台灣美術館管理趨勢之洞悉

Abstract

研究顯示，雖然台灣觀眾相當關心博物館所舉辦的活動與設施，主要吸引觀眾到博物館參觀的主因仍是展覽本身。目前大多的研究都著重在於致力找出遊客期望與實際服務、設施之間的比較，卻少有研究提出展覽參與度之技巧分析與受眾關係管理之間的連結度。

直至今日，“受眾關係管理”（ARM）仍是一個常被忽視的議題，而此項研究將帶入此議題來一同談討博物館市場營銷的面向。從商學院研究的觀點出發，希望藉由介紹與透過此全面性的受眾關係管理生命週期的框架，持續參與、保留和擴大博物館的觀眾群。

有兩間台灣公立非營利藝術博物館採用此「多個案研究設計」方法來研討這個少被探索的領域，研究資料來自台北市立美術館和當代藝術博物館的二手資料，專家意見，觀察與對其關鍵工作人員的深入訪談，同時也對上述資料與個案採取「單獨被分析」與「比較分析」等分析技巧。

此研究確立以新式受眾關係管理模式探討了台灣當代博物館營銷趨勢，而由此框架所得之的結論可視為非營利性博物館有效管理策略之原型。

Studies have shown that although Taiwanese audiences care deeply about museum events and facilities, their primary motivating factor for visitation remains to be exhibition engagement. However, little work has been found that proposes exhibition engagement techniques through the concept of managing audience relationships. Instead, much research has been devoted to identifying visitor expectations and comparing them with actual service performance.

“Audience relationship management” (ARM) remains to be an overlooked topic, and is a term which this study has proposed to the field of museum marketing. It is a much-needed business school perspective on museum studies which introduces a framework to engage, retain and expand museum audiences through a holistic ARM lifecycle.

A multiple case study approach of two Taiwanese public non-profit art museums has been used to examine this seldom explored area. Data has been collected from secondary sources, expert opinions, observations, and in-depth interviews with key staff members from the Museum of Contemporary Art and the Taipei Fine Arts Museum. The data has been analyzed using both within-case and cross-case analysis techniques.

A novel ARM model which explores contemporary museum marketing trends in Taiwan has been defined. The conclusions drawn from this proposed framework may also be regarded as prototypes for effective management strategies in non-profit museums.