The Study of Success Model for the Cultural intention： Private Museums in Taiwan

• Main Authors: LEE, CHENG HSIEN, 李政憲
• Other Authors: Kreng, Victor B.
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/71460254270768324777

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 95 === Due to the clashes of global plural culture, Taiwanese local cultures are facing a crisis of disappearing, and the cultural creativity industry is mainly the traditional industry that is declining gradually. Pouring into unique creative design contributes to reactivations of traditional industries; furthermore, with the protection of the intelligence proprietary, it leads to continuous operations of cultural industries. The development of cultural creativity has attracted much international attention and it has stepped into highly-developing stage. As a result of the vigorous boom of Taiwan economy, it is getting popular for general people to invest in the collections of arts and antiques. Consequently, some entrepreneurs are in a support of establishing private museums. However, among these private museums, some of them owned by families are not operated well, except the others supported by businesses and social groups. Due to the lack of financial capital, efficient and administrative management, and visitors’ expenditures on these small private museums, the atmosphere resulted in disappointments from these owners of operating museums that depend on the incomes of tickets to run businesses. As a result, some private museums or galleries have confronted with an operating dilemma in continuously running their businesses. Thus, analyzing how some successfully private museums can exist or win in a highly competitive market provides the answer that this research wants to look for. This research not only sorts and generalizes domestic private museums but it also becomes a basis on developing cultural creativity and building a museum’s brand. The important conclusion of this research is to examine whether marketing service of museum’s cultural creativity can effectively apply the relations among satisfaction, consumer's experience for creativity in the visit, and willingness of visiting to raise the brand’s additional value or not. Moreover, it infers a model of a successful museum’s cultural creativity: (1) Applying cultural creativity to convert traditional history or local culture into a upgraded industry providing additional values and it causes customers to hold a unique remembrance; (2) The mutual interchange between the museum’s culture and creativity produces renewed value; (3) Experiencing a characteristic that presents in aesthetic feeling between museum culture and creativity; and (4) Museum culture and creativity can be transformed into the interesting story with marketing concepts, and let consumers integrate into the artistic conception of local culture. Applying the relation between the cultural creativity and museum’s marketing service to explore the successful marketing strategies of cultural creativity in the Taiwan museum. In addition, the research concludes referral standards for cultural creativity and museum marketing service or strategies. With the finding, it is unable to explain those ubiquitous problems of operating conditions from different museums due to their various organizational managements and marketing strategies. Hence, the purpose of research is to find out the common point that can impress customers by a commercial pattern of appreciating, experiencing, and circulating cultural value. Finally, providing some practical and usual suggestions offers the fundamentals with that the private museums may consult.