Study on Culture Marketing of An Oceanic Museum -- The Analysis of Customer Satisfaction from Yang Ming Oceanic Culture & Art Museum

• Main Authors: Huang, YaLin, 黃雅羚
• Other Authors: Yu, YiLin
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/qkuar7

碩士 === 輔仁大學 === 大眾傳播學研究所碩士在職專班 === 102 === Taiwan is a country surrounded by the sea and highly supported by the sea resources. Taiwan naturally makes itself rich of oceanic culture. Yang Ming Marine Transport Corporation is the first company to establish an Oceanic Culture & Art Museum (OCAM) in Keelung in 2004 and has devoted herself in promoting the oceanic culture. The main goal of the museum is to educate the citizen to have the knowledge of the ocean and know how to use the sea resources. OCAM has organized a series of exhibitions in the pass years, showing sides of its unique culture. In particular, such a culture has been involved in the whole circumstances of the Keelung city and the Keelung harbor. The purpose of this research is to analyze the satisfaction degree of customers on OCAM from the viewpoint of cultural marketing. The quantitative analysis was conducted by collecting questionnaires of satisfaction from the customers. Results show that satisfactions of the three OCAM cultural marketing variables, that are “Exhibition hall pavilion service”, “Propaganda activity” and ”Price and subsidiary service”, are significantly affected by differences from the age, degree of education, place of inhabitation and occupations of the customers. The overall satisfaction is also largely affected by these factors. On the contrary, the sexuality of OCAM customers shows little connection with these three cultural marketing variables and the overall satisfaction. It is also observed that these three cultural marketing variables affect the overall satisfaction of OCAM in a great deal, and their degrees of satisfaction are in a positive relation.