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題名 博物館以授權強化品牌權益之初探
An exploratory study on strengthening museum brand equity through licensing
作者 林東羣
Lin, Dong-Qun
貢獻者 張瑜倩
Chang, Yu-Chien
林東羣
Lin, Dong-Qun
關鍵詞 博物館品牌建構
博物館授權
品牌權益
museum branding
museum licensing
brand equity
日期 2023
上傳時間 3-Oct-2023 10:44:19 (UTC+8)
摘要 隨著當代文化機構治理趨向新自由主義的邏輯、日益競爭的博物館環境與高度變動的時代下，當代博物館試圖建構品牌為其提升競爭優勢、樹立價值，以維持永續發展。在行銷管理領域，一方面認為品牌作為組織內部資產，本身便具有品牌權益，亦即品牌所帶來的附加價值；另方面也肯認智慧財產係完整品牌權益的重要構面，以及授權是增進品牌權益的有效途徑。然而，有鑑於目前鮮有詳備分析來梳理組織如何透過授權積極影響其品牌權益，且轉向利害關係人導向的品牌建構觀點亦鮮見於博物館品牌的相關討論。綜合上述理論缺口，本研究選擇臺灣的博物館與外部廠商以授權進行聯合品牌作為研究場域，試圖探析博物館品牌權益如何在授權機制下得到強化。

在研究方法上，本研究採行質性研究的文獻分析法、個案研究法與深度訪談法，並以時間、制度、數量等三大授權相關經驗作為個案挑選標準，最終擇定「國立故宮博物院」、「國立歷史博物館」、「國立臺灣博物館」三道個案；再針對這三間博物館掌理授權的七名行銷人員與三名合作廠商，合計十位受訪者進行訪談，佐以個案的次級文獻資料，對博物館授權機制與合作進行深入分析。

本文歸納了博物館授權樣態，進一步論證品牌授權比藏品數位圖像授權更能為組織建立較強大的品牌權益，故後續以品牌授權作為分析標的。接著，本研究描繪三種品牌授權開發模式，並指出博物館品牌知名度係影響合作雙方採取何種模式的關鍵。最後，本研究以合作夥伴視角出發的B2B品牌權益理論，分析博物館如何在品牌授權過程中強化其品牌權益。而本研究發現，博物館行銷人員在博物館的品牌價值網絡中作為促進者與連結者的身分，是博物館與廠商進入合作、甚至成為長期夥伴關係的關鍵，也應當為博物館發展品牌時亟需重視與培養的資產。
As contemporary cultural institutions embrace the logic of neoliberal governmentality, and with increasing competitiveness among museums in a highly dynamic era, museums are gradually placing more emphasis on branding to enhance their competitive advantage to create value for sustainable development. In marketing management theory, the brand is regarded as an internal asset of organizations as well as inherently possessing brand equity, which refers to the added value brought by the brand. In addition, intellectual property can be acknowledged as an important part of brand equity, and licensing can also be viewed as an effective way to strengthen brand equity. However, current discussions lack how organizations strengthen their brand equity through licensing. Relevant studies on how museum brand equity shifts towards stakeholder-oriented perspectives also remain few.

This study selects Taiwanese museums to understand how museums and their partners engaged in co-branding through licensing, attempting to explore how museum brand equity is reinforced through different types of licensing. This study adopts a qualitative research approach, including document analysis, case study, and in-depth interview methods. Three cases are selected in this research, the National Palace Museum, the National Museum of History, and the National Taiwan Museum, based on their licensing-related experiences. A total of ten interviewees were interviewed for this study, including seven marketers of the three case museums, as well as three partners.

This study identifies different types of museum licensing strategies and then demonstrates that brand licensing can establish stronger brand equity for museums. Subsequently, this study presents three patterns of brand licensing development and highlights that museum brand awareness is a key factor influencing which pattern is adopted. Finally, this study proves how museum brand equity is strengthened by means of brand licensing. It is found that museum marketers, in their role as promoters and connectors within the value networks of museums’ brands, play crucial roles in facilitating collaborations between museums and their partners, and even in forming long-term partnerships. This underscores the significance of marketers as key assets that museums should prioritize and cultivate when developing their brands.
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描述 碩士
國立政治大學
科技管理與智慧財產研究所
110364132
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110364132
資料類型 thesis
dc.contributor.advisor 張瑜倩zh_TW
dc.contributor.advisor Chang, Yu-Chienen_US
dc.contributor.author (Authors) 林東羣zh_TW
dc.contributor.author (Authors) Lin, Dong-Qunen_US
dc.creator (作者) 林東羣zh_TW
dc.creator (作者) Lin, Dong-Qunen_US
dc.date (日期) 2023en_US
dc.date.accessioned 3-Oct-2023 10:44:19 (UTC+8)-
dc.date.available 3-Oct-2023 10:44:19 (UTC+8)-
dc.date.issued (上傳時間) 3-Oct-2023 10:44:19 (UTC+8)-
dc.identifier (Other Identifiers) G0110364132en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147733-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 科技管理與智慧財產研究所zh_TW
dc.description (描述) 110364132zh_TW
dc.description.abstract (摘要) 隨著當代文化機構治理趨向新自由主義的邏輯、日益競爭的博物館環境與高度變動的時代下，當代博物館試圖建構品牌為其提升競爭優勢、樹立價值，以維持永續發展。在行銷管理領域，一方面認為品牌作為組織內部資產，本身便具有品牌權益，亦即品牌所帶來的附加價值；另方面也肯認智慧財產係完整品牌權益的重要構面，以及授權是增進品牌權益的有效途徑。然而，有鑑於目前鮮有詳備分析來梳理組織如何透過授權積極影響其品牌權益，且轉向利害關係人導向的品牌建構觀點亦鮮見於博物館品牌的相關討論。綜合上述理論缺口，本研究選擇臺灣的博物館與外部廠商以授權進行聯合品牌作為研究場域，試圖探析博物館品牌權益如何在授權機制下得到強化。

