Bachelor-Arbeit Univ. St. Gallen, 2007.

¡@¡@This research aims to find how museums combine marketing strategies with tourism through probing into marketing strategies and experience of the National Palace Museum, and profoundly explore the benefits generated by treating the museums as the tourist destinations. We expect to suggest future feasible marketing strategies for the National Palace Museum through objective examination and function as reference for domestic museums and other related industries. This research is based on qualitative case study and interviews the National Palace Museum, the people in museum circle, chief of the community, tour guides and tourists by face-to-face and telephone interviews. In addition, it includes on-site observation and related documents as the criteria for the study and analysis of this paper. The research framework is divided into three dimensions: internal examination, external relationship and marketing strategies of the museum. There are 14 elements being investigated, including organization, personnel, the collection, exhibition, the building, location, image/brand, strategic alliance and international collaboration, empowerment and cross-industrial cooperation, community, pricing strategy, media and event marketing, internet marketing and digital collections, films and publications etc. The research conclusions are below: In terms of ¡§organization¡¨, the adjustment of the National Palace Museum is still not passed by law. How to respond to external forms and adjust internal organization become extremely critical. With regard to ¡§personnel¡¨, most of the personnel in the National Palace Museum have experienced professional training and they are all qualified; the tour guiding quality is excellent and the facilities are new; they contribute to the promotion of art education. As to ¡§the collection¡¨, it includes over 650,000 Chinese antiques, royal and palace articles and literatures. However, the museum should be prepared for the possible antique dispute in the future; as to ¡§exhibition¡¨, besides the internal exhibitions, the National Palace Museum also actively keeps up with the world; holding special exhibitions is one of the most effective ways to increase domestic visitors; in terms of ¡§the building¡¨, the National Palace Museum is built on eastern traditional building with exotic attraction; after reconstruction, the National Palace Museum increases the square measure of exhibition and boutiques and food shops become spacious; as to ¡§location¡¨, it is far away from downtown and inconvenient in terms of transportation. With regard to the creation of ¡§image/brand¡¨, the National Palace Museum replaces old image with new image by new concept, lively and diverse methods. As to ¡§Strategic Alliance and international collaboration¡¨, it cooperates and exchanges with well-known museums, such as loan and return exhibitions. ¡§Empowerment and cross-industrial cooperation¡¨ is the principal target of present operation. It increases brand authorization which result in soaring growth of authorization sum. Diverse cross-industrial alliance livens the antiques and increases their economic value. With regard to ¡§community¡¨, the residents in the community can visit the National Palace Museum for free. However, the parking problems still discourages the residents. In terms of ¡§pricing strategy¡¨, the prices of the products in the shops seem to be high. It can still develop ordinary price products. With regard to the relationship with media, the National Palace Museum has been holding special exhibitions with media for long term with satisfying results. Among international media, Japanese media exposes the most. In terms of ¡§internet marketing¡¨, WWW design is remarkable with countless awards. It also actively proceeds with ¡§digital collections¡¨. As to ¡§films and publications¡¨, in recent years, it has been devoted to shooting the films and advertising to promote the National Palace Museum. High-quality publications are also awarded which strengthen the overall image of the National Palace Museum. Generally speaking, the most critical three elements of the National Palace Museum marketing are collection, visitor service and brand image. The unfavorable elements include organization mechanism, location and relationship with community.

The Jewish Museum in Prague was founded in 1906, and it counts among the oldest Jewish museums in Europe. Visited by more than half a million people every year, it is one of the most visited museums in Prague. The former Jewish Quarter of Prague, where the museum is situated, was entered on the UNESCO World Heritage List in 1992. The museum administers four historical synagogues, a Ceremonial Hall, the Old Jewish Cemetery, a number of depositories and archives, the Robert Guttmann Gallery, and a library with a multimedia center. This specialized Jewish studies library owns a rich book and archive fund, which contains more than 130,000 volumes about the history and culture of the Jews. Most Judaica and other items in the collection come from the property of Jewish communities and families murdered in the Holocaust. Therefore, the collection tells a lot about the history, traditions and customs of the Jewish inhabitants of Bohemia and Moravia. The above facts make the museum a guardian of not only Czech, but also of international cultural heritage. The year 1994 was a turning point for the Jewish Museum in Prague - it was the year when all the buildings of the museum were returned by the state to the Federation of Jewish Communities in the Czech Republic. The museum thus became a non-government...

