地方博物館群推動策略聯盟發展整合行銷之契機與困境：以宜蘭縣博物館群為例

The Opportunities and Difficulties for Local Museums to Promote the Strategies and Methods of Developing Integration of Marketing：Taking Yilan County as the Case Study

隨著文建會「一鄉一館」政策的推動，台灣各地方大大小小主題性、地方性，甚至是類博物館形態的博物館，如雨後春筍般紛紛萌芽，這股風氣的形成，亦將台灣帶入一股「新博物館運動」的潮流；然而正當這些深具地方文化特質的博物館，如火如荼地在台灣各地方展開之際，卻面臨到「永續經營」的問題，如何將現有的文化資源作有效整合、推廣、教育、開發、行銷…等等工作，反而是這些博物館面臨的考驗。而在這一波博物館產業化的過程當中，網絡狀的「博物館群」發展，已成了必然的發展趨勢，因此本研究以「策略聯盟」的理論為基礎，結合「博物館行銷」的概念，提出地方博物館群發展整合行銷之策略與方法；並進一步以「宜蘭縣博物館群」為案例，剖析其發展的型態；最後並提出兩點結論：1、地方博物館群之策略聯盟方式包含「供銷聯盟」、「同業非競爭聯盟」、「同業競爭性聯盟」、「異業聯盟」等四種形式；2、地方博物館群之整合行銷方法包含了：形象建立及品牌識別、廣告、公眾關係、直效行銷、促銷等五項方法。

Many local museums with various sizes and subjects as well as quasi-museums have been prosperously developed in Taiwan after the Council for Cultural Affairs promoting the policy of “One Museum in One Village.” A tendency of “new museum movement” thus seems to be formed in Taiwan. However, as those local characterized museums develop, issues about “sustainable development,” including integration of resources, marketing, and cooperation with each other, become challenge. Since network-liked museum groups have been gradually developed due to this trend, this study, taking Strategy Alliance Theory as its base and combining with concepts of museums marketing, aims to propose the ideas about integration marketing for local museums. Two conclusions have been drawn by taking museum groups in Yilan county as subjects for analyzing. First, the strategy alliance of local museums includes procompetitive alliance, noncompetitive alliance, competitive alliance, and precompetitive alliance; and second, methods of integration marketing for local museums include image and brand building, advertising, public relations, direct marketing, and sales promotion.