A Study of Creativity and Marketing of the National Museum of History: Perspective of Social Enterprise

• Main Authors: Hui-Wen Cheng, 鄭惠文
• Other Authors: Chih-Ning Hsin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/39yg3z

碩士 === 輔仁大學 === 博物館學研究所碩士班 === 104 === Globally, museums in the 21st century and an ever-changing world have a need to make change and innovation. Domestically, with the development of government policy on cultural and creative industries, museums in recent years get actively involved in it, and implement mainly into the operation and management of museum shops. However, there are still issues to be discussed how museums maintain a balance between non-profit purposes and profit-making by shops. On the other hand, social enterprises advocate realizing social values and mission of the organization by methods of business management, in which the concept is also fit the issues museums facing today. This study was conducted by qualitative research methods and took the National Museum of History (NMH) as a case. The study took the perspective of social enterprise and explored the function of creativity and marketing the museum played, including the business model and the current operations of museum shops, as well as the concept and implementation of the Public Benefit through Cultural Creativity projects, thus to learn whether the museum can practice into innovation and social responsibility via creativity and marketing and to discuss related issues faced up to it. The results of this study are analyzed and summarized in three folds: First, the museum in the era of knowledge economy takes the concept of innovation for doing business; Second, the museum plays a role as a resource integration platform within the value chain of cultural and creative industries; Third, the concept of sharing outcomes is a core of creativity and marketing of the museum. The NMH operates museum shops to integrate the museum's internal and external resources, actively cooperate with different sectors, assist disadvantaged groups, and therefore becomes a new endpoint of cultural and creative value chain. The NMH takes its innovative business concept and copes with both economy and society, so as to achieve the purpose of the museum's nonprofit and social responsibility.