日新月異的科技發展帶動人類文明、社會的進步，深切影響人類生活的品質。現代人的生活，無論是在哪一個層面，皆與科學密不可分，而科普教育推廣的重要性也漸漸被重視。 嘉義市天文協會本著「讓嘉義市成為全國天文最普及的地方」的精神，自1987年成立以來致力於推廣地方科普活動，2011年與雲嘉南國小合作晨光天文活動課程，一直持續發展到今年，每個學期皆有超過1萬名國小學童參與這個計畫，約占全嘉義市學生數的45%，天文教育普及率堪稱為全國之冠。並常規畫各種科普活動，透過多樣的推廣方式，吸引民眾參加，達到科普推廣的成效。 本研究旨在探討嘉義市天文協會在科普活動推廣及發展上的規畫及概況，採用個案研究、深度訪談及次級資料分析三種研究方法，評估嘉義市天文協會推廣科普活動之潛力與限制條件，運用SWOT矩陣分析協會在推廣上的優勢、劣勢及可能遭遇之威脅與機會等，進而研擬出可行的推廣策略，期望本研究結果能作為日後嘉義市天文協會之參考建議。 Rapid technological development makes progress in human civilization and society. It also deeply affects the quality of human life. Science is closely linked to all aspects of our lives. The importance of the promotion of popular science education has been gradually playing an important role. Chia-Yi Amateur Astronomers Association (Chia-Yi A.A.A.) holds the spirit of ＂Let Chia-Yi City become the most popular place of astronomy in Taiwan.＂ Since its founding in 1987, Chia-Yi A.A.A. has been devoted to local popular science activities. Through the cooperation of astronomical activity with elementary schools in Yunlin-Chiayi-Tainan area since 2011, more than 10,000 children participate in this program each semester. It accounts 45% of students in Chiayi City. The popularization rate of astronomical education is the highest in Taiwan. Chia-Yi A.A.A. regularly plans for science activities and attracts people to participate by means of a variety of promotional methods so as to see the promotion effectiveness of popular science. This study was designed to investigate the planning and profiles on popular science promotion activities and the development of Chia-Yi A.A.A.. These research methods include case study, in-depth interviews and secondary data analysis to evaluate the potential and limitations of Chia-Yi A.A.A.. The SWOT analysis is utilized to explore the advantages, weaknesses, opportunities and threats of the association and to develop a feasible promotion strategy. It is hoped that this research will provide reference for the development of the Chia-Yi A.A.A. in the future.
