本研究旨在藉由行銷組合的7P理論（產品、價格、通路、推廣、人員、實體證據及過程）檢視國內檔案典藏機構推廣服務情形。本研究採用文獻分析法及深度訪談法蒐集研究資料。訪談對象以立意抽樣有辦理檔案推廣活動經驗並具有特色館藏之檔案典藏機構進行受訪，計訪談8個檔案典藏機構。本研究歸納結論如下：
一、檔案行銷組合的產品策略，以實體資源與虛擬資源為主。
二、價格策略以館藏複製及加值授權為主。
三、通路策略以實體通路為主，網路通路為輔。
四、推廣策略以檔案展覽活動為主。
五、人員策略須注重服務人員教育訓練。
六、實體證據策略須提供檔案行銷推廣空間。
七、過程策略以服務流程之便利化與標準化為目標。
根據研究結果，提出建議事項：
一、設立專門負責行銷活動之部門或人員。
二、產品加值授權與開發文創商品。
三、加強網路通路之應用。
四、結合推廣活動與教育之應用。
五、加強服務人員行銷相關的專業能力。
六、提供行銷推廣空間。
七、全面開放資料庫線上閱覽。 / This study is mainly on investigating the Archival Promotion Services in the archival institutions in Taiwan through 7P marketing mix (Product, Price, Place, Promotion, People, Physical evidence and Process). Literature analysis and depth interviews were used in this research for gathering data. Depth interviews were investigated 8 experienced archival institutions with promotion activities and characteristic collection.
The results of the research are concluded below:
1.Archival product strategy is mainly based on the physical and virtual resources.
2.Archival price strategy is mainly based on duplicate and authorization.
3.Archival place strategy relies mainly on physical access supplemented by internet access.
4.Archival promotion strategy is mainly based on exhibition activities.
5.Archival people strategy shall provide educational training.
6.Archival physical evidence strategy shall provide promotion space.
7.Archival process strategy is mainly based on facilitation and standardization of service.
Recommendations:
1.To set up the department or personnel responsible for the marketing.
2.To develop the value-added authorization of product.
3.To strengthen the application of internet access.
4.To connect promotion activities to education.
5.To intensify the professional ability related marketing.
6.To provide promotion space.
7.To provide reading online database fully.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0100155004 |
| Creators | 王欣愉, Wang, Hsin Yu |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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