訪客群分析：博物館行銷的礎石

Customer Base Analysis: The Steppingstone to Museum Marketing

10.6686/MuseQ.200304_17(2).0010

黃俊堯(Chun-Yao Huang)

博物館學季刊

17卷2期（2003 / 04 / 01）

95 - 105

繁體中文

晚近，博物館逐漸脫離傳統上「文化殿堂」的單一角色，而擔負起多元化的社會功能。由於競爭、財務、組織、社會等壓力因素，博物館行銷成為今日的博物館管理者無法迴避的一個重要管理項目。本文說明分析與掌握博物館訪客群主態，在有效策劃與執行博物館行銷上的必要性。鑑於現有分析工具的零散與匱乏，本文針對博物館管理者欲了解其訪客群生態所必須掌握的幾個重要面向，援引其他學術領域中發展成熟的分析方法，有系統地作出研究分析上的建議。

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