博物館出版品行銷策略之研究

Abstract

由於「博物館的出版品」呈現美學性、視覺性、整體性、空間性、時間性、歷史性、藝術性、娛樂性、資訊性等等的特點，散發出與其他出版品不同的特殊風格與特色，成為民眾陶冶心性的最佳選擇。因此博物館出版品行銷便成為博物館行銷中重要的一環，也成為博物館行銷中的重要運作機制。面對這個多元知識與多元競爭的時代，如何將出版品行銷擬定策略，完整的向公眾推廣博物館資訊及文化服務，已成為博物館在出版品行銷推展上非常重要的課題。

本研究針對研究問題設計問卷內容，調查國內主要博物館與美術館對於博物館行銷策略的看法，並做問題的整理與分析。結果呈現國內博物館對出版品行銷策略的擬定均持肯定的態度，對「出版品行銷」，亦有其積極努力的目標。展現出國內博物館企圖開拓博物館經營之生機，更為保存文化資產所做的貢獻而再接再厲。

根據研究結果得出以下結論： 瞭解如何掌握博物館出版品價值的因素、博物館出版品行銷的重要概念及博物館出版品行銷的重要性，並提出出版品的行銷策略以及落實博物館出版品的行銷通路模式。最後列出博物館在出版品行銷上應努力的方向與目標。

根據研究結論提出以下建議： 掌握博物館整體的方向與特色、博物館出版品必須有效掌握出版時效、正視博物館行銷策略的重要性、博物館必須設立公關行銷組織、積極爭取異業結盟行銷、政府應該支持博物館暢銷的出版品再版印製、讀者服務的深化、文化商店可規劃推出具主題性的博物館出版品，以利行銷。

The museum publications have the characteristics of aesthetics, entirety, spatiality, timeliness, historicity, artistry, entertainment, information, issuing different special style and characteristic with other publications. It is a good choice to cultivate the heart for public. For this reason, marketing strategies of the museum publications are an important part at Museum marketing strategies, as well as an important operational issue. In this age of diversity in knowledge and competition, it has become an important issue to draw up the marketing strategies of publications and present a complete information and cultural service to the public.

This research aims to investigate the viewpoints of domestic museums about marketing strategies. The Result confirms that museums have taken the initiative to the marketing of publication. Domestic museums also show an attempt to enlarge the dimension of museum management. It also contributes to the preservation of cultural heritages.

According to result of research, we propose the following conclusion: We understand the factors of the value of museumpublication, important concepts of publication marketing, and the importance of museum publication marketing. We propose strategies of publication marketing and suggest possible outlets of consolidating publication marketing. Finally, We draw up objectives and directions of museum publication marketing.

According to the result of research, we propose the following suggesting: We must grasp the direction and character of museum; the museum publication have to steer publishing time; and we need to face important marketing strategies of the museum publications; it also has to establish public relations division; we must strive for marketing with different business alliance; the government should support good publications reprint; we must strengthen the reader’s service; it is useful to set up museum culture shops to plan thematic publication for readers.