資訊消費者類型與博物館展示策略

Types of Information Consumers and Strategy of Exhibition in Museum

典藏、研究、教育、展示為博物館四大主要功能。回顧博物館演進史（王蕓瑛，民90），此四大功能各在不同時期，扮演著重要之主導角色。博物館行業開始之初，係以典藏功能為核心，重點在保存而非分享。博物館是少數上流社會、知識階級，以及資本家的專利品。隨著典藏品數量與種類之持續增加，其做為研究工具或歷史證據之功能性逐漸凸顯，分享之需求逐漸擴大，博物館得到更多人的青睞與重視，文藝復興時期逐漸轉變成民眾精神生活所託的社會公器。博物館之市場基礎，由小眾漸次擴張成大眾。之後，以美國為主的新興國家遂將博物館定位為文化或教育機構，社會教育功能於是彰顯為博物館之核心要務，政府補助或私人捐款為博物館營運之主要經費來源。

The core product in museum is exhibition; exhibition is the information and its visitors are information consumers. Exhibition means telling a story. How to tell a story, its composition and strategy has to be considered carefully, so that it can be attractive, impressive, absorbing, reverberating and wide spreading. A well-planned story includes the method of description and design strategy; the prerequisite element is to understand the audiences. Based on the features description and categories of new products and innovated objects in the study of marketing, the museum visitors have to be re-defined and classified. There are five types of information consumers, i.e. collector, connoisseur, admirer, merriment participant and visitor without emotion. According to theory of created adoption and spread procedure, the main function features of analyzed exhibition in proportion to various types of consumers are the key points of attraction. In accordance with the result of analysis, exhibition strategy, direction , and exhibition concept development for diverse exhibition schedules will be proposed.