Integrating the Museum and facebook: A New Type of Social Marketing

[[abstract]]本研究主要探討台灣北部一公立博物館，於結合社群媒體後所發展之新型態社會行銷。本研究以高科技產品生命週期發展理論的觀點，探討博物館提供觀眾整體的博物館產品，並結合網路科技之社群媒體中使用者最多的facebook後，其到館人數之變化。本研究認為，以觀察facebook按「讚」（即like）的粉絲數變化來看，社群媒體對博物館跨越產品生命週期的鴻溝是有助益的。再以本研究個案實際到館人數來看，博物館使用社群媒體對實際到館人數確有幫助。本研究亦發現，博物館的經營，策略上如果能夠結合互動性高的社群媒體，就有可能獲得更好的發展；而博物館結合社群媒體的策略要能成功，則必須具備以品牌經營為導向的四項條件：一、高層的支持。二、社群媒體（Social Media）的導入。三、社群媒體和實體產品的成功整合。四、好的粉絲社群關係（Social relationship）。 This study focuses on a public museum in northern Taiwan which had developed a new type of social marketing: integrating museum and facebook. This study is in view of the theory which high-tech products had developed to check the “Museum Product” which includes the offering of exhibitions, services for visitors, and so on. This study compared the numbers of visitors after the museum adopting facebook which is a social media having the largest number of users. According to the number of “like” from facebook’s fans, social media seems to help the museum to across the gap of product life cycle. And the case also showed that social media does increase the visitors for the case museum. The study also found that if museums want to operate greater, it had better combined with social media which with high-interactive features. For the museums combined with social media, there are four brand oriented conditions to succeed including the support from high-level managers, introduction of social media, success of integration with social media, and good social relationship with fans