The aim of this thesis is to examine how the central museums in Stockholm, Sweden, design and market their offerings by utilizing consumer knowledge. Current museum marketing research suggests that museums should be marketed as any organization; however, public museums are challenged by their mission to provide an offering that is framed by the state, and at the same time to attract visitors. Through semi-structured interviews with representatives from seven of the central museums in Stockholm, and a case study of a marketing campaign for an exhibition, information concerning the museums’ designing and marketing of offerings has been gathered. This information was analysed according to the theoretical framework which, building on co-creation of value theory, is an extended version of the DART-model to include word of mouth. The authors conclude that the museums are limited in their ability to adapt their offerings to consumer preferences due to their state given mission and a desire to be credible. Instead, online communication platforms are used to make the offerings available to more people and to market the offerings through the consumers’ online social networks.

Collections of tangible heritage and material culture found in university museums present both challenges and opportunities for their parent institutions. The identification and recognition of objects and collections of material ‘heritage’ proves difficult to universities, due to the formation and utilisation of their collections. Although each university possesses a history of varied content, length and significance, the rich heritage collections kept by universities remain undefined and largely unknown. This thesis addresses new and changing roles for university museums and collections, focusing on the issues surrounding heritage. What purpose does an institutional collection of academic heritage serve beyond preserving or representing the history of a university? Using data collected during the field research programme and two case studies (University of St Andrews and University of Liverpool) the thesis explores the definition and role of heritage in the university. Through the exploration of these topics, the thesis provides a new model for university collecting institutions based on the concept of ‘university heritage’ and ‘institutional identity’, encompassing collections ranging from subject-specific departmental teaching collections to commemorative collections of fine art. By utilising these once undefined and underappreciated collections, universities can use the heritage objects and material culture representative of their academic history and traditions as institutional promotion to potential students, staff and funding bodies.

在強調差異性、多元消費性的現代社會中，如何以豐富多樣的體驗資源，透過生活型態的觀眾研究調查，開拓「一個博物館，多種生活型態」的生活型態行銷策略，是博物館人要面對的時代考驗。為培養博物館目標觀眾並開發潛在觀眾，博物往往透過多種行銷手法與管道，以吸引觀眾的注意與興趣，在相關研究中顯示，口碑建立往往是最有效的行銷方式。因此，透過「口碑行銷」切入分析具影響力的博物館觀眾族群，可做為博物館開發觀眾之重要方式。 本研究以臺北縣立鶯歌陶瓷博物館為研究對象，研究目的旨在瞭解博物館觀眾的生活消費特性，藉此推測博物館可以開發的潛在觀眾屬性，並探究博物館生活型態及對博物館推薦意願強度之關係，以作為博物館訂定行銷策略之方向與設計博物館各項功能的內容。 依據本研究發現，經由因素分析萃取出5個生活型態因素，依其屬性命名為藝文參與、品牌消費、工作成就、文化教育以及家庭流行；再依據5個因素得分透過集群分析，區隔出5個不同生活型態集群，分別命名為「工作熱衷群」、「流行休閒群」、「就學學生群」、「藝文消費群」以及「家庭導向群」。本研究分析結果亦顯示，博物館觀眾可以依據不同的生活型態分成不同的族群，而不同的生活型態族群亦有不同的參觀模式，並對於博物館服務與設施的推薦意願的亦有所差異。 最後根據研究發現，分別依據不同族群生活型態之屬性與博物館推薦意願之差異，提出不同的博物館行銷策略與方案，以提供博物館開發觀眾之參考。 / In this contemporary society where emphasis is placed on differentiation and diversified consumption, it is a test for contemporary museums to conduct audience lifestyle studies with multi-faceted resources, and to explore a lifestyle marketing strategy for ‘one museum, multi lifestyles’. Most museums usually have to conduct various marketing promotions and through different channels to cultivate target audiences and attract potential audiences. Various related studies indicates that word-of-mouth is usually the most effective marketing strategy. Therefore, through ‘word-of-mouth’ to analyze influential audiences could be an important way to explore potential audiences. This study takes Taipei County Yingge Ceramics Museum, to understand the consumption behavior of museum audience, in order to assume the characteristics of potential museum audiences, and to explore the relationship between museum typology and audiences’ willingness to recommend. This will also serve as the basis for future marketing strategy, and to design various museum functions and contents. Based on the findings, five typology elements were extracted through element analysis, namely artistic participation, brand consumption, work achievement, cultural education and family popularity; then through group analysis these five elements were segregated into different lifestyle typologies, namely ‘workaholics’, ‘popular leisure’, ‘students’, ‘cultural activity consumers’, and ‘family-oriented consumers’. The analysis will indicate that museum audiences can be grouped based on lifestyle. Audiences with different lifestyle backgrounds encompass different visiting patterns, and may differ in willingness to recommend museum services and facilities. Finally, based on the findings of this study, we intend to propose different museum marketing strategies based on audience lifestyle, and their willingness to recommend the museum, to serve as future reference as museums targets potential audiences.