從震旦博物館發展經驗探索中國文化產業中 非國有博物館經營策略之研究

Abstract

震旦博物館成立近20年，以專業化、國際化的學術研究、收藏、展陳與運營廣獲國際認同。以經濟飛速發展為依託，十餘年來文化產業方興未艾。以此為背景，震旦博物館的發展歷程，也成為非國有博物館艱難成長的一個縮影，具有「篳路藍縷、以啟山林」的代表性意義。 本研究透過對非國有博物館宏觀政策與文化產業綜觀環境的分析研究，結合震旦博物館的成長與實踐經驗，形成震旦博物館未來發展之方向與策略，對文化產業領域，特別是非國有博物館具有良好的鏡鑒價值。 研究顯示，儘管非國有博物館成長艱難，但是仍面臨前所未有的發展機遇。巨大的經濟發展潛力加速文化產業的發展，為非國有博物館的快速成長奠定了堅實的基礎。震旦博物館以震旦集團為依託，逐漸形成具有自身定位（全新而有歷史的博物館），明確的核心理念（推廣古器物學，保護、弘揚、傳承中華文化）與營運策略（學術生活化與營運國際化）的指標性博物館，並透過與震旦集團良好的互動，達成和諧的品牌共生關係，為非國有博物館的發展提供了一個可資借鑑的發展典範。

Aurora Museum has been established for nearly 20 years. It has gained wide international recognition for its professional and internationalized academic research, collection, exhibition, and operation. The rapid economic development has spurred on the growth of the cultural industry for over a decade by now. Against this background, the course of development of the Aurora Museum is a cameo showing the challenging progress of private museums. Significantly, it represents the uphill struggle reaching the top. This study formulates the direction and strategy of the future development of the Aurora Museum through the analysis of the overall policy and overview of the cultural industry for private museums, and having incorporated the progress and practical experience of operating the Aurora Museum. It serves as an excellent reference to the sphere of the cultural industry, in particular, the private museums. The study shows that, despite the challenges, private museums still stand facing an unprecedented opportunity for expansion. The enormous potential for economic v6 development accelerates the development of the cultural industry, laying a solid foundation for the rapid growth of private museums. Despite relying on the Aurora Group, the Aurora Museum has gradually become an emblematic museum having the ability to position itself （a museum all new yet with a history）, with a well-defined core philosophy （promoting the study of antiquity; protecting, advocating and passing on the heritage of Chinese culture） and an operating strategy （enlivening the academia and internationalizing the operation）. It also achieves a harmonious symbiotic brand name relationship with the Aurora Group through excellent interaction, thereby offering a reference as a role model for development for private museums.