| 摘要: | 本研究主要的研究動機是基於政府從2002年起便亟欲推動國內文化創意產業，但產業界卻普遍對於整合行銷傳播的使用不夠了解，尤以文化展演設施為最。為避免情形繼續惡化下去，本研究採用次級資料分析法(secondary analysis)及深度訪談法(in-depth interview)，探索台北當代藝術館於2007年1月至2008年12月內所有展覽、活動之整合行銷傳播策略，並進行效果評估，以達成下列兩點研究目的：1. 台北當代藝術館如何使用整合行銷傳播策略推動文化展演設施產業發展？2. 台北當代藝術館的整合行銷傳播策略使用效果為何？ 研究結果發現，台北當代藝術館於2007年、2008年間共使用了六種行銷策略，包括：「資料庫行銷」、「關係行銷」、「體驗行銷」、「口碑行銷」、「策略聯盟」、「事件行銷」，以及五項大眾傳播工具，包括：「廣播」、「電視」、「報紙」、「雜誌」、「網路」。 效果分析發現，台北當代藝術館於2007年以前，每年的參觀人數平均約為8萬人次，2007年使用整合行銷傳播的結果，是參觀人數超出創館六年以來的平均值，參觀人數來到91,885人次，2008年，持續使用整合行銷傳播，參觀人數更是大幅成長，來到144,842人次，成長幅度高達五成八，參觀人數為歷年來最高。 承上述，台北當代藝術館不但成功吸引創館以來最多參觀人數的佳績，難能可貴的是，當代館並沒有因為參觀人數的暴增而降低了其服務品質，當代館於2007年、2008年間的民眾體驗與口碑皆達水準以上。 本研究之研究貢獻是整理出了「博物館與行銷」、「整合行銷傳播的起源與定義」、「整合行銷傳播的特質」、「整合行銷傳播模式與傳統行銷模式的比較」、「整合行銷傳播策略」等，可提供文化展演設施產業，甚至是所有的文化創意產業參考；更大的研究貢獻是本研究建立出台北當代藝術館的整合行銷傳播模式，經本研究分析其效果之後發現，該模式成功地為當代館創造歷年來最佳的參觀人數，對國內眾多苦無經費與專業人才經營的文化展演設施而言，本研究無疑是一帖良方。
The research motive of this research is based on Cultural Creative Industries. Cultural Creative Industries have not known how to use Integrated Marketing Communication well, especially Cultural Performance Facilities although the Government has been trying to push it since 2002. For avoiding the situation being continuing deteriorating, this research took Secondary Analysis and In-depth Interview to explore how Museum of Contemporary Art Taipei used Integrated Marketing Communication Strategies for all exhibitions and events from January 2007 to December 2008. Therefore, this research evaluated research result for following two research purposes. A. How did Museum of Contemporary Art Taipei use Integrated Marketing Communication Strategies to push Cultural Performance Facilities? B. What was the beneficial result of Museum of Contemporary Art Taipei using Integrated Marketing Communication Strategies? The research result has shown that Museum of Contemporary Art Taipei used six strategies, which are “Database Marketing, Relationship Marketing, Experiential Marketing, Buzz Marketing, Strategic Alliance and Event Marketing” and five mass communication tools, which are “radio, television, newspaper, magazine and internet.” The beneficial result has shown that the average visiting population in a year of Museum of Contemporary Art Taipei is about 8,000 by 2007. In 2007, the result of Museum of Contemporary Art Taipei using Integrated Marketing Communication led the visiting population of 2007 to increase over the average visiting population of past six years. Therefore, the visiting population of 2007 was 91,885. In 2008, the visiting population of 2008 of Museum of Contemporary Art Taipei increased massively because Museum of Contemporary Art Taipei continued to use Integrated Marketing Communication. For this reason, the visiting population of 2008 of Museum of Contemporary Art Taipei was 144,842. In addition, the visiting population of 2008 of Museum of Contemporary Art Taipei has been the maximum since it was established. Museum of Contemporary Art Taipei not only successfully achieved the maximum visiting population but also kept the service quality. Museum of Contemporary Art Taipei’s consumer experience and reputation were outstanding during 2007 and 2008. The contribution of this research is to organize “museum and marketing, the beginning and the definition of Integrated Marketing Communication, the features of Integrated Marketing Communication, comparing Integrated Marketing Communication model to traditional marketing model and Integrated Marketing Communication strategies.” They can provide Cultural Performance Facilities for reference, even Cultural Creative Industries. In addition, the better contribution is that this research builds Museum of Contemporary Art Taipei’s Integrated Marketing Communication model. It brings the best year of eight years of Museum of Contemporary Art Taipei successfully after being proved. To Cultural Creative Industries which is lacking of finance and professional human resource, this research is absolutely a good medicine. |
