博物馆置入性行销策略之研究:以淡水”红城小舖”为例
博物^置入性行^策略之研究:以淡水”11城小毓”舄例 A Research of Placement Marketing Strategy of Museum: The Case of Tamsui Historical Museum Souvenir Shop. 王筠 阈立台南葵律i•大孥研究所a± 新北市立淡水古踵博物^行 A Research of Placement Marketing Strategy of Museum: The Case of Tamsui “Fort San Domingo Souvenir Shop” 摘要 因雁彳爰博物tg畤代的来晦,博物^除了是做研究、展示、典藏及推腐教育功 能外,更期待是休憩旅遮等多元的IS性,以潇足遮客的需求。反之,如何有效的 告知遮客^息篇襄遮客参典,或是能像先知般醴察遁客需求、撞狸遮客的心,皆 是博物^行£肖的重要^息。如何将行/肖化:B例行的棠矜项目,置入於活勤、展埸、 研究常中,以因雁企棠行£肖如何用在博物^中,成舄博物^常前重要的^题。 本研究以博物tg行争肖概念而言,1E分舄核心^值、衍生^值三 m,其^换:念品店,即舄核心走品、品及衍生走品,紧扣著博物^建 的宗旨及目木票,方始成:B特色经管的舍,而具猾特性。其策的分析又 以主题意象概念、整、商品的市埸性、副新的僵值性、媒醴整合行争肖, 做舄经管豪己念品店的重要^息。 博物己念品店的成立,除了tg内文副商品,业具脩宣傅博物tg的使 命舆任矜,笨者将^念品店商品,视舄一禅「博物tg置入性行£肖」的方法之一; 通常,在参^博物I®浆多^息中成己念品店可以很鞍耘旦生活化的言襄遮客带回言己 憧,也使遁客藉由商品更清晰博物^所要傅建的^息,港而告知遁客博物^的^ 值° Due to the coming of post-museum era, people expect the variety of museum functions, such as tourism, in addition to research, exhibition, collecting and education promoting, in order to satisfy with their needs . On the contrary, how to effectively in tourists messages, to allow visitors to participate in, to understand the needs of tourists as prophetic, or to capture the hearts of tourists are important messages for museum marketing. To turn marketing s into routine items and to place them into activities, exhibition halls and researches is the important issue to museum nowadays. In the study, we trans museum marketing concepts which are divided into the core values, the actual value and the derivative values into souvenir shop. The shop is based on the purpose of the museum. Tt sells the core products, the actual products and the derivative products. Therefore, it can become a unique and distinctive shop. Its analysis of the strategy and the management are the concept of theme, overall visual planning, commodity market, the value of innovation, media marketing. They could be the important messages for the operation of souvenir shop. Besides developing cultural products, the souvenir shop also have to promote museum mission. The author views the products in the souvenir shop as one of the s of museum placement marketing. Normally, tourists can easily take back the memory of the museum through the souvenir shop. The museum can also in the messages through the products. Tt can in tourists the value of the museum as well. K!健字:博物^、城己念品店、置入性行笠肖、加商品 壹、前言 淡水文化兼具多阈文化的交融,居民自的内化,在地凰光的呈现,使得淡 水麽史文化僵值深受各界重视典肯定。文化的傅承舆展现是走、官、孥、民的 醴表现,缺…不可,因此透遏淡水民浆意言戢自主自嵬地保留多檬貌文化檬憩,结 合孥者、尊家、棠界及檄n代表,有效地保留淡水的人文菅萃,菖^淡水古踵群 带更逵一步提升其能见度舆弓筮化文化意象,^淡水文化蹭上阈|5祭舞台。 淡水古踵博物tg (以下筒稍淡古)目前^放的文化景黑占有就毛城、涎尾石包台、 婪“折工坊、小白宫及涎水一方(位於濂人码§1)等fgis,未来将纳入^放 匾简有程氏古厝、阈e祭婪律亍村或得忌利士洋行等tg舍。新北市政府在升格废冀望 民聚在醴^文化的同畤,也能拳寸地方文化更深屑的醴普忍,营式[«规割各地匾文化列 卓的可行性,以串速地方特色景黑占,充光资源,使民聚深地方特色, 逵而透遇行£肖宣傅,活^周遑的商棠畿展,使整醴效能提升。 在^及博物^行£邰寺,很重要的-璞行舄;人仍参^博物tg的目的, 有充^知言哉、孥智、交友、休踢、欺食及娱槊等,如何潇足遮客的需求,即舄行 £肖的重心所在。博物tg若能充分掌握遮客到tg的僵值舆需要,逵而促成^浆再度 参言方,其愉快经,膝也能再漫延其他潜在^浆,!《行£肖的效能加成。 M、研究方法舆流程 (一)文献研究法 1、策略规割的理念舆步骤。探的企棠界及孥拳寸策略分析的规割方式品用疑 一套逋用博物^行£肖策略的方法。 2、博物gg置入