博物館圖像授權予企業聯合行銷策略之探討—以國立歷史博物館與肌膚之鑰合作為例
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2021
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數位典藏在台灣發展逾22餘年，但數位典藏產業化之產值不如預期，故數位典藏產業價值鏈的發展，成為重要的課題。目前台灣的博物館主要圖像授權服務以學術及教育的非營利使用者，但此營運主軸在近年已有所變革，乃因全球博物館產業的經營趨勢在轉變，博物館不能單靠政府挹注資金，需透過活化資產等多元加值應用，利用商業化或企業化的方式維持機構營運，故值得探究博物館的圖像授權業務的效益。隨著大眾對文化需求提升，藉由博物館授權典藏品的圖像印製於產品上，成為文化商品，不僅提升商品美感與文化價值，也能欣賞與收藏；本研究透過個案研究，以國立歷史博物館圖像授權予日本資生堂旗下頂級品牌—肌膚之鑰行銷活動贈品為例，了解國立歷史博物館與肌膚之鑰雙方進行聯合行銷中，從資源基礎理論及社會交換理論觀點剖析執行過程，以達增加品牌知名度、創造話題及提升能見度，並共同推廣文化商品之美，將其成果分析、歸納並彙整出關鍵成功因素，找出博物館圖像授權於私人企業雙方互惠且可複製性的成功方式。博物館透過圖像授權與企業聯合行銷的策略，博物館獲得更多不同管道的曝光，讓文物的經典故事走出博物館，創造博物館多元的藝術推廣渠道；而企業透過博物館圖像授權獲得巨大的價值和顯赫的名聲，並提升企業形象；博物館與企業藉由彼此品牌知名度開拓市場及消費客層，資源互補及社會交換中的互惠，發揮綜效，所以博物館圖像授權予企業進行聯合行銷可達雙贏。
The development of Taiwan digital archives has been more than 22 years, but the performance is not as expected. Therefore, it is important to develop the digital archives industry. At present, Taiwanese museums mainly serve academic and educational non-profit users. In recent years, the global museum operation is changing. Museums are not only rely on government funds, but also generate revenues by image licensing business.This thesis explores the museum which provide image licensing for company to do joint marketing. This study refers to Resource-Based Theory and Social Exchange Theory, and research for the cooperation between National Museum of History and Clé de Peau Beauté in 2017.The results summarize the key success factors. By image licensing for company to do joint marketing, the museum can get more impressions, sharing the cultural stories to go out of the museum, creating diversity art promotion for the museum. On the other side, the company can increase their product value and enterprise image. Besides, they can reach each other's audience and create synergy. Therefore, the museum image licensing for company is able to achieve a win-win situation.
The development of Taiwan digital archives has been more than 22 years, but the performance is not as expected. Therefore, it is important to develop the digital archives industry. At present, Taiwanese museums mainly serve academic and educational non-profit users. In recent years, the global museum operation is changing. Museums are not only rely on government funds, but also generate revenues by image licensing business.This thesis explores the museum which provide image licensing for company to do joint marketing. This study refers to Resource-Based Theory and Social Exchange Theory, and research for the cooperation between National Museum of History and Clé de Peau Beauté in 2017.The results summarize the key success factors. By image licensing for company to do joint marketing, the museum can get more impressions, sharing the cultural stories to go out of the museum, creating diversity art promotion for the museum. On the other side, the company can increase their product value and enterprise image. Besides, they can reach each other's audience and create synergy. Therefore, the museum image licensing for company is able to achieve a win-win situation.
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Keywords
圖像授權, 聯合行銷, 資源基礎理論, 社會交換理論, Image licensing, Joint marketing, Resource-Based Theory, Social Exchange Theory