博物館營運架構與比較-以美國自然歷史博物館與國立故宮博物院為例

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Title:	博物館營運架構與比較-以美國自然歷史博物館與國立故宮博物院為例
Authors:	廖柏威;Bo-wei Liao
Contributors:	資訊管理研究所
Keywords:	行銷;博物館;營運架構;數位化;marketing;museum;operation structure;digitalization
Date:	2011-07-13
Issue Date:	2012-01-05 15:11:40 (UTC+8)
Abstract:	在數位科技及網際網路快速發展的21世紀，博物館如同其他領域，順應時代潮流，有劃時代的發展。現今的博物館，除了典藏品的蒐集，更提供了多樣性的活動，例如:研究、展示、教育、休閒育樂等等活動，滿足顧客需求。過往文獻中，大多從實體角度分析博物館營運活動，缺乏從數位化的角度討論上述多樣性功能活動；再者，博物館雖為非營利組織，不代表不能用營利組織之行銷理論分析博物館活動，因此，本研究分析博物館虛實整合之多樣性功能，發展博物館營運架構，希望提供博物館經營者在營運時有一個參考的依據。本篇論文以美國自然歷史博物館與國立故宮博物院為例，透過博物館內部與外部行銷，由內部研究員與外部觀眾的角度出發，運用一連串的行銷理論(SWOT、STP、4P搭配4C理論，ICDT虛擬空間)，以Bradford的博物館營運架構為基，分析兩博物館在博物館經營、與贊助者關係的經營與博物館館譽經營三構面中，實體與數位化的多樣性活動，並且發展各自之營運架構。接著將兩個案於上述三構面中進行綜合比較。國內個案，透過與故宮研究人員進行深入訪談，修改原來故宮之經營架構，發展出可供各博物館參考之一般性營運架構。研究發現，在博物館營運構面中，宗旨、工作人員、藏品、展覽計畫、教育、商店為重要營運構面；與贊助者關係的營運構面中，贊助者、董事/委員會、主管當局為重要營運構面；在博物館館譽經營中，媒體、地方社區、即時新聞、觀光團與戶外推廣為重要營運構面，博物館經營者應特別注意這些構面活動。此外，針對博物館特性給予建議，若博物館類型屬於自然科學、野外考察等與戶外接觸較為頻繁，且人力資源充裕之私人博物館，可將探索旅遊與研究結合，派遣博物館研究員和當地嚮導合作，帶領觀眾進行戶外探索，增加博物館休閒育樂功能。若博物館類型為蒐藏古文物、藝術品、精品等文物博物館，可結合典藏、展覽、教育，打造文創環境，或是發展文創加值活動。期許台灣博物館能以國內外博物館成功經驗為借鏡，藉由數位科技日趨成熟的優勢，邁向博物館理念實踐的嶄新紀元。 With the rapid growth of the Internet and the digital technology, museums similar to other disciplines have a very advanced development which are different from past decades. Museums nowadays provide not only exhibitions for visitors but also provide various activities to keep satisfying visitors, such as research, expo, education, recreation, and etc. A review of prior studies indicates that most of them focus mainly on the idea of physical perspective, while they offer no discussion about multiple activities on the perspective of digitalization. In addition, since museums are a non-profit organization, it is inappropriate to apply marketing theories to analyze those non-profitable activities. Thus, the main purpose of this study is to identify multifunctional characteristics of museums using the click-and-mortar perspective, so as to contribute to the advancement of museum operations as well as managements. Two museums were used as our research subjects, domestically National Palace Museum and internationally America Museum of Natural History. The marketing analyses were conducted to understand digitalized and physical activities in each museum, including SWOT, STP, 4P, 4C, and ICDT. The Brandford’s museum infrastructure was applied to analyze the three dimensions of both museums with respect to physical and digital diversities. including operation, sponsorship, and reputation. As for the comparison for the three dimensions, internal researchers and external visitors were served as core concepts to generate diverse operation structures for both museums. The outcomes will be the case study comparison of those marketing analyses including similarities and differences among them. As for domestic case, an in-depth interview with researchers was conducted to modify the original infrastructure and to develop a referable one which is generally applicable for domestic museums. The findings indicate that mission, staff, antiques, exhibitions, education, and stores are important dimensions for the museum operation. With regard to the sponsor relationship, sponsor, trustee/committee, and authority, are of great important dimensions. In the aspect of museum reputation, media, local community, real-times news, tourists, and outdoor promotions are essential to the operation. Managers are recommended to pay their attention on these dimensions. Finally, several managerial implications are provided. We believe that our findings are useful for museums operating and categorizing their activities. Specifically, Taiwan’s museums can learn the successful experience from international museums, using the advantage digital technology to accomplish the new era of museum practices.
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