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題名 從博物館行銷看社群媒體之機緣：以Tiktok為例
Affordances of Social Media in Museum Marketing: Insights from TikTok
作者 蔡政志
Tsai, Cheng-Chih
貢獻者 林玲遠<br>陳百齡
Lin, Ling-Yuan<br>Chen, Pai-Lin
蔡政志
Tsai, Cheng-Chih
關鍵詞 行銷
社群媒體
博物館
機緣
數位新科技
Marketing
Social media
Museum
Affordances
New digital technologies
日期 2025
上傳時間 3-Mar-2025 13:52:03 (UTC+8)
摘要 博物館行銷在過去十分仰賴傳統大眾媒體，隨著社群媒體以及新科技的發展，行銷策略出現了以社群媒體為主的趨勢。尤其是新冠疫情以來，世界各地的博物館對社群媒體以及數位新科技的依賴日益加深。如今，博物館的使命已經由保存與展示藏品，轉變到教育、引導大眾學習以及享受。「涉入」（Engagement）和「寓教於樂」（Edutainment）都成為博物館與大眾互動的重要方式，特別是在疫情時期，社群媒體幫助博物館給用戶帶來不同的體驗，成為幫助博物館社群行銷的重要因素。從最初分享資訊與人際溝通的平台，到成為行銷的重要工具，再到現在行銷角色的多樣化，在社群媒體不斷進化中，數位新科技的發展與人的意向轉變都發揮著舉足輕重的作用。 本研究採用概念探究的方式整理相關文獻，從博物館與社群媒體的「機緣」角度切入，提出新的概念框架；並以TikTok平台為研究對象，採用案例分析法對案例進行文本分析，將實證結果與文獻探討形成對應。研究發現，在新科技與人類意向相互影響下，社群媒體改變了人際溝通與互動的方式。在博物館行銷中，社群媒體呈現出高階機緣，如可見性、可編輯性與關聯性，這些高階機緣促進了變化的產生，使博物館的社群行銷更加多元與豐富。社群媒體的功能也由行銷推廣工具逐漸擴展為博物館教育與文化傳播的延伸。 本研究聚焦於博物館社群行銷的機緣角度，彌補以往僅著重於行銷策略與成效分析的研究缺口。結果顯示，TikTok 的可見性提升博物館曝光與行銷效果；編輯功能助力創作多元有趣內容，增強觀眾參與並實現寓教於樂；關聯性則促進互動，提升粉絲黏著度與觀眾體驗。研究期望為策展人提供新視角，啟發其洞察社群媒體機遇，推動博物館行銷創新。
Museum marketing has traditionally relied heavily on conventional mass media. However, with the development of social media and emerging technologies, marketing strategies have shifted toward a social media-centric approach. This trend has been especially pronounced since the onset of the COVID-19 pandemic, during which museums worldwide have increasingly depended on social media and digital technologies. Today, the mission of museums has evolved from merely preserving and displaying collections to focusing on education, fostering public engagement, and promoting enjoyment. Concepts such as &quot;engagement&quot; and &quot;edutainment&quot; have become vital means for museums to interact with the public. Social media, in particular, has played a crucial role during the pandemic by enabling museums to offer diverse experiences to users and enhancing their social marketing efforts. This study adopts a conceptual exploration approach to review relevant literature, examining the affordances of social media for museums and introducing new insights. Using a case study method, the research analyzes content on the TikTok platform to align its findings with the conceptual framework established through the literature review. The study reveals that under the mutual influence of new technologies and human intentions, social media has transformed the way people communicate and interact. In the context of museum marketing, social media affords advanced capabilities such as visibility, editability, and connectivity, which have enriched the diversity and depth of social marketing strategies. Social media has thus evolved from a promotional tool into an extension of museum education and cultural dissemination. The affordances of social media for museums are not limited to any single platform. By combining conceptual exploration with case analysis, this study aims to inspire curators to uncover new possibilities for leveraging social media, offering deeper insights into its affordances and opening new avenues for museum social marketing.
