產品、定價、推廣與通路四個構面，後者除了前述四構面外再加上願景、宗旨與目標以及組織架構兩構面，目的在探討博物館該如何發展交易平台中文化商品以及如何經營交易平台，並建構文化商品發展上以及交易平台經營上相關命題。採用個案研究法，以美術館類的美國紐約大都會藝術博物館、歷史博物館類的台北故宮博物院以及自然史博物館類的美國自然史博物館作為研究對象。在了解博物館文化商品的種類、來源、定價、推廣以及通路後，探討博物館的文化商品發展與交易平台的經營模式，並比較模式間的異同以及對博物館營運的助益或衝擊。 研究結果推論出三十一個命題：文化商品發展模式包含產品二個、推廣二個、通路二個；文化商品交易平台經營模式包含願景、宗旨與目標三個、組織架構三個、產品十三個、推廣三個以及通路三個。研究貢獻包含五點：建立文化商品發展模式、建立交易平台經營模式、推導文化商品發展模式命題、推導交易平台經營模式命題及找出國內外博物館在發展文化商品時共同重視的因素。 After literature review and comparison, the research conducts museum culture commodity development model and business model of museum culture commodity trading platform. Museum culture commodity development model includes four dimensions, which are product, price, promotion and place. Business model of museum culture commodity trading platform includes vision, mission and goal, organizational structure, product, price, promotion and place. The purposes of this research are how to develop museum culture commodity, how to operate trading platform and get some propositions about these two model. The research adopts case study method and content analysis to discuss three museums - The Metropolitan Museum of Art, New York, American, National Palace Museum and American Museum of Natural History. After analysis, culture commodity development model gets four propositions: two in productions, two in promotions and two in places. Business model of museum culture commodity trading platform gets twenty five propositions: three in vision, mission and goal, three in organizational structures, thirteen in productions, three in promotions and three in place. The research contributions include conducting culture commodity development model and business model of museum culture commodity trading platform, getting propositions about culture commodity development model and business model of museum culture commodity trading platform, and find museum critical points of developing culture commodity no matter the museum is internal or in foreign country. |
