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標題: | 臺韓金融博物館展示策略與營運推廣之分析— 以 2018 年臺灣銀行及友利銀行為例 The analysis of the finance museum exhibition strategy and operation promotion strategy between Taiwan and Korea-take the bank of Taiwan and Korea Woori bank in 2018 for example |
作者: | Yu-Hsuan Liao 廖譽琁 |
指導教授: | 李宥霆(Yu-ting Lee) |
關鍵字: | 臺韓比較,金融博物館,展示策略分析,展示方式,敘事元素, Comparative research between Taiwan and Korea,financial museum,display strategy development,display arrangement,narrative element, |
出版年 : | 2019 |
學位: | 碩士 |
摘要: | 金融博物館的建置,使過去具有距離感且被動儲藏文物史料的金融機構,轉向大眾開放,並藉由展示策略與推廣教育活動,在傳達歷史和理財知識時,展現企業社會責任精神,提升品牌形象並拉近與大眾間的距離。但是,國內規模最大且歷史悠久富含金融史料的臺灣銀行,雖於2013年建置金融博物館,但在博物館展示規劃及營運上,並未發揮最大使用效益。
因此,本論文以此問題為出發點,以近代金融發展相似的臺灣與韓國,從歷史、展示策略、營運三個部分進行分析。首先,以兩地歷史背景相近的臺灣銀行文物館及友利銀行銀行史博物館為主軸,以文獻史料梳理兩館起源及歷史脈絡。第二部分則以展示策略分析,從展示方式及敘事元素,瞭解兩間國內具代表性的公股銀行,在展示策略與詮釋差異中,如何詮釋與建構國家金融發展史。最後,則在博物館營運上,以參與觀察及部落格參觀經驗文本分析,提出活化兩館之建議。目的在於,透過對臺、韓具代表性金融博物館展示策略比較研究,重現兩地近代銀行發展歷史,並在喚醒大眾金融歷史意識的同時,使觀眾更近一步暸解國家金融發展歷史,藉由豐富金融史料,立足臺灣走向世界。 The establishment of museum of finance turns the financial institution from what used to be distant and passive in collecting cultural and historical materials into an institution open to the public. By telling the history and knowledge of financial management through its display strategy and promotion for educational activities, the institution shows its CSR, enhances the brand image as well as shortens the distance with the public. However, Bank of Taiwan, while being the biggest and oldest bank which contains rich historical information in finance history, doesn't maximize its effectiveness in the planning for display and operation of the museum, despite the fact that the museum was already set up at 2013. Therefore, this thesis concerns this problem by analyzing three parts-the history, display strategy and operation- between Taiwan and South Korea, because the modern development in finance of South Korea is similar to that of Taiwan. First, this thesis organizes the origins and historical context centered on Bank of Taiwan Heritage Museum and Woori Bank Museum, whose historical background shares similarity with each other. Second, by analyzing the display strategy of its display arrangement and narrative elements, we can understand how the two public-holding banks, which are representative in their country, interpret and structure their history of national finance development in their display strategy and interpretation difference. Lastly, this thesis brings up suggestions for operation of the two museums by conducting participation observation and textual analysis of blog reviews. The purpose of this thesis is, by conducting comparative research in display strategy of representative museums of finance between Taiwan and Korea, we can reproduce modern historical development for bank of both countries. Also, while awaking the public awareness of our national finance, we can improve their knowledge of our national financial development, so that they can stand from Taiwan and think globally by the help of our rich historical data. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/71413 |
DOI: | 10.6342/NTU201900416 |
全文授權: | 有償授權 |
顯示於系所單位: | 國家發展研究所 |
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