由長尾理論探討博物館網路學習資源發展之利基

How Can Museums Develop Learning Resource Services to Fill Their 'Niche' in the Long Tail Market?

10.6686/MuseQ.201010_24(4).0003

劉藍玉(Lan-Yu Liu)

長尾理論 ； 合作學習 ； 分散式建構主義 ； 學習社群 ； 同好生產 ； 利基 ； Long Tail theory ； e-Learning ； cooperative learning ； distributed constructionism ； learning community ； peer productions ； niche

博物館學季刊

24卷4期（2010 / 10 / 01）

37 - 55

繁體中文

網路的發展使經濟學邁向新的里程碑，工業革命後因大量製造興起的主流市場，已經被數位革命後的長尾市場取代。身處數位時代，博物館一樣受到長尾理論的影響，尤其是最能應用數位科技提供服務的學習資源，也已經或即將成為最有潛力為博物館創造利基的創新服務。本文試著將長尾理論應用在博物館學習資源相關的業務上，並以大英自然史博物館、美國自然史博物館、國立自然科學博物館以及故宮博物院的作法為例，分析並討論博物館身處數位時代的長尾市場中，該如何從學習資源的業務中發展利基。

The development of the internet has provided the field of economics with a new paradigm. The mainstream market, based on mass-production of small numbers of items after the Industrial Revolution, is being replaced by the long tail or 'niche' market, which is based on selling a large number of unique items in relatively small quantities, during the Digital Revolution. In the digital era, museums are affected by the long tail market, especially in the area of learning resource services. These services are usually offered via museum websites and new digital technology, and show the nature and functions of museums. Museums need to develop their learning resource services in order to fill their 'niche' in the long tail market. In this article, the long tail theory is applied to the learning resources of museums, taking as examples the Natural History Museum in London; American Museum of Natural History in New York; National Museum of Natural Science in Taichung and National Palace Museum in Taipei. The methods by which museums can adapt their learning resource services to develop their niche in the long tail market are analyzed and discussed.

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