蝙蝠研究
2011_生態博物館行銷策略之研究-以黃金蝙蝠生態館為例_陳俊穎
出版年份：2011
研究生：陳俊穎
分類：碩士論文
題目：生態博物館行銷策略之研究-以黃金蝙蝠生態館為例
Title：The Study on the Marketing Strategies of Ecomuseum-A Case of Formosan Golden Bat’s Home
摘要：
隨時代潮流的進步，博物館在角色、功能各方面的革新，強調以提升服務品質以滿足觀眾的需求。因此，現代化博物館無不重視行銷，以提供觀眾更滿意的服務，並得以永續經營。本研究以黃金蝙蝠生態館為核心，從文獻資料探究博物館定義及功能，進而應用生態博物館的革新性意涵，定義黃金蝙蝠生態館為一「生態博物館」。再以博物館行銷策略的步驟，首先進行行銷研究，以訪談方式審視黃金蝙蝠生態館營運現況及內外在行銷環境，進而採用目標行銷STP步驟，以訪談歸納之議題融入行銷策略組合5p設計問卷，針對參訪過黃金蝙蝠生態館之觀眾進行問卷調查，依據問卷分析結果瞭解參訪者組成特性與需求，以作為市場區隔參考，並確立目標觀眾，最後，依據不同區隔觀眾的組成特性及需求，分別予以設計最適切之行銷組合。
研究顯示，在產品面向以呈現的蝙蝠主題意象明顯最受重視，在價格面向強調應藉由承辦政府活動以爭取經費預算，在地點面向則認為黃金蝙蝠生態館位於偏遠農村，適合蝙蝠棲息的環境。在推廣面向以辦理更多生態保育推廣活動或營隊為最被接受的方式，最後在人事面向則傾向加強與社區合作，培育在地蝙蝠保育志工為經營模式。藉此研究作為黃金蝙蝠生態館擬定行銷策略之參考，冀望能透過學校、社區與民間團體攜手合作，提供觀眾最滿意的服務，成為一個兼顧教育、保育與社區營造的自然旅遊場館。
Abstract：
With the progress of the times, more and more museums are taking revolutionary strategies to improve their service quality for the purpose of meeting customers’ needs. Therefore, marketing plays a crucial role in the management of modern museums. The museums can operate sustainably only through providing satisfactory services. Formosan Golden Bat’s Home is the main arena of this research. The researcher of this study makes a thorough literature review to explore the various definition and functions of museums, then adopts this revolutionary definition – an ecomuseum – to define Formosan Golden Bat’s Home as an ‘ecomuseum’. Based on the steps of museum marketing strategies, the researcher first conducts marketing researches through interview to gain the insights of the operation of Formosan Golden Bat’s Home as well as its interal and external marketing environment. Second, the researcher follows the target marketing STP steps to interview and collect information, then integrate it with marketing strategies 5P to design questionnaire. The questionnaire is answered by the visitors of Formosan Golden Bat’s Home. By collecting and analyzing the questionnaire, the researcher has a clear picture of the visitors’ combination and needs. This information is valuable for the researcher to make proper marketing segmentation and identify target audience. Finally, the researcher design the most appropriate marketing mix for different audience segmentation respectively.
The research indicates that in terms of product, the vivid image of the theme of bats is highly valued. In terms of price, seeking financial resources from the government is the emphasis. In terms of place, Formosan Golden Bat’s Home is located in a remote village where is regarded as a suitable habitat for bats. In terms of promotion, the most widely acceptable way is to organize more biological conservation activities or related camps. In terms of people, the operation model is inclined to strengthen the cooperation with local community, educate and train locals to become bat conservation volunteers. With this study, the researcher hopes to provide useful information to help Formosan Golden Bat’s Home in planning marketing strategies. Through the cooperation among school, local community and civil organizations, we hope to provide the audience with the most satisfactory service and make Formosan Golden Bat’s Home a natural tour venue serving multiple functions in education, conservation and community building.