Research of Experiential Marketing on National Taiwan University Archives

• Main Authors: Nai-wen Shiu, 許乃文
• Other Authors: 陳智凱副教授
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/77186455361956397095

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 99 === “Archives should be treated as a living, vigorous entity and must be actually used.“ Given their role as a part of society’s information source system, university archives are facing major new challenges; the question is how to increase archive utilization, and to enable archive materials to fulfill their cultural, educational and social roles. However, some non-profit organizations preferred to focus on “promotion” rather than “marketing,” mainly because they felt that the concept of “marketing” carried with it too strong a connotation of profit-making business activity. In reality, there is no reason why this should be the case. In a non-profit organization, the most important function of marketing is to identify human needs, to serve as a foundation for service provision and to develop services that meet clients’ needs During this process, ideas, services, attitudes, behavior etc. can all have an impact on society; marketing strategy can thus serve as a method for enabling the organization to achieve its mission and live up to its principles. In Taiwan, research on archive usage has mainly focused on the direct use of archive materials; relatively little research has been done on indirect usage. Over the last few years, there has been a gradual process of opening up in Taiwan’s archives, with indirect archive usage through exhibitions, publications, the Internet etc. gradually starting to attract more attention. People who have never actually made direct use of archive materials may have been exposed to them through indirect channels, which in turn can inspire in them a desire to make more use of these materials. The present study focuses on those individuals who make indirect use of the materials held by the National Taiwan University Archives, the study uses the concept of experiential marketing proposed by Bernd H. Schmitt as its theoretical underpinning. A review of the literature on this subject is used to support the design of the research framework. An experiential matrix is used to identify four key experiential factors, which in turn provide the basis for developing research hypotheses and a research model for exploring the relationship between archive user attitudes, perception and behavior. SSI’s LISREL structural equation model is used for verification and path analysis. The results obtained in the present study showed with extensive customization of service provision, the enthusiastic, professional transmission of knowledge can strengthen the positive relationship between archive user awareness and attitudes, while also building user loyalty and ensuring that archive users have a pleasant experience. It is therefore recommended that the National Taiwan University Archives should seek to enhance the quality of archive personnel and the level of service that they provide, strengthen the Archives’ ability to innovate in their provision of basic services, build a diversified educational outreach system, implement ongoing research on archive usage, work to establish an appraisal system for university archives, and integrate the resources of National Taiwan University’s various museums. It is anticipated that by the adoption of this type of strategy the value created by archives can be diversified. And archive materials can be utilized to their full potential, so archives can provide a comprehensive, diversified range of services covering all aspects of archive-related work.