博物館特展之策略體驗模組研究： 以「康熙大帝與太陽王路易十四－中法藝術文化的交會」 特展為例

• Main Authors: 蔡侑庭, Tsai, Yu Ting
• Language: 中文
• Published: 國立政治大學
• Subjects: 顧客滿意度; 顧客忠誠度; 體驗行銷; 體驗價值; 特展; 故宮
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0098453010%22.

故宮博物院的藏品數量及參觀人數都讓人驚艷。然而，過往故宮的經營側重於文物的珍藏功能及研究功能，未注重與大眾的溝通及育樂功能，對國內民眾而言，故宮陌生且遙遠。為拉近與民眾距離，故宮近年做了很多改變，其中包含與媒體舉辦限期且主題特殊的大型特展。 　　本研究以故宮在民國百年之年度特展《康熙大帝與太陽王路易十四－中法藝術文化的交會特展》為研究為例，訪問參觀過特展且使用導覽設備的觀眾，探討「策略體驗模組」、「體驗價值」、「顧客滿意度」及「顧客忠誠度」彼此之間的關係，並以研究成果為基礎，提出未來故宮舉辦此類特展的行銷策略建議。 　　本次研究兼含量化問卷及質化深度訪談。研究方法採用描述性統計、皮爾森積差相關分析、T檢定、迴歸分析等研究方法。 　　本次研究的結果如下： 1. 針對特展的舉辦提出五項行銷策略建議 2. 策略體驗模組對體驗價值具有顯著關係。 3. 策略體驗模組對顧客滿意度具有顯著關係。 4. 策略體驗模組對顧客忠誠度具有顯著關係。 5. 體驗價值對顧客滿意度具有顯著關係。 6. 體驗價值對顧客忠誠度具有顯著關係。 7. 顧客滿意度對顧客忠誠度具有顯著關係。 8. 部分人口變項，如性別、年齡、收入、教育程度等對體驗行銷、體驗價值、顧客滿意度及顧客忠誠度具有顯著差異性。 === National Palace Museum has been famous for its number of collections and the number of international visitors. However, Due to its focus on heritage preservation and research, National Palace Museum has ignored mass communication and entertainment. For many people in our country, National Palace Museum is so far away from them. To get closer to people in Taiwan, National Palace Museum has made lots of efforts over the past years, including holding special exhibitions. A special exhibition Emperor Kangxi and the Sun King Louis XIV held by National Palace Museum is taken as the object of this research. The purpose of this research is to explore the relation among strategy experiential modules, experiential value, customer satisfaction and loyalty. Moreover, this research tries to provide some marketing strategies on conducting special exhibitions based on research results. This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 366 effective questionnaires are obtained. The statistical analysis includes descriptive statistic, t-test, Pearson correlation, ANOVA, and regression. In qualitative approach, in-depth interview is utilized.　 The results of this research include: 1. 5 marketing strategy suggestions on conducting a special exhibition. 2. Strategy experiential modules have dramatic correlation with experiential value. 3. Strategy experiential modules have dramatic correlation with customer satisfaction. 4. Strategy experiential modules have dramatic correlation with customer loyalty. 5. Experiential value has dramatic correlation with customer satisfaction. 6. Experiential value has dramatic correlation with customer loyalty. 7. Customer satisfaction has dramatic correlation with customer loyalty. 8. Interviewees with different sex, age, education, profession, married status and income show significant differences.