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題 名 | 科教館展場行銷管理初探=Management of NTSEC Marketing--A Preliminary Assessment |
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作 者 | 柯正峰; | 書刊名 | 科教館學刊 |
卷 期 | 1 民94.12 |
頁 次 | 頁1-9 |
分類號 | 300.9 |
關鍵詞 | 國立臺灣科學教育館; 展場; 行銷管理; NTSEC; Exhibition; Marketing menagement; |
語 文 | 中文(Chinese) |
中文摘要 | 國立臺灣科學教育館(簡稱科教館)展場採公辦民營方式,公開招標委託大同世界科技股份有限公司經營,從九十三年一月十五日試營運起迄今已營運近兩年。 本文探討科教館展場行銷管理,就動態環境、市場區隔、目標導向、執行對象、展品特色、門票價格、行銷通路及行銷方式等,加以探討。在動態環境方面,如何針對主客觀因素,化阻力為助力,確屬重要;在市場區隔方面,本館發展成道道地地的科教中心,將指日可待;在目標導向方面,對於推展科教使命目標,有很大的成長空間;在執行對象方面,本館自我期許以顧客為尊;在展品特色方面,科普教育很重要,要紮紮實實實去做;在門票價格方面,票價的訂定、調高或調低,皆是門學問;在行銷通路方面,要加寬加廣;在行銷方式方面,以完善的配套措施,增強來館動機。本就現有資訊做一初探,期作為深入研究的墊腳石。 |
英文摘要 | The national Taiwan Science Education Center (NTSEC) is a publicly financed, privately managed institution that has contracted Tatung System Technologies to run daily operations since 15 January 2004. This paper discusses the management of the NTSEC's marketing efforts, covering the following areas: The broader environment: Finding ways to stimulate greater public interest in the NTSEC by considering rational and emotional factors. Market differentiation: Development of the NTSEC into an institution for genuinely furthering scientific education. Goal orientation: Continuing to pursue the NTSEC's mission of promoting scientific education. Target audience: Working to put the "customer" (visitors) first. Exhibition content: Making genuine contributions to furthering education in popular science. Ticket pricing: Achieving optimal pricing for admission tickets. Marketing channels: Both broadening and diversifying avenues for marketing. Marketing approaches: Through coordinated measures, increasing motivation to visit the NTSEC. The current paper provides a preliminary treatment of these issues based on currently available materials, in the hope that it will offer a stepping-stone for further research. |
本系統中英文摘要資訊取自各篇刊載內容。