台灣博物館之整合行銷傳播初探

A Study on Integrated Marketing Communication at Museums in Taiwan

在現今競爭劇烈的時代下，企業積極運用各種行銷策略成功的將商品及服務銷售給社會大眾，以增加其營收及品牌知名度。對於隸屬於非營利組織當中的博物館而言，由於近年來國內博物館數量的快速成長與展示主題內容的重疊性愈加明顯，而呈現出同業間的競爭也相對劇烈，加上博物館在經費、人力、資源不足，且還須自負盈虧的情況之下，博物館行銷已是刻不容緩的課題。整合行銷傳播（Integrated Marketing Communication, IMC）為博物館行銷帶來了重要性的新思維，整合行銷傳播訴求以各種多元行銷方式來達到資源整合進而創造組織最大綜效。博物館可以藉由整合行銷傳播策略做一資源的整合，並透過多重行銷管道將攸關博物館的經營理念及最新訊息傳遞給社會大眾，藉此增加博物館活動的曝光率，以建立良好的品牌形象，創造品牌知名度進而吸引更多人潮的參訪，此為本研究的研究動機與目的。本研究藉由Burnett& Moriart （1998）所提出之整合行銷傳播模式為理論基礎，結合黃玫菁（民91）之非營利組織整合行銷傳播架構，擬定適合博物館整合行銷之架構圖，並針對國內當前博物館在推行整合行銷傳播的狀況及實施整合行銷策略上之具體做法進行深入的探討及分析，希冀做為日後相關單位推動整合行銷策略之參酌。

Due to fierce competition enterprises have employed various marketing strategies to make their profits as well as to gain brand recognition by promoting their commodity and services to their customers. A rapid increase of non-for-profit museums in Taiwan has caused overlapping of display topics and exhibit contents and increased competitions. In addition to expenditure, personnel and resources, museums are responsible for their own profits and deficits in operations. The topic of museum marketing should be immediately brought to attention. Integrated Marketing Communication （IMC） has come up with new and important ideas for the museums. IMC tends to multiply marketing strategies in order to systemize the resources and to create the greatest effect. Museums can adapt this IMC method to organize their resources and pass the message about this business concept and updated information to the public through multiple marketing strategies. The motivation and the purpose of this research aim to establish an excellent format to attract the public with frequent activities and exposures. This research is conducted by adapting the basic theory of IMC model contributed by Burnett & Moriart （1988） and combining the structure of not-for-profit IMC to plan appropriate integrated marketing strategies for museums. It investigates and analyses concrete implement and execution of different integrated marketing strategies at museums in Taiwan.