Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/155857
|
| Title: | 博物館永續經營策略 - 以白滄沂天彫博物館為個案研究
Sustainable Management Strategies for Museums: A Case Study of the Pai Tsang-Yi Wood Museum |
| Authors: | 邱嘉慧
Chiou, Chia-Hui |
| Contributors: | 鄭至甫
Jeng, Jyh-Fu
邱嘉慧
Chiou, Chia-Hui |
| Keywords: | 私人博物館
永續經營策略
數位行銷
文化品牌
Private museum
Sustainable development strategy
Digital marketing
Cultural branding |
| Date: | 2025 |
| Issue Date: | 2025-03-03 13:30:04 (UTC+8) |
| Abstract: | 隨著全球文化產業的蓬勃發展，博物館的經營模式逐漸受到重視，尤其在數位化浪潮和體驗經濟的推動下，博物館經營者必須結合文化價值、創新行銷與經濟效益，實現永續經營。本研究以台灣首座以天然朽木為主題的私人博物館—白滄沂天彫博物館為例，探討其行銷與經營模式的優勢與挑戰，並針對永續發展提出具體策略。
採用個案研究法，結合4C分析、SWOT分析、消費者行為洞察、文化產業的同心圓模型，全面檢視白滄沂天彫博物館的行銷策略、品牌定位及觀眾需求。通過實地調查與次級數據分析，深入了解其在當地文化與國際市場中的定位與潛力。
白滄沂天彫博物館由著名藝術家白滄沂先生創立，收藏了包括7000年櫸樹碳化木、巨型銅雕「金雞起舞」等在內的8000多件藝術品，突顯自然與藝術結合的哲學理念。其建築外觀獨特，被譽為「南投白宮」。作為國內首座以天然朽木為主題的私人博物館，該館的定位包括藝術愛好者、學術群體、家庭及國際觀眾等多元目標群體。
目前，博物館的行銷方式集中於特展推廣、新聞報導及預約參觀模式，並藉由公共藝術的廣泛分佈提高品牌知名度。然而，其數位行銷與觀眾互動的不足限制了受眾覆蓋範圍，尤其在吸引年輕世代與國際觀眾方面存在挑戰。此外，地理位置的偏遠性和資源分配的不均進一步限制了經營效益的最大化。
通過SWOT分析發現，博物館的優勢包括稀有的藝術收藏、強調自然哲學的品牌定位及公共藝術的國際影響力；但其劣勢在於數位化行銷能力不足、品牌知名度有限及交通便利性欠佳。另一方面，文化觀光趨勢的興起、政府對文化創意產業的支持及數位化技術的應用為博物館提供了全新機遇。
因此透過本研究，將會以下面四個方向著手進行優化：一、數位化與互動性提升：建立多語種官網並積極利用社群媒體及虛擬展覽，提供沉浸式數位體驗，吸引年輕族群及國際觀眾。二、品牌故事深化：以白滄沂的創作歷程及博物館的自然哲學為核心，透過講座、展覽故事及文創產品講述品牌價值，提升品牌影響力。三、觀眾體驗優化：策劃互動式展覽與體驗活動（如雕刻工作坊），提升觀眾參與感及滿意度。四、區域整合與合作：與當地文化資源結合，打造區域文化觀光圈，並與教育機構合作推出藝術教育計畫，增加家庭與學校團體的參觀率。
透過整合行銷理論與成功案例，白滄沂天彫博物館能有效提升品牌知名度與觀眾忠誠度，實現文化價值與經濟效益的雙贏。同時，數位化與體驗式行銷的深入應用，將為博物館的永續經營奠定堅實基礎。
ABSTRACT
With the rapid development of the global cultural industry, the operational models of museums have garnered increasing attention. Particularly in the context of the digital transformation wave and the rise of the experience economy, museum operators must integrate cultural value, innovative marketing, and economic benefits to achieve sustainable operations. This study takes Taiwan’s first private museum themed on natural decayed wood—the Bai Cang-Yi Tian Diao Museum—as an example to explore its strengths and challenges in marketing and operational models while proposing specific strategies for sustainable development.
