「地方文化館」執行都市行銷策略所產生之效益研究－以高雄市愛河文化生活圈為例

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题名:	「地方文化館」執行都市行銷策略所產生之效益研究－以高雄市愛河文化生活圈為例
其它题名:	The Research on the Effectiveness of the Local Cultural Museums Operated under the City Marketing Strategy--A Case Study on the Museums in the Kaohsiung Love-river Cultural Living Circles
作者:	洪榮傑 Hung, Jung-chieh
貢獻者:	美學與視覺藝術學系碩士班陳國寧 Kuo-ning Chen
关键词:	都市行銷;地方文化館;愛河文化生活圈;行銷效益回饋 Local Culture Museums;City marketing;Kaohsiung Love-river Cultural Living Circles;Marketing Effects Feedback
日期:	2009
上传时间:	2015-03-24 13:38:17 (UTC+8)
摘要:	本研究之起源，來自公部門利用地方文化館執行都市行銷策略後所產生的諸多疑問。這如二者的結合基礎為何?所扮演的角色與功能?結合後的效益及回饋機制等。藉由理論回顧、實地訪查運用地方文化館行銷都市頗有成效之高雄市地區，並且以高雄市政府所規劃之愛河文化生活圈中三所文化館為標的，進行都市行銷效益程度之問卷調查。經研究分析後發現：　一、地方文化館與都市行銷相互結合的適當性，立基於：「由下而上的需求理念」及三大執行原則。二、文化館在都市行銷架構中，可承擔：「基礎建設中的產品」、「人員行銷下的價格」、「形象行銷下的通路」、「吸引力行銷下的促銷」等角色與功能。三、經二者結合後發現，地方文化館協助都市行銷效益回饋構面，將由「吸引力」、「滿意度」及「地方認同感」等三方面效益組成。四、實際觀查高雄市運用地方文化館行銷都市可發現，該地區可形成良好效益主要因為高雄市公部門在政策上，為文化館塑造出：「策略」、「行政」、「環境」、「經營」、「管理」等五大執行優勢，然而該五大優勢亦造成少許相對缺點。五、愛河文化生活圈中四所文化館，藉由主動開發與「民眾」、「產業」、「行銷都市」等三大面向的經營模式，造成該地區在觀光、都市印象等效益上有顯著成果。六、經「行銷效益回饋構面」實際測量三館協助行銷都市的效益程度發現：1.三館皆在民眾參觀前，對民眾有顯著的吸引力，但在參觀後，台灣醫療史料文物中心(以下簡稱醫史館)經營內涵降低民眾吸引力程度、2.高雄電影圖書館(以下簡稱高影館)及上雲藝術中心(以下簡稱上雲館)皆獲得民眾服務滿意評價。3.三館的設立經營，在整體上有助提升民眾對於都市或社區的認同感，但在細部操作上，三館皆需加強與民眾情感互動以凝聚社區向心力之效益。　　The origin of this study is derived from some questions of the government executing City Marketing strategies by Local Culture Museums. What are the basics of the combination of these two? What are those roles they play and the functions they have? And what are the effects and the feedback of the combination? Through the overviews of this thesis, the questionaries and the investigation applying Local Culture Museums to market Kaohsiung where is effective on City Marketing, the findings are as follows:　1. The appropriateness of the combination of Local Culture Museums and City Marketing is based on the ＂Marketing Wants＂ and three executive principles. 2. In the frame of the City Marketing, Local Culture Museums can play these roles, including ＂the products of the basic constructions,＂＂the price of Personnel Marketing,＂＂the places of Image Marketing;＂ and ＂the promotion of attractive Marketing.＂3. It's found that the feedback systems of City Marketing effects are constructed by the results of ＂Attraction＂＂Satisfaction,＂ and ＂Local Identity;＂4. It can also find that Kaohsiung City Government has a great effect on marketing city with local cultural museums by using the following five policies: ＂Strategy,＂＂Administration,＂＂Environment,＂＂Management,＂ and ＂Operation＂ comes into great effects; however, these five advantages still bring out a few flaws; 5. the Kaohsiung Love-river Cultural Living Circles has achieved remarkable success on tourism and Kaohsiung city image through expanding actively, and three managing types: ＂residents,＂＂industries,＂ and ＂City Marketing＂; 6. through ＂The System of Marketing Effects Feedback＂ investigating the effectiveness that Local Culture Museums assist City Marketing, we found as follows: (A) these three museums have great attractions for residents before visiting there; however, the residents lose their interests in Taiwan Medical Museum after visiting there because of its contents of management; (B) the residents appraise the satisfying services of both Soaring Cloud Art Center and Kaohsiung Film Archive a lots; (C) these three museums are able to raise the residents' City and Community Identity, but actually, these three need to enhance the reactions with the residents to cohere the communities around the museums.
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