博物館行銷公關－－以國立科學工藝博物館達文西特展為例

Museum's Marketing and Public Relation - A Case Study of Special Exhibition 'Leonardo do Vinci: Scientist Inventor Artist' in National Science & Technology Museum

一九八○年以來，企業在質務上結合公關與行銷，整合為行銷公關（MPR）的觀念。以博物館來說，公關行銷的工作，在於製造良好的形象，吸引觀眾參觀，並使他們滿意。本文以達文西特展為例分析博物館的行銷公關工作。

Since 1980, enterprises realized that promotion is not the best way of marketing, and further realized the importance of public relation. Since then, marketing and public relations became significant for each other in practice, this concept had then been processed further called Marketing Public Relations (MPR). For museum, the purposes of public relations marketing are shaping its images, attracting public to visit, and achieving customer satisfaction. Public relation for museum is task-oriented, and aims to create the greatest profit and get maximum external resources with minimum cost. This can be done by the utilizing public relation to serve different individual group with their particular needs and purposes base on the cost and financial consideration.