國立海洋生物博物館的網路行銷研究

Internet Marketing Research in National Museum of Marine Biology and Aquarium (NMMBA)

臉書是當今最大的社群網站，海生館在2011年也設立粉絲專頁，開始透過臉書舉辦網路活動以募集粉絲，並進行海洋相關知識的教育推廣，讓館方在展場之外也能經由網路進行訊息及知識的傳遞。多年來活動的方式主要是透過贈品及抽獎的方法來吸引粉絲的參與，而張貼內容多屬靜態的圖像及文字，2014年起館方開始張貼動態的海洋生態影音短片。本研究比較海生館的活動粉絲團「Hello!海洋」的一般貼文、活動贈獎貼文、一般影片和生態影片四種形式所引發網友回饋的差別，並利用克－－瓦二氏檢定進行統計分析，結果顯示以海洋生物為主的生態影片貼文，其對觸及人數、按讚分享留言等互動行為，以及點擊率上，其效果相當顯著，高於一般貼文和一般影片貼文，且與需要花費經費辦理活動的活動贈獎貼文效果相同。重要的是活動贈獎貼文受語言及地域的因素，其影響範圍侷限在台灣本地，而生態短片在臉書上的散播是跨國界且迅速，粉絲專頁7天內的按讚數來源共來自世界各地31個國家，這些區域包括亞、澳、美洲等地主要國家，以及歐洲及非洲的部分國家。

Facebook is the biggest social networking websites today. NMMBA set up a fans page from 2011 and start to raise fans by organizing online events. In addition to the physical exhibition to inspire marine education-related knowledge, the museum is also expected to communicate the public through the network. The contents of online activities were mostly static images and short essay for years, and attract fans mostly by giving gifts or drawing lots. Then, NMMBA began to promote marine ecology with video clips of from 2014. This research compared the user's feedback of four activities of generally posts, event posts of the prize lot, general movie and ecological movie from the fans page 'Hello Ocean!” of NMMBA, and using Kruskal-Wallis One Way Analysis of Variance on Ranks for statistical analysis. The results showed that the effect of ecological movie is significant, in the number of total reach, like and feedback posts, as well as its hit number, higher than the general posts and film. Moreover, they are all similar to the marketing campaigns with high-value commodities. However, the prized activities were limited by language and geographical factors that can be held in Taiwan only. On the other hand, the ecological movie on Facebook is quick and widespread without border. The “like” number of fans were collected in 7 days, they come from 31 countries around the world, including major countries of Asia, Australia, America, and some countries in Europe and Africa.