| 摘要: | 故宮博物院作為享譽世界的知名博物館，典藏實匯集北平、熱河、瀋陽三處清宮之文物，收藏之文物浩瀚豐富。至2020年底即將邁入95週年，長期以來對於網路、電子化、數位化的學習運用很重視，自民國86年（1997）年建置中英文網站後，91年（2002）得到美國及義大利網頁獎項的肯定。故宮博物院也於100年（2011）7月開始使用Facebook專頁作為推廣。
自1995年以來網際網路快速地擴散，近年來社群網站的普及、行動載具的依賴性，使網路社群行銷方式成為當代政治、社會、經濟、文化必要的手段。因此本研究為探討國立故宮博物院社群網路行銷成效，建立研究目的為一、探討博物館的社群網站行銷策略二、探究博物館網路行銷策略的認同情形三、提出結論與建議供權責單位及博物館進行相關經營與管理之參考。
目前台北故宮採用四種網路傳播，分別是Facebook臉書、YouTube、Google Art Project、App，其功用各異，而Facebook臉書具備網路傳播各項特質，因此非常值得博物館行政人員投入時間來經營，筆者透過文獻檢閱，理解歸納虛擬社群行銷的策略，發展訪談問題與調查問卷，先取得內部資料並整理，再透過google表單調查，取得故宮社群的外部觀眾認同情形，並將結果作統計分析；解析博物館使用社群網路的成效，提供社群網路行銷之參考。
研究分為訪談與問卷調查結果，在訪談研究的部分透過訪問故宮教育展資處的實務工作者，發現故宮主要採用Facebook進行社群網站的行銷策略，小編分佈於各組別之中，可以協力合作推展臉書業務，目前貼文的發佈除了展覽的預告，活動的推廣宣傳、研習營與研討會或工作坊資訊、套票的行銷都是重點的貼文方向；在觀眾成長的部分，發現透過舉辦大型活動，能夠帶動許多非故宮核心觀眾參訪故宮的意願，參觀趨勢有明顯提升，足以證明社群行銷成效。
問卷部分採用虛擬滾雪球抽樣，取得樣本數674位，發現填答者的回應中，參觀過台北故宮的人為多數佔65.3%，而參觀過南院的有8.2%，皆有參觀經驗者為20.6%，再往下調查發現未瀏覽過故宮官網者有55%，佔多數；未瀏覽過故宮粉絲專頁者有82.5%，有瀏覽者佔少數，而這之中僅有53.4%民眾會瀏覽故宮臉書才去故宮參訪，顯見多數人採直接參觀或是僅透過身旁的人查詢就前往，意即故宮臉書的行銷推廣還有值得拓展的群眾；而YouTube有21.1%群眾看過故宮影片，成效高於臉書；Google Art Project有12%瀏覽率，且有43.2%民眾看過故宮的Google Art Project；使用過故宮App僅佔4.7%，顯示故宮App需要更努力發揮吸引力以及更多的推廣效果才能提高使用意願；綜合此樣本發現，相較之下故宮臉書較被普遍認同及使用，其他社群行銷方法因不具互動性或互動性較低，認同與使用度偏低還有推廣空間，而多數民眾認為須採用網路及傳統行銷手法方能提升故宮社群的觸及率。
The National Palace Museum, a world-renowned establishment, has a three remarkable collections of Qing Palace relics: one each from Beiping, Rehe, and Shenyang. The museum’s 95th Anniversary will also be reached by the end of 2020. For a long time, the museum has attached great importance to the use of online, electronic, and digital learning. Since the 1997 establishment of Chinese and English websites in the Republic of China, its online presence has increased greatly, even adopting Facebook promotions as early as July 2011.
The use of the internet has significantly increased since the mid-1990s. In recent years, the popularity of social media sites and the dependence of mobile communication devices have made online marketing a necessary and effective means for developing contemporary politics, societies, economies and cultures. Therefore, to explore the effectiveness of the National Palace Museum’s social media presence, this study will analyze the marketing strategy the museum’s social networking platforms and will reference the museum’s related operations and management.
At present, the Imperial Palace in Taipei uses four types of online communication: Facebook, YouTube, Google Art Project and the National Palace Museum App. Using current literature on inductive virtual community marketing strategy, the author of this study developed interview questions first to obtain qualitative data from the museum itself, then, via Google Forms, a survey was conducted to collect relevant information on the usership of the National Palace Museum’s online platforms by external audiences. A statistical analysis of the data has examined the effectiveness of the museum’s use of social media networks and has served as a reference for social media marketing.
The research is divided into interview and questionnaire survey results. The interviews of members of the National Palace Museum Education Exhibition Funding Office revealed that the museum mainly uses Facebook in its marketing strategy. The editors of museum-related content are distributed amongst the different groups to establish a team structure for cooperation around Facebook content. At present, in a addition to the announcement of a social media post, the promotion of events, training camps, seminars and workshops, and their related marketing material are also important. We found that large-scale events drive the willingness of many non-core audiences to visit the museum, and the trend of visits has increased significantly. This is sufficient to prove the effectiveness of social media marketing.
The questionnaire portion of the study used virtual snowball sampling to obtain 674 samples. It was found that among the respondents, 65.3% of visitors had visited the National Palace Museum located in Taipei, while 8.2% had visited the southern branch. One fifth of respondents were experienced visitors. Further investigation revealed that more than half of respondents had not visited the official website of the museum, 82.5% had not visited museum fan page, and 53.4% admitted to browsing the Palace Museum’s Facebook page before going in person. It is obvious that most people either visit the museum directly without consulting any of the museum’s online platforms or rely on face-to-face interactions with friends to get relevant information. These kinds of visitors reveal a specific kind of audience which the National Palace Museum can attempt to reach through its social media platforms, mainly Facebook. 21.1% of YouTube people have seen the National Palace Museum videos. The results are higher than Facebook; Google Art Project has a 12% view rate, and 43.2% of people have seen the Google Art Project of the National Palace Museum; only 4.7% have used the National Palace Museum App, indicating that the National Palace Museum App needs to work harder to attract and promote The effect can only increase the willingness to use it. Based on this sample, it is found that, compared to the National Palace Museum's Social marketing, YouTube and Facebook are generally recognized and used. Other social marketing methods are not interactive or less interactive and have low recognition and usage, so there is still have Promotion space. Most people believe that the use of the Internet and traditional marketing methods can increase the reach of the Palace Museum community. |
