The Marketing Strategies of Local Cultural Museums ?A Case Study of Nantou Bamboo Cultural Museum

[[abstract]]Local cultural museums, which have risen in a large scale, now have occupied almost 98% of the amount of Taiwan museums. The multiple orientation in visitors? need has exposed the necessity of creative service beyond the traditional functions in a museum. Moreover, in order to reflect the rapid changes in cultural domain, modern museums, including the local cultural museums, have to apply important concepts in business administration, i.e. cost efficiency, marketing and management onto museum practice. One of the reasons that dragged down the ideals of local cultural museums in Taiwan is the excessive-diversity of staff?s daily work, and the rest could be limits of budgets and human resources. Local cultural museum workers have become demoralized by this puzzled-style of working. This thesis intend to utilize the strategic programming method applied in business and academic circle to analyze the marketing strategy in Taiwanese local cultural museums. I will take the case of Nantou Bamboo Cultural Museum to demonstrate the analytic process. As a result, in this thesis, the author has offered suggestions for the Nantou Cultural Museum by the strategic programming method based on her interview records with Nantou Bamboo Cultural Museum?s staff and volunteers. The strategic programming for the Nantou Bamboo Cultural Museum is as follows: firstly is responded the need of tourism and promoted creative industry. All these tasks could be implemented under the goals of ?Cultural Tourism? or ?Cultural Industry.? Secondly is making digital conservation of prime monuments in Nantou town in order to actualize the goal of ?Cultural Relics Conservation? and demonstrated the cultural accomplishments in Taiwan. At last is to accumulate the community consensus and cultural relics, and make Nantou town an active Eco-museum