89年南區終身學習節活動之行銷探討

The Study of Marketing Strategy for 89's Southern Life- Long Learning Festival

博物館與各地區之文化中心或藝術中心皆屬負有教育功能的社教機構，然而在時代的變動下，博物館要面對內在的經費縮減，外在須與各種娛樂休閒事業共同爭食市場大餅的競爭壓力下，因而對「人」的關注便成為其營運的重點之一，如何吸引「人」主動參與活動，行銷的運用便被提出與採用。本研究選定「2000社教機構終身學習節──和平與和諧」系列活動為研究對象，以問卷調查方式蒐集參與活動之民眾，對本次活動行銷相關問題之意見，作為探討本次活動行銷策略之依據，而調查結果可提供予社教機構未來行銷規劃時之參考。

In the history of museums' development, museums' first open to public was in nineteen century, and until the beginning of twenty century the educational concept became major function of the museums, then followed by the idea of community involvement. Not until the end of twenty century, the introduction and the practice of marketing turn into the new focus of museums' operation. To cope with the changes m the social environment, the functions of museum had been extended to communication, tourism, and marketing from the tradition such as collection, conservation, display and education. The concept of marketing has been adapted and valued seriously by the museums mainly because of the worldwide environmental changes (shortage of financial subsidies, competition of leisure business) in 80's and its responsive strategy museums must take. In Taiwan, marketing concept has just been implemented by museums in recent ten years. While encountering the competitiveness m the twenty - first century, museum itself must follow the movement in the new era to improve its competitiveness and to win customers' favor over entertainment business, media, and other museums. How to enhance the competitiveness of museums ? The utilization of marketing might be a feasible way.