博物館整合行銷傳播研究──以國立科學工藝博物館「戀戀煙塵特展」為例

An Application of Integrated Marketing Communication in Museums - A Case Study of the Special Exhibition 'Taiwan Railway Festival' in the National Science and Technology Museum

在行銷實務上，由於廣告的效果降低，公關、促銷、直銷等其他傳播工具的利用增加，整合的觀念取代傳統廣告在行銷的地位，進而產生整合行銷傳播的觀念。身為非營利社教機構的博物館，在理念與營收的雙重考量下，也十分適合使用整合行銷傳播。本研究以國立科學工藝博物館「戀戀煙塵特展」為例，檢視其整合行銷傳播計劃的成效，發現公共關係，尤其是傳播媒體在博物館行銷是否成功具有影響力。 Since 1980, enterprises realized that commercials are not the best method of marketing, and further discovered the importance of other marketing tools. Since then, the practice of integrating marketing tools has become significant. This concept has then been processed further and is now called Integrated Marketing Communication （IMC）. The concept of IMC can also be applied to a non-profit organization like a museum. This research takes the Special Exhibition 'Taiwan Railway Festival' as a case study to analyze how a museum applies IMC in practice. It further compares the results with the Special Exhibition 'Leonardo da Vinci: Scientist Inventor Artist' held two years ago. The research finds that public relations, especially in the communication media, is very influential in the successfulness of museum marketing.

Since 1980, enterprises realized that commercials are not the best method of marketing, and further discovered the importance of other marketing tools. Since then, the practice of integrating marketing tools has become significant. This concept has then been processed further and is now called Integrated Marketing Communication （IMC）. The concept of IMC can also be applied to a non-profit organization like a museum. This research takes the Special Exhibition 'Taiwan Railway Festival' as a case study to analyze how a museum applies IMC in practice. It further compares the results with the Special Exhibition 'Leonardo da Vinci: Scientist Inventor Artist' held two years ago. The research finds that public relations, especially in the communication media, is very influential in the successfulness of museum marketing.