本文以2010年2月於國立故宮博物院舉辦的「黃金旺族：內蒙古博物院大遼文物展」、2010年6月於國立歷史博物館舉辦的「英雄再起—大三國特展」及2010年10月於國立故宮博物院舉辦的「大英博物館珍藏展─古希臘人體之美」三個特展為研究對象，探討三個個案的行銷媒體規劃、參觀民眾觀賞行為和族群輪廓，有助於媒體在舉辦特展時，在行銷上能更精準制定策略。

國內藝文市場逐漸成長，近來許多特展的參觀人數都突破數十萬人次參觀，針對此現象，本研究以體驗行銷的概念來探討國立歷史博物館在舉辦此類特展時的行銷策略建議以及做為評鑑策展協力單位的標準。 本研究利用質化訪談方式，訪問六位參觀者以及利用問卷發放的量化研究方式，共計354份有效問卷，進行統計分析後獲得以下發現。 本研究發現如下： 一、體驗行銷策略體驗模組對體驗價值有正向之影響力。 二、體驗行銷策略體驗模組的感官、情感及關聯體驗對顧客滿意度有正向之影響力。 三、體驗行銷策略體驗模組的思考、行動及關聯體驗對顧客忠誠度有正向之影響力。 四、體驗價值的四大構面對顧客滿意度皆有正向之影響力。 五、體驗價值的四大構面對顧客忠誠度皆有正向之影響力。 六、顧客滿意度對顧客忠誠度有正向之影響力。 根據以上發現，個人對國立歷史博物館提出發展體驗行銷的建議也可當作其對策展協力單位的評鑑標準： 一、加強服務以提昇顧客滿意度與顧客忠誠度。 二、加強主題性以提昇策略體驗模組中的感官體驗。 三、改善空間與動線規劃。 四、增加套裝行程。 五、持續不斷地引進世界知名藝術品。 / The market of Art industry is growing rapidly and there are many exhibitions successfully drawing the attention of public and hundred thousands of visitors. With regard of this fact, this research is to advise the experiential marketing strategy to National History Museum for special exhibition and as criteria to exhibition planning cooperation company by the concept of experiential marketing. This research applies the Focus Group interviewing as qualitative approach with 6 interviewers; in addition, questionnaire analysis as quantities approach with 354 pieces of effective samples. After the examination of statistic, the finding as below: 1. The SEMs can affect experiential value positively. 2. The Sense module, feel module, and relate module of SEMs can affect customer satisfaction positively. 3. The Think module, Act module and Relate module of SEMs can affect customer loyalty positively. 4. All four phases of experiential value can affect customer satisfaction positively. 5. All four phases of experiential value can affect customer loyalty positively. Customer satisfaction can affect customer loyalty positively According to above findings, this research presents below suggestions as the experiential marketing strategy and criteria when cooperating with exhibition planning company: 1. Enhancement on service to increase the customer satisfaction and loyalty. 2. Enhancement on theme to increase the feel module of SEMs 3. Improvement on space arrangement and visiting route. 4. Adding package offer with extra benefit. 5. Continuing to introduce worldwide famous high level art in the exhibition.

國內的文化大型特展，從1990年代開始蓬勃發展，一般為期三個月的大型特展需要投入大量的人力、經費及宣傳等資源才有成功機會；而原本是博物館的專業策展，隨著公立博物館的策展經費不足、大量的宣傳需求等因素，台灣的大型特展發展產生了媒體參與的特殊現象；平面報紙集團挾著豐沛的資金及宣傳工具兩大資源，逐漸投入大型特展的運作之中，其中就以聯合報系及中時報系最具代表。 媒體與博物館的合作，造就了國內這十餘年來，有機會引進全世界知名的藝術品及古文明，不少特展的參觀者更達到數十萬人，原本不去博物館的民眾受看展風潮感染而走進博物館，但此現象引發許多研究討論，認為媒體插手大型特展，大多以商業考量的負面論述。 本研究就以聯合報系在2000年至2004年間，在國內舉辦四大古文明展之「羅浮宫埃及文物珍藏展」為例，探討媒體與博物館合作大型特展，各自的思考模式，以及展覽的整合行銷操作模式，藉以闡述媒體的參與，對於博物館、社會大眾、參觀者及展覽本身，是否都是弊多於利? 本研究試圖尋找以下問題的解答： 一、 無論對博物館和媒體而言，大型特展所欲達成的目標，不外是吸引參展人潮及提升正面形象這兩點，而透過整合行銷傳播，是否真能達成上述兩個目標？ 二、 當整合行銷傳播之標的物為藝文性展覽時，如何透過整合行銷傳播策略，將短期的展覽塑造為品牌，以及將這種難以量化及具體化的產品傳達給消費者。 三、 大型特展經常被批評為假文化之名，行商業之實的利益做法，透過整合行銷傳播，是否有可能達到經濟收益、參觀者效益、以及社會大眾效益的三贏局面？ 研究結果顯示： 一、 在吸引人潮方面，透過參與媒體大量的宣傳、較活潑的行銷操作手法，確實能帶動更多人參觀特展，從近十餘年來國內創人數紀錄的特展都有媒體參與即可証明；提昇正面形象部分，經常舉辦大型特展的博物館及媒體受到民眾較大的關注及認識，也因此建立「大型特展」品牌權威，即可印証。 二、 古文明特展本身就有強烈的文化特性，加上民眾從小在課本中就會接觸古文明歷史，無形中累積了特展的品牌印象，加上媒體大量的整合行銷策略，自然能達到事半功倍的效果。 三、 大型特展動輒超過數千萬元以上的經費，以目前政府編列給博物館的預算根本無法支應；而媒體本身則是營利單位，在現實環境與媒體特性的綜合下產生博物館與媒體合作模式，造就大型特展得以舉辦、透過媒體專業的整合行銷達到宣傳效果，吸引民眾走入博物館，所以應是經濟效益、參觀者效益及社會大眾效益三者利多於弊的三贏局面。 本研究全文共分為五章，第一章為緒論，有研究動機、研究背景、研究問題、研究架構、研究問題與限制；第二章文獻探討，討論「大型特展」、「博物館行銷」、「媒體與博物館合作」之狀況、國內外「整合行銷傳播」之理論；第三章為研究方法，採個案研究法、深度訪談法及次級資料分析法，並佐以研究流程圖說明。 第四章為個案分析，以聯合報系「羅浮宮埃及文物珍藏展」台北場為分析對象； 第五章為結論與建議，綜合前述個案之資料整理、分析探討之後，除了總結對本研究問題的解答，並分別提出對媒體方和博物館方的建議，以及未來研究建議。 / The large-scaled cultural exhibition market in Taiwan has enjoyed a boom since the 1990’s. Successful mega exhibitions lasting three months in average require the investment of large amount of manpower, funds and promotion. Usually, the public museums own the know-how to plan and execute cultural exhibitions. However, public museums in Taiwan have failed to hold these events due to the lack of budget and channels of promotion. One specific phenomenon has appeared -the media involvement. Print media with two advantages- sufficient funds and promotion tools, have gradually devoted themselves into the mega cultural exhibition market. Among all the media, United Daily News Group (Udngroup) and China Times Group are the most well- known. The cooperation between the print media and museums created the chance to bring the world famous artistic master pieces and the legacies of ancient civilizations to the general public in Taiwan. Many of these exhibitions attracted several hundred thousands of people. It has been found that many people who do not fit the profile of “museum-goers” had been influenced by the popularity of some cultural exhibitions and were willing to-join the events. However, many relevant researches had judged that the investments of the media on the cultural exhibitions are mostly based on commercial considerations. By the case of “The Ancient Egyptian Art from Musée du Louvre” exhibition holding by Udngroup in National Science and Technology museum from 2000 to 2004, this research illustrates the thinking pattern of the organizers and the integrated marketing operation. Furthermore, this research elaborates whether the involvement of the media has more pros than cons to the museums, the general public, visitors, and the exhibition itself. Following are questions of this research : 1. For the organizers (museums or the media), the major objective of holding mega cultural exhibitions is to attract visitors and build up positive images. The question is whether those two objectives can be actually achieved by the operation of integrated marketing communication. 2. When promoting intangible products, such as short-term exhibitions, it is essential to transfer the non-quantitative and intangible cultural concept into certain “brand image” in order to communicate with consumers more effectively. This research illustrates how to manage this process by using integrated marketing communication strategies. 3. Mega exhibitions are usually criticized because organizers tend to focus more on commercial benefits than cultural values. This research attempts to assess that via integrated marketing communication, whether it is possible to benefit organizers with financial earnings, visitors with cultural satisfactions, and the general public as a whole at the same time and create an all-win situation. Following are findings of this research : 1. In terms of attracting more visitors, to promote intensively by the media with more lively marketing strategies is proved effective. The evidence is that successful exhibitions in past decades were all involved with the media. In terms of building positive images, organizations holding exhibitions frequently have set up the strong brand authorities due to the recognition of the general public. 2. Strong cultural features of ancient civilizations, plus people’s basic knowledge deriving from the education since their childhood have made it easier to promote cultural events. With the markup of the intensive promotion of the media, brand images of exhibitions are built up quickly. 