楊梅地區地方文化館經營策略之研究

Abstract

本研究以地方文化館文化價值及經營原則為主軸，歸納出地方文化館文化認同、經營策略、推廣模式、未來發展四大經營策略面向，為地方文化館經營策略規劃之參考。本研究以質性研究法為宗，先進行相關文獻分析與文化治理等基礎理論的探究，再依據研究者本身擔任楊梅故事園區的實務經驗，編撰民眾問卷並進行問卷調查，蒐集居民的意見與需求，其後根據此居民問卷調查與訪談彙整的結果，進行專家焦點訪談，依此彙整歸納出地方文化館經營策略規劃及楊梅地區地方文化館營運管理策略時之。研究結果顯示，地方文化館具有社會教育意義，亦可符合教育部108課綱要求，將之融入與結合鄉土地教育，地方文化館經營策略不應過於商業化。此外，地方文化館在整合地方文化與資源後，可開發出新的地方文創產業，以提升其活化之功效。在避免地方文化館過於商業化經營，建議地方文化館營運的部份經費，有必要由政府獎補或以計劃型式支持與協助，才能避免此問題；另經費不足部份則由經營者，透過類似推出策展、活動、開發新的文創產業、文化深度小旅行等方式籌措，同時可將地方文化經濟特色，轉為館內的特色與價值，並提升地方文化認同與特色產業水準，達到促進活絡地方經濟與地方文化館永續經營的雙贏目標。

This study focuses on the cultural value and operation principles of Local Cultural Hall. It provides research conclusions about four major aspects of Local Cultural Hall's operation strategy: cultural identity, operation strategy, modes of promotion, and future development for the reference of Local Cultural Hall. This study mainly takes a qualitative approach by firstly analyzing related literature and fundamental theories about cultural management. It then combines results obtained from surveys, whose questionnaires are designed by the author, local residents' opinions and needs, interviews with experts specialized on the subjects to formulate the strategicoperation plan of Local Cultural Hall and the models Yangmei Local Cultural Hall could adopt in while planning its operation management strategies.According to research findings, local cultural halls could contribute to social education and the integration of nativist education and school teaching, which is stipulated in the 2019 new curriculum guideline. Therefore, the operation strategy of Local Cultural Hall should not be too commercialized. And once a local cultural hall can integrate local cultures and resources, it should be able to develop new local creative industry and have it vitalized.To avoid Local Cultural Hall become too commercialized in its operation, it is suggested that part of the operation budget should be supported by government subsidies or projects. The rest should be raised by the operator through hosting exhibitions and activities, developing new cultural industry, and organizing tours with cultural content. It could also turn unique local economic features into in-house specialties and values. By doing so, it helps elevate the identification of local culture and the quality of specialty industry as well as achieve the win-win goal of increasing local economic activities and sustaining the operation of the local cultural hall.