博物館出版行銷之策略分析

An Analysis on the Marketing Strategy of Publishing in the Museum

博物館是個文化市場與文化行銷之地，擁有各項豐富資源，透過出版媒介，博物館的資源才能留存、散播，成為博物館創造知識的重要途徑。但是否能被所有觀眾了解並使用呢？正如博物館行銷的難題一般，在多元知識與媒體競爭的時代，任何一種行銷方式都無法達到與廣大群眾直接溝通的效益，出版媒體亦是如此。所以如何擬定具體可行的行銷策略，乃是出版行銷的重要課題。本文先就功能、特質、類型、傳播方式與成本效益各方面分析博物館出版品：再就Mclean提出的博物館行銷五因子的特殊情境下來定位出版，使其成為具體可行且重要的行銷利器。最後從市場區隔與組合行銷的觀點來思考出版行銷的具體策略，搭配博物館行銷，將博物館文化資訊及出版服務完整地提供給民眾。

The museum is a cultural marketing center with a multitude of resources. With the help of the publishing media, the museum's resources are sustained and distributed, making the press an important channel for the museum to promote knowledge. But can the information be understood and fully utilized by the viewing public? In this era of constant competition among multi-variant information and media, there isn't a single marketing technique that can communicate directly and effectively with the broad masses. Museums face the same problem in marketing, and so does the publishing media. Therefore, drawing up a feasible marketing strategy is the main issue of discussion for marketing publications. This article first analyzes the publications of the museum in terms of function, characteristics, type, mode of propagation, and cost efficiency, then structures them on the five factors of museum marketing proposed by Mclean, before moving on to positioning the publications according to the distinguishing features of each factor, so that each publication becomes a practical and important marketing weapon. Lastly, from the viewpoints of market segmentation and combined marketing, this article considers the actual strategy in publication marketing that can be applied along with museum marketing in presenting the museum's cultural information and publishing services as completely as possible to the public.