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研究生:林怡伶
研究生(外文):Yi-Ling Lin
論文名稱:應用社群媒體於博物館經營之研究
論文名稱(外文):A Study on Applications of Social Media in Museum Management
指導教授:廖鴻圖廖鴻圖引用關係杜智興杜智興引用關係
指導教授(外文):Horng-Twu LiawChih-Hsing Tu
學位類別:碩士
校院名稱:世新大學
系所名稱:資訊傳播學研究所(含碩專班)
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:144
中文關鍵詞:社群媒體博物館行銷博物館經營
外文關鍵詞:Social MediaMuseum MarketingMuseum Management
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隨著通訊與數位科技不斷的創新, 民眾對美學與文化的休閒生活,有更多的需要;另一方面,許多博物館為了提供觀眾更好的服務品質,跟上這波知識經濟的時代,已嘗試運用社群媒體的相關工具,拉近博物館與觀眾之間的距離、鼓勵參與者分享個人經驗,同時也將博物館推廣給更多的潛在觀眾與愛好者。
基於上述背景,本研究旨在探討應用社群媒體於博物館經營的研究,這個研究採取多個個案的研究方式,以實際採訪五家國內博物館,分別以四個面向 (博物館溝通現況、使用社群媒體的理念、經營的策略、評估與期待) 來探討博物館目前應用社群媒體的理念、實際操作的策略及面臨的困境,藉由分析討論這些面向,本研究將提出社群媒體的應用策略,以解決目前博物館在使用社群媒體的困境。
因此,本研究結果如下:1) 社群媒體對博物館來說,是用以開發潛在客戶和增加到館參觀率的行銷工具。2) 目的、功能和品牌知名度是博物館選擇社群平台的關鍵因素。3) 吸引觀眾和持續地參與是目前博物館應用社群媒體的挑戰。4) 目前尚未有社群媒體績效評估的指標。
本研究所提出的策略建議如下: 1) 採用多樣類型的社群媒體,以Web3.0的概念經營。2) 以逐水草而居的方式,選擇品牌知名度高的社群媒體平台。3) 運用電子報、電子期刊及館訊等數位典藏資料,開發有各館特色及影響力的內容。
This thesis aims to examine the application of social media in museum management in the contemporary context. Through the approach of multiple case studies, this research conducted the interview with five museums in Taiwan. Based on the four dimensions, including the scenario of museum communication, conceptual position, operational strategy, and evaluation and expectation, this research seeks to discover the rationale and process of social media applied in museums, and contemporary difficulties.
After analyzing those issues, this research attempts to provide the applicable strategies to overcome the difficulties. Therefore, the conclusion of this research is listed below: 1) Social media is served as a marketing tool for museum to not only reach potential audience but also increase the physical attendance. 2) Purposes, functions, and brand awareness are the decisive factors to adopt social media platform. 3) Engaging audience and sustaining participation on social media are the challenges to museum in the contemporary context. 4) The index or mechanism of evaluation on social media performance is not available.
In addition, the researcher offers the applicable strategies for the application of social media in museum as below: 1) Widely adopting social media platform to reach Web3.0 concept. 2) Choosing platform by nomad strategy. 3) Utilizing digital archive to enrich the content approach.
Acknowledgement I
摘要 II
Abstract III
Table of Contents IV
List of Figures VI
List of Tables VII
Chapter 1: Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purpose 3
1.3 Research Scope 4
1.4 Research Structure 4
Chapter 2: Literature Review 6
2.1 Research on the impact of social media on museum practice 6
2.2 Research on engaging museum visitors through social media 11
2.3 Research on balancing access and protection on social media platforms in museums 18
2.4 Research on sustaining participation in social media spaces 25
2.5 Research on effectively using social media to market the Arts 31
2.6 Overall Critique 36
Chapter 3: Relevant Theory 40
3.1 Introduction to Museum 40
3.2 Museum Marketing 46
3.3 Introduction to Social Media 52
Chapter 4: Methodology 57
4.1 Research Steps 57
4.2 Research Method 58
4.3 Research Subject 58
4.4 Data Collection 59
4.5 Data Analysis and Expert Interview 62
Chapter 5: Research Finding and Discussion 64
5.1 Mission statement analysis 64
5.2 The scenario of museum communication analysis 66
5.3 The conception of social media use analysis 69
5.4 The operation of social media use analysis 72
5.5 The evaluation and expectations of social media use analysis 76
5.6 Social media performance analysis 81
5.7 Initial analysis result and discussion 86
5.8 Summary 95
Chapter 6: Conclusion and Suggestion 97
6.1 Conclusion 97
6.2 Suggestion 103
References 105
Appendix 1:Interview Outline 113
Appendix 2:Interview Transcription 115
Appendix 3:Interview Transcription 121
Appendix 4:Interview Transcription 125
Appendix 5:Interview Transcription 130
Appendix 6:Interview Transcription 133

List of Figures
Figure 2-1: Strategic model for social media use by museum ................................. 17
Figure 3-1: Museum typology ................................................................................ 43
Figure 3-2: Museum Classification ........................................................................ 44
Figure 3-3: Museum Classification ........................................................................ 45
Figure 3-4: Museum exchange transactions and relationship .................................. 47
Figure 3-5: Holistic Marketing .............................................................................. 49
Figure 3-6: 5P Elements of the Museum Marketing Mix ........................................ 50
Figure 3-7: The 5Ps and 5Cs .................................................................................. 50
Figure 3-8: Marketing Planning Process ................................................................ 51
Figure 4-1: Research Flow....................................................................................... 57
Figure 6-1: Four major common categories of social media ....................................102
List of Tables
Table 2-1: Similarities in constructivist exhibitions and social media ....................... 7
Table 2-2: Differences in constructivist exhibitions and social media ....................... 7
Table 2-3: Comparison of museum visitors and total sample .................................... 8
Table 2-4: Case study of COSI ............................................................................... 12
Table 2-5: Case study of The Wexner Center ......................................................... 14
Table 2-6: Case study of CMAI ............................................................................. 15
Table 2-7: Ten common participant motivations ..................................................... 29
Table 2-8: Website evaluation criteria .................................................................... 32
Table 3-1: Definition of museum ............................................................................. 40
Table 3-2: Category of social media ....................................................................... 54
Table 3-3: Type of platform for user-created content .............................................. 55
Table 4-1: List of interviewees’ background ............................................................ 59
Table 4-2: List of Consultant Background................................................................ 61
Table 4-3: List of Expert Background ...................................................................... 62
Table 5-1: Mission statement of case study museum ................................................ 65
Table 5-2: The scenario of museum communication ................................................ 67
Table 5-3: The conception of social media use ......................................................... 69
Table 5-4: The operation of social media use ........................................................... 73
Table 5-5: The evaluation and expectations of social media use ............................... 77
Table 5-6: The type of social media adoption ........................................................... 81
Table 5-7: The operation of Facebook Fan Page ...................................................... 82
Table 5-8: The growth of fans on Facebook ............................................................. 83
Table 5-9: The performance on the Facbook Wall .................................................... 84
Table 5-10: The performance on YouTube ............................................................... 84
Table 5-11: The performance on Blog ...................................................................... 85
Table 5-12: The performance on Plurk ..................................................................... 85
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