Using a case study approach combined with 4C analysis, SWOT analysis, and consumer behavior insights, this research comprehensively examines the museum’s marketing strategies, brand positioning, and audience needs. Through field investigations and secondary data analysis, the study delves into the museum's positioning and potential within the local culture and international market.
Founded by renowned artist Bai Cang-Yi, the museum houses over 8,000 artworks, including a 7,000-year-old carbonized beech tree and the giant bronze sculpture Golden Rooster in Dance. These collections embody the philosophy of blending nature and art. Its iconic architectural design, known as the "Nantou White House," further enhances its distinctiveness. As the first private museum in Taiwan centered on natural decayed wood, it targets diverse audience groups, including art enthusiasts, academic circles, families, and international visitors.
Currently, the museum’s marketing strategies focus on special exhibitions, media publicity, and a reservation-based visitation model. Its public art installations widely distributed across various locations further enhance brand recognition. However, limitations in digital marketing and audience engagement restrict its reach, particularly among younger generations and international audiences. Additionally, its remote location and uneven resource allocation hinder the maximization of operational efficiency.
SWOT analysis highlights the museum’s strengths, including its rare art collections, a brand philosophy emphasizing natural aesthetics, and the international influence of its public art. However, its weaknesses lie in inadequate digital marketing, limited brand recognition, and suboptimal accessibility. On the other hand, the rise of cultural tourism, governmental support for cultural and creative industries, and the application of digital technologies present new opportunities for growth.
Based on the findings, this study proposes optimizations in four key areas:
Enhancing digitization and interactivity: Develop a multilingual official website, actively leverage social media, and introduce virtual exhibitions to provide immersive digital experiences, attracting younger and international audiences.
Deepening the brand narrative: Highlight Bai Cang-Yi’s creative journey and the museum’s natural philosophy through lectures, exhibition storytelling, and cultural products to strengthen the brand's influence.
Improving visitor experiences: Design interactive exhibitions and participatory activities (e.g., sculpture workshops) to enhance audience engagement and satisfaction.
Regional integration and collaboration: Partner with local cultural resources to create a cultural tourism circuit and work with educational institutions to launch art education programs, increasing visits from families and school groups.
By integrating marketing theories and successful case studies, the Bai Cang-Yi Tian Diao Museum can effectively boost its brand recognition and audience loyalty, achieving a win-win balance between cultural value and economic benefits. Meanwhile, the deeper application of digitization and experiential marketing will provide a solid foundation for the museum’s sustainable development.
Keywords: Private museum, sustainable development strategy, digital marketing, cultural branding |
| Reference: | 1.中華新聞雲，2023，〈中華文薈〉天雕大師白滄沂化朽木為神奇https://www.cdns.com.tw/articles/698035
2.遠見雜誌，2003，白滄沂的天雕世界 https://www.gvm.com.tw/article/9038
3.遠見雜誌，2018，台中科博館為什麼能與世界級的博物館齊名？ https://www.gvm.com.tw/article/45339
4.南投旅遊網，2022，氦氣球樂園新景點！常駐熱氣球坐擁360度群山地景https://travel.nantou.gov.tw/news-press/氦氣球樂園
5.謝玉鈴, 陳啟雄, & 賴毓晃，2019，啟發與創造—虛擬實境技術應用於博物館展示之觀眾研究究https://libknowledge.nmns.edu.tw/nmns/upload/quaterly/000001460/209000c/201904_04.pdf
6.文化部，2023，全國文化展演場所統計https://stat.moc.gov.tw/ImportantPointer_Latest.aspx
7.候一方, & 林舒，2004，台灣的美術館與藝文空間.臺北縣：遠足文化
8.並木誠士, & 中川理，2008，美術館的可能性. 臺北市: 典藏藝術家庭股份有限公司.
9.洪惠英，2002，藝術管理. 臺北市: 揚智文化.
10.Read, H.，2011，藝術的意義: 美學思考的關鍵課題 (梁錦鋆譯).
