查詢結果分析
來源資料
頁籤選單縮合
題 名 | 臺灣代表性公立美術館網路行銷策略組合之探討=Exploration of Internet Marketing Strategy Mixes of Taiwan's Representative Public Art Museums |
---|---|
作 者 | 張正霖; 林姿岑; | 書刊名 | 博物館學季刊 |
卷 期 | 38:1 2024.01[民113.01] |
頁 次 | 頁77-95 |
分類號 | 906.8 |
關鍵詞 | 美術館; 組織變遷; 數位媒介; 網路行銷; 策略組合; Art museums; Organizational change; Digital media; Online marketing; Strategic mix; |
語 文 | 中文(Chinese) |
DOI | 10.6686/MuseQ.202401_38(1).0004 |
中文摘要 | 網路行銷不僅是現代商業的重要工具,對於公共機構的目標實現亦有 助益。網路行銷的跨界效益讓公立美術館發揮更大價值,更有效地達到其 組織設置目標。然至目前,臺灣之公立美術館究竟採用及組合哪些主要的 網路行銷策略,仍未有較整體的學術探討。本文即由此問題意識切入,以 臺灣重要之三大美術館:臺北市立美術館、國立臺灣美術館、高雄市立美 術館為研究對象,藉由文獻蒐集與資料分析,調查與研究此三大美術館主 要的網路行銷策略及其組成。在多種網路行銷策略中,本研究發現公立美 術館最常運用 5 種策略:通訊行銷、行動平臺行銷、聯盟行銷、社群行 銷、病毒行銷。藉之,公立美術館得以較好地達到即時傳遞訊息、豐富視 訊資訊、促進雙向互動、有效拓展社群等功能。 |
英文摘要 | Internet marketing is not only an important tool for modern businesses, but also for public institutions, to achieve their goals. The crossover effects of internet marketing enable public art museums to achieve greater value, in addition to organizational goals. However, to date, there has been no comprehensive academic exploration of the adoption and combination of online marketing strategies among Taiwan’s public art museums. In this study, three important art museums in Taiwan: the National Taiwan Museum of Fine Arts, the Taipei Fine Arts Museum, and the Kaohsiung Museum of Fine Arts served as the research objects. Through literature review and data analysis, we investigated the staple online marketing strategies of these three museums. Based on the results, among a variety of available online marketing strategies, public art museums in Taiwan most commonly use five: instant messaging marketing, mobile platform marketing, affiliate marketing, social media marketing, and viral marketing. With these strategies, public art museums are better able to carry out instant messaging, enrich video information, promote two-way interactions, and effectively expand their communities. |
本系統中英文摘要資訊取自各篇刊載內容。