3. The plan and execution of mega cultural exhibitions frequently require large amount of funds, usually more the ten million NT dollars. The budget distributed by the government to the museum can’t afford to hold these exhibitions. The media are profitable organizations with sufficient funds and the know-how in marketing and promotions. The cooperation pattern between museums and the media have resulted in more successful events with numerous visitors. It can be concluded that this pattern has created the all-win situation which has benefited organizers with financial earnings, visitors with cultural satisfactions, and the general public as a whole at the same time. This research paper includes five chapters. The first chapter is the introduction, demonstrating the research motivation, research background, questions, structure, and limitations. The second chapter is the literature review collecting and critically analyzing the theories relevant to “mega exhibitions”, “museums marketing”, “cooperation between the media and the museums”, and the international and domestic researches on integrated marketing communication. The third chapter is the research methodology. This research adopts research methods including case study, interview, and secondary data analysis. Important concepts are also demonstrated with clear flow charts. The forth chapter is the case study in depth. The chosen topic is “The Ancient Egyptian Art from Musée du Louvre” exhibition holding by Udngroup in Taipei. The fifth chapter includes the conclusions and recommendations. This chapter presents the findings of the research and recommendations to organizers- both the media and the museum, and the future researcher. Keywords: Cultural exhibitions, integrated marketing, media, museum.

故宮博物院的藏品數量及參觀人數都讓人驚艷。然而，過往故宮的經營側重於文物的珍藏功能及研究功能，未注重與大眾的溝通及育樂功能，對國內民眾而言，故宮陌生且遙遠。為拉近與民眾距離，故宮近年做了很多改變，其中包含與媒體舉辦限期且主題特殊的大型特展。 　　本研究以故宮在民國百年之年度特展《康熙大帝與太陽王路易十四－中法藝術文化的交會特展》為研究為例，訪問參觀過特展且使用導覽設備的觀眾，探討「策略體驗模組」、「體驗價值」、「顧客滿意度」及「顧客忠誠度」彼此之間的關係，並以研究成果為基礎，提出未來故宮舉辦此類特展的行銷策略建議。 　　本次研究兼含量化問卷及質化深度訪談。研究方法採用描述性統計、皮爾森積差相關分析、T檢定、迴歸分析等研究方法。 　　本次研究的結果如下： 1. 針對特展的舉辦提出五項行銷策略建議 2. 策略體驗模組對體驗價值具有顯著關係。 3. 策略體驗模組對顧客滿意度具有顯著關係。 4. 策略體驗模組對顧客忠誠度具有顯著關係。 5. 體驗價值對顧客滿意度具有顯著關係。 6. 體驗價值對顧客忠誠度具有顯著關係。 7. 顧客滿意度對顧客忠誠度具有顯著關係。 8. 部分人口變項，如性別、年齡、收入、教育程度等對體驗行銷、體驗價值、顧客滿意度及顧客忠誠度具有顯著差異性。 / National Palace Museum has been famous for its number of collections and the number of international visitors. However, Due to its focus on heritage preservation and research, National Palace Museum has ignored mass communication and entertainment. For many people in our country, National Palace Museum is so far away from them. To get closer to people in Taiwan, National Palace Museum has made lots of efforts over the past years, including holding special exhibitions. A special exhibition Emperor Kangxi and the Sun King Louis XIV held by National Palace Museum is taken as the object of this research. The purpose of this research is to explore the relation among strategy experiential modules, experiential value, customer satisfaction and loyalty. Moreover, this research tries to provide some marketing strategies on conducting special exhibitions based on research results. This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 366 effective questionnaires are obtained. The statistical analysis includes descriptive statistic, t-test, Pearson correlation, ANOVA, and regression. In qualitative approach, in-depth interview is utilized.　 The results of this research include: 1. 5 marketing strategy suggestions on conducting a special exhibition. 2. Strategy experiential modules have dramatic correlation with experiential value. 3. Strategy experiential modules have dramatic correlation with customer satisfaction. 4. Strategy experiential modules have dramatic correlation with customer loyalty. 5. Experiential value has dramatic correlation with customer satisfaction. 6. Experiential value has dramatic correlation with customer loyalty. 7. Customer satisfaction has dramatic correlation with customer loyalty. 8. Interviewees with different sex, age, education, profession, married status and income show significant differences.