平面媒體報導2010年世界博覽會之行銷傳播概念探討──以《az TRAVEL》為例

Marketing Communication Concepts in the Print Media Reports Regarding the 2010 World Expo: Using “az TRAVEL” as an Example

博物館是匯聚文化產物與文明薈萃所在，博覽會是行動博物館的一環，亦是將文化行銷全球的亮點。2010年匯聚世界各地觀光人潮於世界博覽會，締造輝煌的參訪紀錄，成功因素之一，在於透過無遠弗界的媒體報導。因此，本研究之目的在於探討主題報導2010年世界博覽會之平面媒體《az TRAVEL》第八十八期的內容中具有行銷傳播的概念。本研究方法採質性研究法，研究結果歸納出博覽會的主展館、各國自建館與博覽會周邊三種層面的行銷傳播概念，期能將媒體報導博覽會的效應運用於博物館的行銷策略。

Museums are places where products of cultures and civilizations are collected and showcased. Expositions are a collection of mobile museums providing a temporary spotlight on these products. In the 2010 World Expo, tourists from all over the world set a new visiting record. One of the reasons behind the success was the undeniable influence of the media reporting. This study aimed to explore the contents of the feature reports from the print medium “az TRAVEL” regarding the 2010 World Expo relating to marketing communication. Qualitative research methods were used and this study summarized the effects of marketing communications concepts based on the findings. The expected outcome of this study was to be able to apply the findings from the analyses of the media reports regarding the World Expo to the marketing strategies of museums.