11.國立自然科學博物館https://www.nmns.edu.tw/ch/exhibitions/special-exhibitions/Exhibition-000508/
12.Schlesinger, M., & 吳秋慧 (譯)，1999，數位化資訊與博物館的未來. 博物館學季刊,15https://www.airitilibrary.com/Publication/Index/P20161228003-199901-201701120017-201701120017-13-17
13.換日線，2023，不怕撞香！你想要「聞起來像博物館展廳」嗎？──這些行銷創意很欠學 https://crossing.cw.com.tw/article/17582
14.博物館學季刊，2003，博物館與社會不平等的爭鬥：角色、責任、抗拒https://libknowledge.nmns.edu.tw/nmns/upload/quaterly/000000924/209000c/200307_7.pdf
15.天下雜誌，2020，真的不要再出國了！Google 推出全球10大博物館「虛擬旅遊」用手機就能看展覽https://www.cw.com.tw/article/5099499?template=fashion&group=control&rec=i2i
16.典藏，2022，因地制宜才能變銀，博物館金融化途徑及其策略選擇https://artouch.com/art-views/content-85695.html
17.繆思意境：漢寶德再談博物館，2022，博物館的4大功能與意義：展示規劃與現代博物館 https://artouch.com/artcobooks/content-221206.html72
18.林慧嫻，2012，從認識博物館到認識自我：博物館的青少年教育活動https://www.tmaroc.org.tw/activity/jmc/download/%E7%AC%AC%E4%B8%89%E6%9C%9F%E5%85%A8%E6%96%87/3-4.%E7%AC%AC%E4%B8%89%E6%9C%9F%E6%9E%97%E6%85%A7%E5%AB%BB.pdf
19.蘇憶如，2022，博物館展示教育策略之研究—以「臺博古生物大展：生命的史詩與演化共舞」為例
https://file.moc.gov.tw/Download.ashx?u=LzAwMS9VcGxvYWQvT2xkRmlsZXMvQWRtaW5VcGxvYWRzL2ZpbGVzLzIwMTgwMy8yM2VlYjZjNi0wOTI2LTRjZTQtOTQ4ZC05NTRiNDcxNjA0Y2EucGRm&n=MjNlZWI2YzYtMDkyNi00Y2U0LTk0OGQtOTU0YjQ3MTYwNGNhLnBkZg%3D%3D&icon=.pdf
20.蘇蓀宜，2021，博物館與社群媒體使用者之互動關係研究：以國立故宮博物院Facebook粉絲專頁為例
21.顧潔光，2013，數位時代博物館的行銷策略-談社群行銷以台博館為例
https://file.moc.gov.tw/Download.ashx?u=LzAwMS9VcGxvYWQvT2xkRmlsZXMvQWRtaW5VcGxvYWRzL250bWhpc3RvcnkvMzFhMTQ5NmMtNGRkNC00ZWE4LTg1MTUtMjU5ODYyOTc0NWU2LnBkZg%3D%3D&n=MzFhMTQ5NmMtNGRkNC00ZWE4LTg1MTUtMjU5ODYyOTc0NWU2LnBkZg%3D%3D
22.博物之島新訊，2024，賞握時尚的吸引力！揭開V&A特展行銷的4個關鍵步驟https://www.tmaroc.org.tw/2023-news-21/
23.中時新聞網，2015，白滄沂天彫博物館全心感受大自天彫藝術之美https://www.chinatimes.com/realtimenews/20151123005203-260405?chdtv
24.雕塑文創中心https://fartdork.wixsite.com/taiwansculpture/chang-yi-bai
25.國家文化記憶庫https://tcmb.culture.tw/zh-tw/detail?indexCode=Culture_Event&id=586787
26.翁翠蓮，2014，論設計博物館之文化價值模型建構研究
27.遠見雜誌，2015，台灣犯了致命錯誤 — 把文化視為創意的核心_文創到底是什麼？https://www.gvm.com.tw/article/28749 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
107932089 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107932089 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 208901.pdf | 1114Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
