博物館行銷會員制之實作研究

A Realistic Look at Museum Members Clubs (Synopsis)

在現今瞬息萬變的資訊社會中，博物館將面臨政府逐年經費預算縮減及其他文教休閒娛樂機構的競爭。為使博物館永續經營，除了提昇經營管理效率外，在人力、物力、財力上尋求社會資源亦是必然趨勢，其中最直接有效，且廣為國外博物館界所利用的社會資源之一為會員制度（或稱博物館之友）。國外博物館會員制度已行之有年，但對國內而言仍尚處於雛形的階段，因此本文透過行銷四P的運用，彙整國立科學工藝博物館所做之一系列問卷調查結果及國外博物館推行會員制的經驗進行分析討論，希望藉此建議提供國內博物館從業人員規劃及推廣會員制度的參考， 使博物館的時代使命及社教功能得以充分發揮。

A museum is a non-profit organization which must take the whole of the the community into consideration in the services it offers. In order to achieve efficiency and high-quality service it is necessary to examine the mission of the museum, the overall environment and how it has developed, and the resources that are available to the museum. These can then be used to accurately determine the most suitable target market and offer more efficient service to the public. Since a museum faces many kinds of pressure from competition in the market it must strive constantly to improve the quality of services offered by employing effecting marketing methods. This calls for a proper marketing mix, which means the right balance of tools that can be used to meet the needs of the public, tools which can be classified according to the four Ps: product, price, place and promotion.