臺灣博碩士論文加值系統

本論文的目的在瞭解學前教育機構的需求，並檢視工博館學前教育機構的行銷組合能否滿足他們，所採用的研究方法為問卷調查及焦點團體訪談。
在問卷調查方面的設計原則為：「找出目標觀眾的需求」、「滿足目標觀眾的需求」，所謂「需求」，則以行銷組合4P及消費規格為主要面向。發放對象為全部的工博館的學前教育機構團體會員，共計630個樣本，其中預試回收24份，經調整問卷內容後發出580份問卷，回收185份。
為彌補問卷調查深度不足，本論文依受訪學校與工博館距離之遠近規劃兩場焦點團體訪談，訪談題綱除延續問卷調查設計原則，還針對問卷調查分析結果所反映出的問題，深入探討。訪談對象以問卷調查受訪者為母群體，第一場以工博館附近地區的園所為主，第二場則以外縣市園所為主；從問卷答案挑選特定對象，針對「經常到館」、「從不到館」、「問卷調查結果與平均結果符合程度八成以上者」及「問卷調查結果與平均結果符合程度五成以下者」四種類型各邀請1~2位參加。
研究結果發現，博物館為永續生存發展，開始重視行銷，因資源有限無法滿足所有觀眾，所以進行目標行銷。學前教育機構是博物館應重視且值得開發的目標觀眾，其進行校外教學主要考量對幼兒的適切性、課程的配合、安全及服務，但是價格、交通、距離等因素卻最令他們耿耿於懷。工博館的展覽、活動獲得學前教育機構的滿意，如能專為學前兒童設置幼幼專區，將會更好！學前教育機構對於工博館所提供的各項服務，尤以票價政策，認知不足；「距離」是外縣市學校較少前往工博館參觀之主因；工博館應善加利用適當的宣傳管道，提前行銷。工博館的「科工友園/所」會員制度，為博物館與學前教育機構建立長期的關係，工博館的努力到目前為止已有初步的成效。
從以上結論，提出對工博館學前教育機構行銷組合建議如下：專為學前兒童設置幼幼專區並適時更新主題，建立特色，創造兒童科學園的雙語環境，成立幼教資源中心。加強推廣價格優惠政策，與公車處進行策略聯盟解決交通問題。分散週二人潮，簡化預約手續，加強行程規劃與各項服務之推廣；建立完整資料庫，針對目標觀眾進行持續性的意見調查，凝聚會員向心力並善用幼教雜誌管道，提早行銷，並可透過學前教育機構進行家長行銷。

The aim of this thesis is to understand the need of a pre-school education institution, and examine whether the current pre-school education institution marketing mix of the National Science and Technology Museum (NSTM) can satisfy the target audience. Two methods were used in the research: surveying by questionnaires, and focused group interviews.
The questionnaires were designed on the principles of: finding out the needs of the target audience, and satisfying the needs of the target audience. The “needs” were oriented according to marketing mix 4P and consumption standards. The questionnaires were issued to all the members of NSTM’s pre-school education institution group. There were 630 samples, of which 24 were answered on pre-test. After adjusting the contents of the questionnaire, 580 of them were issued, of which 185 answered.
To account for the possibility of the questionnaire not being thorough enough, the thesis organized two in-focus interviews according to the distance of the school to be interviewed from the museum. Other than continuing the principles of the questionnaire design, the topic of the interview also pin points and probes into what the results of the survey reflects upon. The main group was those to whom the questionnaires were targeted at. The first interview mainly concerned the pre-schools and kindergartens nearest to the museum, the second one targeted on those outside the county. One to two persons were chosen from each of the four categories: “visits the museum often”, “never visits the museum”, “percentage of answers matching lies above 80% of the mean result”, and “percentage of answers matching lies below 50% of the mean result”, and invited to participate.
Researches show that, target marketing is done because museums had started to place an importance on marketing, to help it continue to exist and develop, and because the current resources are limited and cannot satisfy everyone. Pre-school education institutions are one thing museums should start to value and develop. When arranging educational field trips, pre-schools mainly consider its appropriateness to the children, its relevance to the curriculum, its safety and the services provided. But costs, transport and distance are the obstacles that stop them in their effort. NSTM’s exhibitions and activities are approved by pre-school education institutions, and if a special section could be established for pre-school toddlers, the approval will rise. Pre-school education institutions know very less about the various services provided by NSTM, especially about the policy concerning prices of tickets; and distance is the main reason why schools outside the county rarely visit the museum. The museum should utilize an appropriate method for publicizing and marketing. The membership system of NSTM’s corporate kindergartens and pre-schools has established a long-term relationship between the museum and the pre-school institutes, and these efforts have begun to produce effective results.
Concluding from the above, the suggestions to be made concerning NSTM’s marketing mix towards pre-school education institutions are as follows: set up a special section for pre-school children with appropriate changes in themes, establish it as a characteristic of NSTM’s, create a bilingual environment in The Children’s Science Center, as well as setting up an educational resource center for young children. A policy on special prices should be publicized, and by coalescing tactics with the bus company, transport problems could be resolved. The “Tuesday crowd” should be relieved, the appointment procedure simplified, and program arrangements improved. Other services should be advertized for the public to know. Marketing can be done in advance by setting up a thorough database and performing continuous surveys on target audiences. All members of the pre-school education institutes should be brought together, and the channel of pre-school educational magazines can be used wisely. At the same time, the idea can be introduced to the parents through these pre-school education institutions.

