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題 名 | 現代博物館品牌行銷策略之探討--以國立歷史博物館文創開發之理念與實踐為例=rand Marketing Strategy for Modern Museum--A Case Study on the Theory and Practices of Cultural and Creative Development of National Museum of History |
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作 者 | 黃英哲; | 書刊名 | 國立歷史博物館學報 |
卷 期 | 52 2015.12[民104.12] |
頁 次 | 頁120-134 |
分類號 | 069.77 |
關鍵詞 | 品牌行銷策略; 文創開發; 公益文創; 博物館商店; Brand marketing strategy; Cultural and creative development; Cultural and creative for public benefit; Museum shop; |
語 文 | 中文(Chinese) |
中文摘要 | 21世紀是文化創意產業快速發展的年代,現代的博物館都在摸索、思考如何發展具有特色的博物館文創,讓更多民眾能參與擁有,也創造出更多的經濟產值,而其中的關鍵在於「品牌」的建立、經營與行銷,並開發具有博物館特色的文化創意產業。博物館品牌就如同其他企業品牌一樣,只是博物館品牌包含著更多面向,諸如研究、文化教育、社會責任等內涵。國立歷史博物館的品牌行銷策略,主要在於重新詮釋博物館典藏的獨特之處,開發能保存文化價值、同時滿足市場需求的文創衍生品,除了重視衍生品或是圖像授權的利益導向,更具備整合能力,導入社會責任與人文關懷概念,藉由博物館文創商店功能擴展行銷通路,提升博物館成為文創產多方資源的媒合平臺,讓普羅大眾感受與認知史博館品牌。 |
英文摘要 | 21st century is an era with rapid development of cultural and creative industry. Modern museums are exploring and thinking about how to engage in cultural and creative development with unique features, allowing more people to participate in activities and create more economic output. Among all factors, the key is to create, manage, and market the “brand”, and develop a cultural and creative industry featuring the museum. The brand of museum is like that of enterprises. However, the brand of museum includes more dimensions, such as research, cultural education, and social responsibility. Brand is an asset with the most potential for development. How to take advantage of the existing brand to engage in development and utilization and create a cultural and creative industry with scale is the indispensable subject for discussion on museum management strategy. The brand marketing strategy of National Museum of History aims to reinterpret uniqueness of collections, develop derivatives which conserve cultural values and satisfy market needs, and render cultural creation with values higher than collections, making the general public feel and identify the brand of the Museum. |
本系統中英文摘要資訊取自各篇刊載內容。