| Summary: | 博士 === 朝陽科技大學 === 企業管理系台灣產業策略發展博士班 === 105 === In recent years, the global economy weak, the government subsidies to
the museum reduced, resulting in the financial problems of the museum.
Museum can bring diversified benefits to the visitors, but faced with the
rapid growth of the sightseeing factory and suction effect, the museum
how to balance the most attractive experience between education and
entertainment is a worth exploring question. According to the audience
study, the characteristics of the museum audience community, the visit
process of role and the visit frequency are highlighting the diversity and
the needs of changeable of the audience. Therefore, the museum's facing
multiple alternative cross-industry competition and the diverse needs of
the market characteristics from the audience. How to get the appropriate
business model, became an important issue in the management of the
museum. Business model was closely related to customer value. The
business model of Osterwalder & Pigneur (2010) proposing the value
proposition is an important driver of business activities, and put forward a
visual image tool to help decision makers think about the relationship
between the elements of business model. To identify the source of
revenue and cost structure, and then effectively grasp the profit model.
Based on this theory, this paper use Taiwan Salt Museum as a research
object for qualitative case studies. The purpose was to explore and
evaluate their business model, and to improve the effectiveness of the
study through the data sources and analyst triangulation. The results of
this study are as follows: (1) Analyze the connotation of the business
model of Taiwan Salt Museum from the target demographic, the value
proposition, the customer relationship, the channel, the income flow, the
key activities, the key resources, the key partners and the cost structure;
(2) Analysis on the Rationality of the Relationship between the Nine
Elements of Salt Museum Business Model in Taiwan; (3) According the
key trends, market forces, industrial power and the overall economic
strength to analysis the business environment faced by the Salt Museum
of Taiwan; (4) According to the aforesaid business environment, practical
strategies and adjustment suggestions of the salt museum in Taiwan were
purposed.
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