宗博季刊第82期

4 館長的話 AWord From the Director 館長 的話 世 界宗教博物館經過十年的籌建和十年的 開館營運，終於在去年（ 2011 ） 11 月 9 日歡度 10 周年館慶，展望未來面對更嚴苛的 外在競爭環境、營運基金縮減、要求收支平 衡自負盈虧，加上來館觀眾未增、設施設備 亟需更新的種種壓力，讓我們意識到必須正 視博物館行銷技術與方法的時候了。行銷源 自企業界，以營利、創造利潤的高比例成長 為事業目標；然而博物館的基本屬性是非營 利的社會教育機構，不是靠利潤動機驅使， 而是靠使命（ Mission ）認同的凝聚力和引 導，使得博物館的經營管理與一般營利事業 迥然不同，但也不得不重視、評估博物館行 銷的重要性及可行性，並擷取企業行銷體中 公益性質較高的行銷觀念與方法，以規劃適 合博物館情境發展及特性的行銷策略。 行銷並非促銷，簡單的說，行銷的目的 透過「交換」過程，滿足買、賣雙方的需 求，應用於非營利機構中，是一種“ outside- in ＂的行銷模式，除了可以開拓財源之外， 更可以有效地達成非營利機構重要使命。可 知博物館行銷不僅在吸引更多觀眾、開發資 源、籌募經費等效益，更冀圖助使博物館建 立其特定的形象。 為世界宗教博物館永續發展的價值和志 業，我們誠摯的邀請 您幫幫忙：贊助年度特 展的募款、捐贈經費，加入宗博館之友（會 員）、擴大志工與生命領航員行銷、共同開 發製作博物館文創產品，歡迎來館在禮品 部、繆思咖啡用餐消費增加賣店的營收、訂 閱宗博季刊電子報，熱情參加世界宗教博物 館 Facebook 粉絲專頁。謝謝您。 Sincerely requesting for your assistance 請您幫幫忙 A fter 10 years of preparation and 10 years of operation, the Museum of World Religion finally celebrated its 10-year anniversary on 09 November 2011. Looking into the future, the museum faces a tougher external competitive environment, reduction in operating fund and looks forward to breakeven and be self-financed. On top of that, as the number of museum visitors has not increased, and with the stress of upgrading the facilities and equipment, we realized that it is time to face up to the museum's marketing technology and method. Marketing originated from the corporate world, basing its business targets on revenue and high growth rate in creating profit. However, the museum's basic nature is a non-profit social education institution, not driven by profit motive. Instead, it is driven by the cohesion and guidance of "mission" recognition, making the museum's operation and management different from profit-seeking organizations. However, the importance and feasibility of museum marketing cannot be ignored and not assessed. By capturing the marketing concept and method of enterprises with higher public beneficial nature, the museum can work out marketing strategies appropriate for the museum's situation and characteristics. Marketing is not promotion. In simple terms, the objective of marketing is to satisfy the buyer and seller's needs through the "exchange" process. When applied to a non-profit organization, it is an "outside-in" approach. It not only is able to develop resources, but also effectively achieve the important mission of a non-profit organization. Hence, the benefits of museum marketing not only limit to attracting more visitors, developing resources and raising fund, but also build a specific image for the museum. For the sustainable development value and ambition of the Museum of World Religion, we sincerely invite you to help: raise fund for the operating cost of the annual special exhibition, donate, be a friend of the museum (member), expand the marketing of volunteers and life education navigators, help to develop the museum's cultural product, patronize the gift shop and Muse café to increase their revenue, subscribe to the museum's quarterly e-bulletin, be a fan of Museum of World Religion's facebook. thank you so much.