| dc.description.abstract | 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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