| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 101 === Abstract
The development of national museums in Taiwan commenced in 1977 when the 12 Major Cultural Construction Projects was introduced. In the early stage, the function of museums was only for antique collection or particular exhibition; its opening to public was rare. Nowadays, however, museums’ exhibition space has changed a lot. In addition to the traditional functions of collection, exhibition and study, museum-operation has developed some new strategies or orientations to attract customers, for example, create an experiencing atmosphere in the space to enhance customers’ sensational stimulation. Introducing marketing strategies, museum-operation should transform the concept and process of corporate profit-making into pursuing the values of museums’ mission and promotion and take this transformation as foundation of museum-operation. Therefore, marketing concept execution in museum-operation becomes a new challenging task.
The research primarily involved two stages: the first stage was the approach of literatures review, which included three steps: determined the aspect of digital marketing, the aspect of brand development, and the aspect of experience marketing.The second stage was the approach of interview survey, which was a semi-structured interview taking advantages of the first stage’s design to develop three continuation propositions.
The research results indicated that in the aspect of “digital marketing”, an outstanding museum would only focus on the usability of digital marketing, not on neither the size of hardware nor the value of software. The boundless Internet could lead virtual constructed museums to become a part of life, which this finding was called the developing proposition one. In the aspect of “brand development”, in accordance with the research result of digital marketing, “brand development aspect” continued to be discussed; thus, what focal issue in a museums’ brand development was “sensibility” not just a “static heading”. A museum who planed to transform its brand into a valued asset should go through a procedure of brand asset activation, by doing so, the brand value of museums might be appeared, and consequently, the brand’s ability to story-telling might be expanded, which this finding was called the developing proposition two. In the aspect of “experience marketing”, according to the research results of digital marketing and brand development, “experience marketing aspect” was discussed continuously. In the era of experience economy, sensibilities or feelings are key emphasis. Experience marketing stresses customized service which offers an experiencing opportunity to customer; customer may obtain an unforgettable memory or a unique memory in mind through this self-experience, which the finding was called the developing proposition three.
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