以事件行銷活化檔案價值──以國立清華大學為例

Event Marketing Strategies Applied in Archival Activities: The Case of National Tsing Hua University

本研究以事件行銷的策略應用於活化檔案業務，並以國立清華大學（以下簡稱清華大學）檔案應用為研究對象，先說明清華大學在建校過程中的特殊歷史背景，再探討事件行銷與檔案應用的相關性作為主要研究內容，最後分析清華大學復校時產生了許多具獨特性的珍貴檔案文獻，透過學校檔案管理人員的整理及維護，將此重要的文獻資料加以運用並行銷，提供瞭解清華大學創校及發展過程，同時期許未來能從檔案應用的過程中得到更多的效益與成就，促進校內、外的互動，凝聚清華人共同記憶與情感，創造檔案應用之最高價值。

This article introduces the experience of National Tsing Hua University on the application of event marking to raise the value of archival materials. One part introduces the history of the university to address the unique background of Tsing Hua and its historical materials. The following part discusses the connection between event marking and archives and the application in access services. The last part demonstrates the preservation and arrangement of the valuable documents and the practice of the application of even marking strategies on archival activities. It is suggested that the access service and participation can help the university community foster engagement with the general public to assist them learn about the development of Tsing Hua and construct the collective memories.