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描述 碩士
國立政治大學
傳播學院碩士在職專班
110941012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110941012
資料類型 thesis
dc.contributor.advisor 林玲遠<br>陳百齡zh_TW
dc.contributor.advisor Lin, Ling-Yuan<br>Chen, Pai-Linen_US
dc.contributor.author (Authors) 蔡政志zh_TW
dc.contributor.author (Authors) Tsai, Cheng-Chihen_US
dc.creator (作者) 蔡政志zh_TW
dc.creator (作者) Tsai, Cheng-Chihen_US
dc.date (日期) 2025en_US
dc.date.accessioned 3-Mar-2025 13:52:03 (UTC+8)-
dc.date.available 3-Mar-2025 13:52:03 (UTC+8)-
dc.date.issued (上傳時間) 3-Mar-2025 13:52:03 (UTC+8)-
dc.identifier (Other Identifiers) G0110941012en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/155942-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院碩士在職專班zh_TW
dc.description (描述) 110941012zh_TW
dc.description.abstract (摘要) 博物館行銷在過去十分仰賴傳統大眾媒體，隨著社群媒體以及新科技的發展，行銷策略出現了以社群媒體為主的趨勢。尤其是新冠疫情以來，世界各地的博物館對社群媒體以及數位新科技的依賴日益加深。如今，博物館的使命已經由保存與展示藏品，轉變到教育、引導大眾學習以及享受。「涉入」（Engagement）和「寓教於樂」（Edutainment）都成為博物館與大眾互動的重要方式，特別是在疫情時期，社群媒體幫助博物館給用戶帶來不同的體驗，成為幫助博物館社群行銷的重要因素。從最初分享資訊與人際溝通的平台，到成為行銷的重要工具，再到現在行銷角色的多樣化，在社群媒體不斷進化中，數位新科技的發展與人的意向轉變都發揮著舉足輕重的作用。 本研究採用概念探究的方式整理相關文獻，從博物館與社群媒體的「機緣」角度切入，提出新的概念框架；並以TikTok平台為研究對象，採用案例分析法對案例進行文本分析，將實證結果與文獻探討形成對應。研究發現，在新科技與人類意向相互影響下，社群媒體改變了人際溝通與互動的方式。在博物館行銷中，社群媒體呈現出高階機緣，如可見性、可編輯性與關聯性，這些高階機緣促進了變化的產生，使博物館的社群行銷更加多元與豐富。社群媒體的功能也由行銷推廣工具逐漸擴展為博物館教育與文化傳播的延伸。 本研究聚焦於博物館社群行銷的機緣角度，彌補以往僅著重於行銷策略與成效分析的研究缺口。結果顯示，TikTok 的可見性提升博物館曝光與行銷效果；編輯功能助力創作多元有趣內容，增強觀眾參與並實現寓教於樂；關聯性則促進互動，提升粉絲黏著度與觀眾體驗。研究期望為策展人提供新視角，啟發其洞察社群媒體機遇，推動博物館行銷創新。zh_TW
dc.description.abstract (摘要) Museum marketing has traditionally relied heavily on conventional mass media. However, with the development of social media and emerging technologies, marketing strategies have shifted toward a social media-centric approach. This trend has been especially pronounced since the onset of the COVID-19 pandemic, during which museums worldwide have increasingly depended on social media and digital technologies. Today, the mission of museums has evolved from merely preserving and displaying collections to focusing on education, fostering public engagement, and promoting enjoyment. Concepts such as &quot;engagement&quot; and &quot;edutainment&quot; have become vital means for museums to interact with the public. Social media, in particular, has played a crucial role during the pandemic by enabling museums to offer diverse experiences to users and enhancing their social marketing efforts. This study adopts a conceptual exploration approach to review relevant literature, examining the affordances of social media for museums and introducing new insights. Using a case study method, the research analyzes