博物館自策特展行銷之探討：以「咖啡世界特展」為例

Marketing of Museum Self-curated Exhibitions : A Case Study of Coffee World Exhibition

被視為博物館行銷利器的特展，因外在競爭環境及政府預算逐年縮減策展經費，又必須創造營收等壓力之下，不得不重新審思現況種種的劣勢、威脅及善用優勢與機會。而藉由博物館社會教育形象與專業，以及配合現有的體制等，爭取外部資源，即以跨域加值概念整合相關外部資源，來創造出不同以往的策展方式及行銷策略等。本文以國立科學工藝博物館首次自策收費的「咖啡世界特展」為例，從行銷觀點，提出為博物館創造營收與帶來永續經營契機的可能性作法，如引進及善用外部的展示資源、人力，打破既有行銷模式等新的思維及作法。

Museum special exhibition is considered powerful marketing weapon, due to external competitive environment and the government budget to reduce curatorial funds each year, and the need to generate revenue and other pressure to re-examine the status of thinking all sorts of weaknesses, threats and make good use of the strengths and opportunities. By refining the image of the museum community and education, as well as with the existing system, many museums incorporate external resources into their operation, namely the concept of cross-border integration of related value-added external resources to create different kind of curatorial and marketing strategies. The author took the first charged self-curated 'Coffee World Exhibition' as an example to propose suggestions for revenue generation which help to bring sustainable opportunities and new external resources for the museum.