談博物館附設圖書館館藏行銷──以國立故宮博物院南部院區附設圖書館為例.

A Discussion on Collection Marketing in Museum Libraries: A Case Study of the Library of the Southern Branch of the National Palace Museum

現代博物館開始著重教育功能的提升，博物館附設圖書館除支援母機構營運功能外，亦跟隨母機構承擔起社會教育責任，對於參觀公眾之教育與學習，使其能有機會接觸藏品資訊與獲取知識扮演關鍵角色。作為博物館內學習中心，如何提昇營運績效，推出適合參觀公眾的服務與活動，需要多樣而有效的館藏推廣行銷策略。本文探討博物館附設圖書館推廣行銷方式及發展歷程，以國立故宮博物院南部院區圖書館歷年行銷與推廣之策略，與科技設備及網路媒體之書展實例，及近年規劃的情境式主題書展等為例，提供博物館附設圖書館規劃行銷方案之參考。

Modern museums have increasingly emphasized the enhancement of their educational functions. As a supportive operational unit, the museum-affiliated library inevitably shares the social educational responsibility of its parent institution. Beyond supporting the museum’s operations, supporting and facilitating public learning by providing access to collections and knowledge resources is critical. As the learning hub within the museum, improving its operational performance and offering services and activities tailored to visitors requires diverse and effective marketing strategies for promoting its collections. This article explores the marketing approaches and development process of museum-affiliated libraries. Using the National Palace Museum Southern Branch Library as a case study, this study examines its marketing and outreach strategies over the years, including exhibitions that incorporate technological tools and digital media, as well as recently developed thematic exhibitions designed with immersive scenarios-providing a reference framework for marketing planning in museum-affiliated libraries.