| Summary: | 碩士 === 國立中山大學 === 劇場藝術學系碩士班 === 100 === Recently, the management of museum shops has become a popular issue in museum sector. Many people think museum shops are an unique place in the museum, also a perfect place to buy gifts for other countries. The operation of museum shops is one of the emphasing areas and sets up many individual operating divisions, such as cultural goods developing divisions in the United States, United Kingdom and Northern Ireland. Today museum is not only for exhibition, but also become a place of collecting various resources to create more service to the public. New businesses such as museum shops has been developed by museums. This study attempts to discover the operation at mode of museum shops and the changellages of museum shops.
The study used multiple-case studies as research method. Three cases are shops of public fine arts museums in Taiwan, Taipei Fine Arts Museum, National Taiwan Museum of Fine Arts and Kaohsiung Museum of Fine Arts. The methods of data collection include observation, documental analysis and interviews. The study uses triangulation to increase credibility and reliability. The major research questions are listed as follows. First, what are the operation and strategies of museum shops? Second, how to develop and design merchandises in museum shops? What is their considerations for the future? Five aspects of the research: operational principle, organization structure and human resource management, financial management, marketing, and the product design as well as the atmosphere of museum shops.
The results indicated as follows: 1. The mission of museum shops and images of museum can coorspandant very well. 2. The structure of museum shops are established according to the Cooperatives Act. 3. Applying the cooperative Act on museum shops has its own advantages and disadvantages. The advantages are to increase the sense of participation to museum shops; the disadvantages are administrators’ overlapping and overloading of workload. 4. The standard of selectring shop clerk is having good communication capability and love Arts. 5. The earned income is divided into four ways: provident fund, public welfare fund, museum fund and public revenue. The museum shops have limited funds on their own used. 6. The cultural goods that are designed and made by museum shops are limited. 7. The development of cultural goods should be noted intellectual property rights. 8. A good environment in museum shops stimulates consumption. 9. The marketing of the museum shops usually is with the large-scale exhibitions or blockbuster show, yet it seldom uses internet marketing.
Suggestions are provided to the public museum shops, the government, and future research in Taiwan. 1. Museum should reconsider the connection between museum shops as well as cultural and creative industries. 2. Museums and museum shops should strengthen their branding, and set up the selction process of their culture products. The products in museums shops should include characteristics of each museum and various products. 3. Using electronical at media to enhance the explanation and education of cultural goods. 4. Applying internet marketing and event marketing. 5. The necessity of establishing transparent financial system. 6. Holding the competition of culture product design for students. 7. Brand alliance. The government could think the possibility of privatization and corporatization of public museum shops. Suggestions to the follow-up study will be that the European countries or neighboring countries such as Japan, South Korea’s museum shops, or private museum shops can be studied.
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