博物館特展策略之探討：以國立科學工藝博物館為例

Strategies for Museum Special Exhibition: A Case Study of National Science and Technology Museum

特展可以為博物館開拓外部資源、提供多元的主題與手法，吸引不同觀眾族群等，是博物館的行銷利器。惟近年來環境急遽變化的影響，博物館遭遇資源日漸窘困及龐大市場競爭的壓力，多少偏離了博物館應有任務與價值；而能及時省思當前種種劣勢及威脅，善用優勢及機會，並以新思維對應，必能再創造出新的價值。本文以個案為例，了解現有特展形成方式及策展過程，並藉由現況的檢視分析，以及問題探討與整理，提出：建立特展的品牌、累積特展的資源、以特展開發多元觀眾等的因應對策。期藉由適當特展策略的規劃，讓質與量同時邁進，為博物館帶來新契機。

Museums' special exhibitions can explore external resources to provide diverse themes and tactics to attract different audiences, which is museum's marketing tool; but in recent years, rapid changes have been affecting the environment, which made museums suffered from predicament and huge competitive market pressures, which somewhat deviated museums from their proper task and value. How to reflect present weaknesses and threats, and use the advantages and opportunities to make strategic planning of new thinking are certainly helpful to create a new value. This paper attempted to use cases to discuss ways and processes of forming special exhibitions, and by analyzing their current status and problems to propose strategies for establishing brands, accumulation of resources and develop multiple audiences for such. By planning proper strategies for special exhibitions, it brings not only new chances for museums, but also help to improve their quality and quantity.