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標題: | 鐵道博物館的經營策略 Business Strategies of Railway Museums |
作者: | Yen-Chen Wang 王彥澄 |
指導教授: | 黃俊堯(Chun-Yao Huang) |
關鍵字: | 臺北機廠,鐵道博物館,動態保存,沉浸展示,最小可行產品,體驗經濟, Taipei Railway Workshop,Railway Museum,Dynamic Preservation,Immersive Exhibition,Minimum Viable Product,Experience Economy, |
出版年 : | 2019 |
學位: | 碩士 |
摘要: | 隨著鐵道出現,多元的鐵道文化也開始孕育成形。經過長時間累積的鐵道文化,在現代博物館概念誕生的影響下,漸漸發展成最早的鐵道博物館雛形。這個「鐵道-鐵道文化-博覽會-鐵道博物館」的發展脈絡,大約需要花費半世紀的時間醞釀。而在這套脈絡中誕生的鐵道博物館,便自然以保存、展示鐵道系統中,最重要的運輸核心,以及豐富的鐵道文化,做為博物館的經營主軸。
通常鐵道博物館會以動態的方式,保存具有歷史意義的鐵道車輛,或是其他鐵道設備,重現鐵道運輸的歷史場景;鐵道博物館也會應用符合精實創業理論中,「最小可行產品」的方式,逐漸擴大展覽規模。或是為了豐富展示內容,而使用各種方式公開幕後作業。而在行銷策略上,鐵道博物館會設計體驗活動吸引不同大眾參與、營造充滿鐵道氛圍的沉浸式展示空間。此外,鐵道博物館也能做為鐵道營運者的宣傳媒體。 目前,文化部正在規劃將臺北機廠轉型成為國家鐵道博物館。因此,本研究透過實地訪查、了解英國、德國、日本等國鐵道博物館的經營策略與行銷手法,並分析其商業理論、特色與優缺點。根據這些個案,以及對於臺北機廠現況的探討,本研究認為上述的數種鐵道博物館的經營與行銷策略,均可做為未來國家鐵道博物館的參考。 Diverse railway cultures have begun to take shape in the wake of railways’ emergence. These cultures, through the passage of time, gradually develop into the earliest railway museums, influenced by the birth of concepts of modern museums. This “railways - railway cultures - exhibitions - railway museums” concept requires approximately half a century to develop. Railway museums that are born in this context naturally operate around the main themes of preserving and exhibiting the most critical transportation service, and various cultures of the railway system. Some of these railway museums resort to dynamic ways to preserve railway rolling stock or other railway facilities that have historic significance, aiming to recreate the historical scenes of railway transportation. These museums have also made use of the “Minimum Viable Product” technique to increasingly expand their scope of exhibitions. To enrich the content of such exhibitions, many railway museums have employed various ways to publicize their “work behind the scenes,” for example giving visitors access to previously restricted areas for authorized personnel, or encouraging them to explore railways in the collections store. In terms of marketing strategies, railway museums also design experience activities to attract public participation and create immersive exhibitions replete with railway vibes. In a sense, railway museums certainly act as a media outlet for railway operators. The Ministry of Culture (R.O.C.) is planning to transform the Taipei Railway Workshop (TRW) into a national railway museum in Taiwan recently. Therefore, to facilitate this transformation against the backdrop of that undertaken by our foreign national railway counterparts, the author has conducted field trips to learn about the management and advertising strategies of railway museums in England, Germany, and Japan. This study will then analyze their business models, characteristics, as well as advantages and disadvantages. It is hoped that, based on these cases and a study of the current situations of the TRW, this study can incorporate the management and advertising tactics being adopted internationally, in order to suggest feasible models for the transformation of the TRW to new National Railway Museum to follow. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74864 |
DOI: | 10.6342/NTU201904226 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
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