| Summary: | 碩士 === 中華科技大學 === 經營管理研究所 === 104 === Today many of the social environment museum, according to information provided by the Republic of Chinese Association of Museums show that Taiwan's current total of 478 public and private museums, decreasing government grant funding for the museum, with the commercial nature of the exhibition continues to increase, with people like change, both gradual loss of audience for the NMH has a 60 year history in the formation of great difficulties operating. This study was to investigate the status of the NMH operations, marketing strategy planning model, the current marketing strategy and to make recommendations to the NMH. In this study, Qualitative Research Method and Depth Interview, discussion NMH is currently marketing strategy planning process, SWOT analysis for the external environment in the NMH, through STP analysis NMH of Market Segmentation, Target Market and Positioning, By marketing mix 7P analysis NMH Product, Price, Promotion, Personnel, Path, Process and Physical environment. The results found that: 1. NMH is the exhibition of cultural relics mainly Greater China, dynasty relics exhibition has proved that the soil excavated Tang Tri-color pottery and Bronze artifacts, research value and historical implications, other museums are irreplaceable. The Planning for the Greater Nan Hai Cultural Park, on May 25, 2015 formally adopted. 2. NMH collection and the effective implementation of socio-educational mission and objectives, effective use of the advantages of the museum grasp opportunities in the external environment, improve the shortfall and avoid external threats to the environment, to finalize its marketing strategy. In the age of the audience and the cultural and creative merchandise featured as market segmentation, lock 18 years of age, 26-45 years of age, the elderly and people with chinese visitors as the goal, provide the right product, NMH is positioned as a collection of archaeological excavations of bronze, pottery in Taiwan regardless of the quality and quantity are the first museum. 3. The marketing strategy: Greater China exhibition of cultural relics on display, set a price people can afford to effectively promote the brand NMH, numerous passage planning, comprehensive staff education and training, the development of relevant service processes, providing the perfect exhibition environment. Recommendation: 1. Government policy recommendations: hope that the government can address the museum has a historical background, can be support, promote and grant funding has increased. 2. Recommendation museums: exhibition of science and technology is an effective way to attract viewers, the software design artifacts through science and technology, the combination of technology digital products. 3. NMH suggestions: (1) collection of paintings by the combination of technology animation, with sound, so famous calligraphy and paintings to move, is a fairly new exhibition, which allows people immersive. (2) NMH exhibition may cooperate with sister museum artifacts, promote cross-strait cooperation museum.
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