content on the TikTok platform to align its findings with the conceptual framework established through the literature review. The study reveals that under the mutual influence of new technologies and human intentions, social media has transformed the way people communicate and interact. In the context of museum marketing, social media affords advanced capabilities such as visibility, editability, and connectivity, which have enriched the diversity and depth of social marketing strategies. Social media has thus evolved from a promotional tool into an extension of museum education and cultural dissemination. The affordances of social media for museums are not limited to any single platform. By combining conceptual exploration with case analysis, this study aims to inspire curators to uncover new possibilities for leveraging social media, offering deeper insights into its affordances and opening new avenues for museum social marketing.en_US
dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 4 第二章 文獻探討 6 第一節 博物館 6 一、 博物館角色與核心概念 6 二、 博物館行銷 10 三、 小結 14 第二節 社群媒體與數位新科技 15 一、 社群媒體 15 二、 社群媒體之形式與功能性 18 三、 小結 21 第三節 博物館行銷與社群媒體之機緣 22 一、 機緣理論與社群媒體 22 二、 高階與低階機緣 23 三、 小結 26 第四節 研究聚焦與研究架構 26 第三章 TIKTOK的特性 29 第一節TikTok簡介與用戶 29 第二節 平台功能與介面 29 一、 平台功能 29 二、 平台介面 31 三、 TikTok機緣之操作性定義 31 第三節TikTok行銷策略 32 一、 網紅行銷 32 二、 迷因 35 三、 主題標籤挑戰 36 第四節 博物館對TikTok之應用 36 第四章 研究方法 39 第一節 案例分析 39 第二節 案例來源 40 一、 國家藝廊 40 二、 V&A博物館 41 三、 荷蘭國家博物館 41 四、 烏菲茲美術館 41 五、 美國自然歷史博物館 42 六、 大都會博物館 42 七、 凡爾賽宮 42 第三節 案例選擇 43 一、 挑選標準 43 二、 案例列舉 43 第五章 TIKTOK行銷案例分析 46 第一節 TIKTOK案例分析 46 一、 案例一：「畫作中的朱比特」 46 二、 案例二：「梅杜莎vs新冠病毒」 47 三、 案例三：「Feeling 🍑」 48 四、 案例四：「拿破崙學習法文」 49 五、 案例五：Chiara Ferragni在烏菲茲美術館 50 六、 案例六：特納作品的主題標籤 51 七、 案例七：Make it Vogue主題標籤挑戰 51 八、 案例八：博物館合拍互動 52 九、 案例九：一般用戶合拍博物館短影片 53 十、 案例十：國家藝廊以影片回覆分析評論 54 十一、 案例十一：荷蘭國家博物館直播回顧短影片 55 十二、 案例十二：「凡爾賽奔跑」 56 第二節 案例功能與機緣 57 第三節 從高階機緣的角度分析 60 一、 可見性 60 二、 可編輯性 61 三、 關聯性 62 四、 可見性、可編輯性、關聯性之相互作用 63 第四節 達成博物館使命 65 第六章 結論與反思 67 第一節 TIKTOK功能的使用 67 第二節 TIKTOK與博物館之機緣 68 第三節 給臺灣策展人的建議 69 第四節 研究貢獻與反思 70 參考書目 73zh_TW
dc.format.extent 50384209 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110941012en_US
dc.subject (關鍵詞) 行銷zh_TW
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) 博物館zh_TW
dc.subject (關鍵詞) 機緣zh_TW
dc.subject (關鍵詞) 數位新科技zh_TW
dc.subject (關鍵詞) Marketingen_US
dc.subject (關鍵詞) Social mediaen_US
dc.subject (關鍵詞) Museumen_US
dc.subject (關鍵詞) Affordancesen_US
dc.subject (關鍵詞) New digital technologiesen_US
dc.title (題名) 從博物館行銷看社群媒體之機緣：以Tiktok為例zh_TW
dc.title (題名) Affordances of Social Media in Museum Marketing: Insights from TikToken_US
dc.type (資料類型) thesisen_US
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