第一章　緒 論
第一節 研究動機及目的 1
第二節 研究範圍 4
第三節 名詞解釋 4
第二章　文獻探討
第一節 行銷暨其演進 8
第二節 成功行銷的二項指標 12
第三節 博物館與行銷 17
第四節 目標行銷理論 20
第五節 博物館的行銷組合 24
第六節 學前教育與博物館 32
第七節 工博館學前教育機構之行銷組合 37
第三章　研究設計
第一節 研究流程及對象 41
第二節 問卷設計原則 42
第三節 問卷調查設計 43
第四節 焦點團體訪談設計 50
第四章　研究發現
第一節 問卷調查研究發現 55
第二節 焦點團體訪談研究發現 83
第五章　結論與建議
第一節 結論 113
第二節 建議 119
參考書目 123
附　　錄
一、工博館「科工友園/所/班」優惠方案 125
二、工博館「幼稚園/托兒所/補習班利用博物館資源」會議記錄 127
三、幼稚園/托兒所利用工博館資源調查問卷 133
四、幼稚園/托兒所利用工博館資源焦點團體訪談邀請函 137
五、幼稚園/托兒所利用工博館資源調查問卷開放式問題彙整 139
六、幼稚園/托兒所利用工博館資源焦點團體訪談逐字記錄（一） 147
七、幼稚園/托兒所利用工博館資源焦點團體訪談逐字記錄（二） 157

【期 刊】
于瑞珍，「現代科學博物館的學習特徵」，科技博物，1卷3期，（高雄：工博館，民86）。
張婉真，「博物館行銷：博物館從業人員的新課題」，新朝華人藝術雜誌Art China ，Mar 1999（台北：時周多媒体，民88）。
曾琪淑主編，「十八個展示主題簡介：兒童科學園」，科技博物2卷2期，（高雄：工博館，民87）。
劉俐，「博物館建立會員制之必需性」。藝術家，46卷3期，（台北：藝術家，民87）。
盧昭蓉，「博物館行銷會員制之實作研究」，科技博物，4卷3期，（高雄：工博館，民89）。
顏上晴，「科工館觀眾意見調查－觀眾認為我們需要改進嗎？」，科技博物，6卷3期（高雄：工博館，民91）。
【專 書】
Dr. John H. Falk & Dr. Lynn D. Dierking著；林潔盈、羅欣怡、皮淮音、金靜玉譯。博物館經驗。台北：五觀，民90。
Peter F. Drucker 著；余佩珊譯。非營利機構的經營之道。台北：遠流，民83。
Philip Kotler & Joanne Scheff著；高登第譯,。票房行銷：菲利浦科特勒談表演藝術行銷策略。台北：遠流，民87。
Philip Kotler著；高登第譯。科特勒談行銷∼如何創造、贏取並主宰市場。台北：遠流，民89。
Dr. Sharron Dickman著；林潔盈譯。如何行銷博物館：推廣博物館、美術館和展覽的概念與方法。台北：五觀，民91。
朱敬先。幼兒教育。台北：五南，民81。
周淑惠。幼兒自然科學經驗－教材教法。台北：心理，民87。
林朝鳳。幼兒教育原理。台北：復文，民83。
國立科學工藝博物館，國立科學工藝博物館91年年報。高雄：工博館，民92。
國立歷史博物館編輯委員會編。博物館行銷研討會論文集。台北市：史博館，民87。
郭玉生。心理與教育研究法。台北：精華，民84年。
陳淑菁。國立科學工藝博物館九十二年觀眾意見調查報告。高雄：工博館，民92。
陳國寧編。博物館的營運與管理－縣市立文化中心博物館的工作參考手冊。台中縣：台灣省政府教育廳，民81。
張瑜倩，「以博物館行銷觀點探討博物館形象建立」。台北：國立政治大學圖書資訊學研究所，碩士論文，民92。
張譽騰。國立科學工藝博物館展示效果之評量研究：以「航空與太空」及「量度與科技」展示廳為例。高雄：工博館，民89。
張譽騰編。「博物館教育講義」。台南：國立台南藝術學院博物館學研究所，民89。
黃俊英。行銷學。台北：華泰，民87。
黃俊英。行銷學的世界。台北：天下文化，民92。
黃深勳、黃俊英、洪順慶、劉宗其、翁景民編。行銷管理。台北：國立空中大學，民85。
【Books】
Gary Armstrong and Philip Kotler, Marketing: An Introduction, 6th ed.Peter Drucker, Management: Tasks, Responsibilities, Practices（New york: Harper & Row, 1973）
Peter Bennett, Dictionary of Marketing Term, 2nd. （Lincolnwood, IL: NTC Publishing Group, 1995）
（Upper Saddle River, NJ: Pearson Education, 2003）
Philip Kotler and Gary Armstrong, Marketing: An Introduction, 4th ed.（Upper Saddle River, NJ: Prentice Hall, 1997）。
Solinger, Janet（1986）Museum Membership。Public Review-The ICOM handbook of museum public relations.