在研究方法上，本研究採行質性研究的文獻分析法、個案研究法與深度訪談法，並以時間、制度、數量等三大授權相關經驗作為個案挑選標準，最終擇定「國立故宮博物院」、「國立歷史博物館」、「國立臺灣博物館」三道個案；再針對這三間博物館掌理授權的七名行銷人員與三名合作廠商，合計十位受訪者進行訪談，佐以個案的次級文獻資料，對博物館授權機制與合作進行深入分析。

本文歸納了博物館授權樣態，進一步論證品牌授權比藏品數位圖像授權更能為組織建立較強大的品牌權益，故後續以品牌授權作為分析標的。接著，本研究描繪三種品牌授權開發模式，並指出博物館品牌知名度係影響合作雙方採取何種模式的關鍵。最後，本研究以合作夥伴視角出發的B2B品牌權益理論，分析博物館如何在品牌授權過程中強化其品牌權益。而本研究發現，博物館行銷人員在博物館的品牌價值網絡中作為促進者與連結者的身分，是博物館與廠商進入合作、甚至成為長期夥伴關係的關鍵，也應當為博物館發展品牌時亟需重視與培養的資產。		zh_TW
dc.description.abstract (摘要) As contemporary cultural institutions embrace the logic of neoliberal governmentality, and with increasing competitiveness among museums in a highly dynamic era, museums are gradually placing more emphasis on branding to enhance their competitive advantage to create value for sustainable development. In marketing management theory, the brand is regarded as an internal asset of organizations as well as inherently possessing brand equity, which refers to the added value brought by the brand. In addition, intellectual property can be acknowledged as an important part of brand equity, and licensing can also be viewed as an effective way to strengthen brand equity. However, current discussions lack how organizations strengthen their brand equity through licensing. Relevant studies on how museum brand equity shifts towards stakeholder-oriented perspectives also remain few.

This study selects Taiwanese museums to understand how museums and their partners engaged in co-branding through licensing, attempting to explore how museum brand equity is reinforced through different types of licensing. This study adopts a qualitative research approach, including document analysis, case study, and in-depth interview methods. Three cases are selected in this research, the National Palace Museum, the National Museum of History, and the National Taiwan Museum, based on their licensing-related experiences. A total of ten interviewees were interviewed for this study, including seven marketers of the three case museums, as well as three partners.

This study identifies different types of museum licensing strategies and then demonstrates that brand licensing can establish stronger brand equity for museums. Subsequently, this study presents three patterns of brand licensing development and highlights that museum brand awareness is a key factor influencing which pattern is adopted. Finally, this study proves how museum brand equity is strengthened by means of brand licensing. It is found that museum marketers, in their role as promoters and connectors within the value networks of museums’ brands, play crucial roles in facilitating collaborations between museums and their partners, and even in forming long-term partnerships. This underscores the significance of marketers as key assets that museums should prioritize and cultivate when developing their brands.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 8
第三節 研究問題與目的 11
第四節 研究方法 11

第二章 文獻回顧 13
第一節 資源基礎理論 13
第二節 品牌與品牌建構 16
第三節 品牌權益 19
第四節 授權 30
第五節 小結與研究架構 36

第三章 研究方法 39
第一節 研究流程 39
第二節 研究途徑 40
第三節 研究個案選擇 43
第四節 研究工具 50

第四章 研究發現 56
第一節 臺灣的博物館授權樣態 56
第二節 博物館品牌授權開發模式 63
第三節 品牌授權機制下的博物館品牌權益強化 72

第五章 結論與建議 91
第一節 研究結論 91
第二節 研究貢獻 95
第三節 研究限制與後續研究建議 97

參考文獻 100
附錄一：訪談大綱 130		zh_TW
dc.format.extent 2429835 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110364132en_US
dc.subject (關鍵詞) 博物館品牌建構zh_TW
dc.subject (關鍵詞) 博物館授權zh_TW
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) museum brandingen_US
dc.subject (關鍵詞) museum licensingen_US
dc.subject (關鍵詞) brand equityen_US
dc.title (題名) 博物館以授權強化品牌權益之初探zh_TW
dc.title (題名) An exploratory study on strengthening museum brand equity through licensingen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
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