國立科學工藝博物館社會資源與行銷之結合－－以「感性的科工」為主軸探討

The National Science and Technology Museum as a Social Resource: Presenting 'Science and Technology with Feeling'

本文內容主要在介紹布拉福特的博物館行銷理論，並嘗試將社會資源與此行銷理論結合，以便了解博物館在行銷各項工作進行階段所能運用的社會資源。以本館常態性的行銷活動──「感性的科工」音樂會為主軸，從社會資源結合行銷的理論，著手探討本館行銷工作之成效，及本館運用社會資源之現況，最後針對現況，提出本館力有未逮之處，及未來行銷工作之努力方向，供讀者參考。

One. Combining Brafford's MuseumMarketing Framework with Social ResourcesBrafford explains that marketing for museums is different from regular commercial marketing. He notes that activities alone are not sufficient as a marketing strategy for museums; as he points out, 'museum marketing forms part of the way an institution is managed.' Three things are crucial to successful marketing of a museum. These are (1) management of the museum; (2) management of the museum's reputation; and (3) management of the relationship with patrons. As Figure 1 shows, the curator in Brafford's framework plays a central role in the marketing system for the museum, in a position which supports the three parallel lines.