企業博物館體驗型態設計要素與品牌知識之關聯探討－以創意生活事業為例

Relationship between the Experience Types of a Corporate Museum and Brand Knowledge: Case Study on the Creative Life Industry

張淑華(Shu Hua Chang)

企業博物館 ； 創意生活產業 ； 體驗經濟 ； 體驗設計 ； 品牌知識 ； 品牌權益 ； corporate museum ； creative life industries ； experience economy ； experience design ； brand knowledge ； brand equity

藝術學報

111期（2022 / 12 / 01）

1 - 28

英文

企業博物館是創意生活產業涵蓋的範圍，企業博物館如何經由體驗型態設計，提供生活體驗，助益品牌知識的形成，以增進品牌回應之課題，尚待研究。本研究目的：1.以顧客觀點探討企業博物館的體驗型態及其設計要素。2.探討體驗型態設計與品牌知識之關聯。研究以郭元益糕餅博物館（士林館）、七星柴魚博物館進行個案探索，透過質性內容研究，訪談12位顧客受訪者。研究綜整二例企業博物館個案之體驗型態以教育、娛樂、美感為主，並梳理出7項體驗型態設計要素，對品牌知識具關聯影響性。研究結論包括：1.寓教於樂及寓教於美的體驗型態設計，豐富企業博物館體驗。2.教育、娛樂、美感體驗型態設計要素，對品牌知識具不同層面的關聯影響。本研究之價值，有助於企業博物館體驗型態設計與品牌知識之理論基礎及實務經營之應用。

Corporate museums are a part of the creative life industry. To the author's knowledge, no research has been conducted on how these museums provide life experience through experience types design, thereby forming brand knowledge and generating brand responses. This study explores the types of experience corporate museums provide and their design elements from the customer perspective and examines the relationship between experience design and brand knowledge. By adopting a qualitative content analysis approach, interviews were held with 12 customers of the Shilin branch of Kuo Yuan Ye Museum of Cake and Pastry and Chihsing Tan Katsuo Museum. The results revealed that these museums primarily provide educational, entertainment, and esthetic experience, and compiled seven experiential design elements related to brand knowledge. Accordingly, educational entertainment and educational esthetics enrich the customer experience provided by corporate museums, and educational, entertainment, and esthetic design elements influence brand knowledge at different levels. The results of this study are expected to support corporate museums in the creative life industry in developing a theoretical basis on the relationship between experience types and brand knowledge and relevant applications for business practices.

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