The Study on Museum Management Modernization from the Assessment of Exhibition Effectiveness ─ A Case Study of Taipei Fine Arts Mesuem 2006 Taipei Biennial

• Main Authors: Feng I Liu, 柳鳳儀
• Other Authors: Ching Fu Lu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/87683687124705879053

碩士 === 國立臺灣師範大學 === 美術學系在職進修碩士班 === 95 === The term “Management” was brought into broad attention among museums in the late 80s. Before that, very few museum authorities were aware of the importance of Management, and as a result, museums were going the opposite way from the needs of society. Given the case study on 2006 Taipei Biennial「Dirty YOGA」of Taipei Fine Arts Museum(TFAM)，featuring in-depth interviews and audience questionnaire surveys, this research aims to study on the management modernization of Taiwan’s public museums. Meanwhile, field observation on museum activities and collected historical data are also being used as reference for this study to explore the issues facing museums, the worldwide best practice and bench marking statistics. Finally, a well-rounded “Blue Ocean Strategy” for Taiwan Public Museums is provided for future enhancement in museum management affairs. The research has concluded following findings and areas for improvement： 1. The exhibition effectiveness of TFAM are not satisfactory as expected：From the analysis of past five Taipei Biennales, it is found that the visitors to TFAM are actually not increasing; on the contrary, visitor numbers are dropping steadily over years. This means the current established mechanism organizing this special exhibition dose not bring more visitors to museum, perhaps because it dose not respond to the diversity of audience segments, not leverage the museum’s research function well and not apply any official performance measurement and feedback systems linking to exhibitions. 2. The challenges facing TFAM in terms of enhancing exhibition effectiveness：It is common for Taiwan’s public museums to handle the tough resource issue, equaling to no talent, no budget, no expertise, and no resource. However, with the rapid emerging phenomenon, such as explosive growth on leisure businesses and electronic video products (games), museums have to pay extra attention on the potential of losing audience base. Without a visionary reform in their current government-owned organization structure with paradigm shift, it would be too hard for museums today to defend the inevitable intrusion. Under such circumstances, to achieve the exhibition effectiveness, the basic work is to set up a complete audience research mechanism within the museum. To do that, the museum authority must re-visit the way museum resources have been arranged and allocated, and this resource re-allocation must comply with the new priority list. Secondly, there must be ways to solicit other social resources and corporate sponsorship. Through forming strategic alliance with third parties to fully leverage social resources outside the museum. Nevertheless, to meet this strategic move for innovation, museums have to re-organize their teaming flexibly. Hence, the suggestions resulted from this study are as shown below：(1) Enable museum authority, who is the critical role f or museum’s innovation, with intensive management training and experience; (2) Form projects and teamwork not based on their functions, but on audience oriented objectives; (3)Emphasize on the fundamental research work to allocate resources in accordance with priority set by impacts and effectiveness. This study also shows the applicable action plan for TFAM to raise, create, reduce, and eliminate, The Four Actions Framework of Blue Ocean Strategy, to help the museum step out its comfort zone for innovation. In the face of Globalization, Taiwan’s museums might have to think from the audience views, not museums’ views ever in order to bring more added-value to Society. Dealing with limited available resources, museums must strike a balance between public expectations and museum services. It is not only to sorely increase the museum visitors, but also look into the diversity of audience groups and their learning experience within the museum. The mission of museums in the 21stcentuary is to help broaden the horizon of citizens, in which way people will construct their own meanings and views through museum visiting and learning subtly. This aims to help museum audience find their own balance from the conflicting values when facing overwhelmingly diverse viewpoints in the current modern world. Therefore, the exhibition itself might not be able to meet all the needs and requirements from the audience, and the whole museum activities must be adjusted simultaneously to provide a sufficient, comfortable environment for those museum visitors to learn, to enjoy, to socialize, as well as to purify their minds through various museum activities, leading to high momentum and management effectiveness that museums should all demonstrate.