博物館在地區行銷中所扮演的角色與功能

The Role and Functions of Museums in Regional Marketing

近年來在政府積極推動社區整體營造之下，社區、都市、地方上的發展也成為在推動地方經濟上日趨重要的課題，強化地方特色、帶動地區產業、推動地方經濟、塑造都市形象都是當前必須著重的要點，其中博物館在低區行銷中扮演著什麼樣的角色，及與如何運用其博物館自身的功能、特色、吸引力、地區形象來吸引更多人潮帶動地方觀光產業，博物館是否為推動地區行銷重要性的一環，都是值得研究探討的議題。本研究藉由Philip Kotler等人（1993）的地區行銷理論與Ralph M. Kramer（1981）的非營利組織的角色與功能及Joseph Veach Noble（1985）所提出的博物館功能進行深入探討，提出博物館在地區行銷中所扮演角色與功能的分析及運用，藉此了解博物館在地區行銷當中的重要性，做為日後政府在推行地區行銷及博物館在規劃整體營運、擬定行動方案上的參考方針。

In recent years the government has been actively encouraging and driving regionally integrated construction and development. The development of communities, towns, and cities has become an increasingly important issue in the development of the regional economy. The present emphasis has been on highlighting regional characteristics, the stimulation of regional industry growth, and the building of city image. In particular, some very good topics for further investigation are the role and the importance of museums in regional marketing, and how to bring more tourists to stimulate the regional travel industry in functionality, features, attractions, and the regional image of museums. In this article, we provide extensive and comprehensive investigation on the issues of museum functionality, which has been brought up in marketing theory by Philip Kotler et al. in 1993, and the role and functionality of non-profit organizations by Joseph Veach Noble in 1985. We present a comprehensive analysis and application of the functional roles of museums in marketing in order to better understand the importance of museums in marketing. Our results can also be a very useful reference for the government for marketing, integral operation planning, and scenario drafting of museums.