台灣地區博物館出版品行銷策略之探討

Research of the Marketing Strategies of the Museum Publications in Taiwan

「博物館的出版品」呈現美學性、視覺性、整體性、空間性、時間性、歷史性、藝術性、娛樂性、資訊性等等的特點，散發出與其他出版品不同的特殊風格與特色，成為民眾陶冶心性的最佳選擇。因此博物館出版品行銷便成為博物館行銷中重要的一環，也成為博物館行銷中的重要運作機制。面對這個多元知識與多元競爭的時代，如何將出版品行銷擬定策略，完整的向公眾推廣博物館資訊及文化服務，已成為博物館在出版品行銷推展上非常重要的課題。調查國內主要博物館與美術館對於博物館行銷策略的看法，了解到各館對「出版品行銷」均有其積極努力的目標，展現出國內博物館企圖開拓博物館經營之生機，更為保存文化資產而再接再厲。

The museum publications have the characteristics of aesthetics, entirety, spatiality, timeliness, historicity, artistry, entertainment, information, which present different styles and characteristics than other publications. For this reason, marketing strategies of the museum publications are important parts at museum marketing strategies, which are also considered as important operational issues. In this age of diversity in knowledge and competition, it has become an important issue to draw up the marketing strategies of publications to promote complete information and cultural services to the public. The result confirms that museums have taken the initiative to the marketing of publications. Domestic museums also show an attempt to enlarge the dimension of museum management. It also contributes to the preservation of cultural heritages.