||Due to the coming of digital era, people's lifestyle and behavior change. It also influences the way of museum to communicate with their visitors. The communication tools used in the past were television, newspapers and magazines. As the competition getting intensive, the study attempts to discuss the transformation of museum marketing during the digital age. What are the changes from traditional to digital marketing? How does the museum use digital marketing as a communication tool? How does the development and future trend of museum digital marketing?|
Case studies are selected as major research methodology. The case is National Taiwan Museum of Fine Arts. Document analysis, observation and interviews are ways of data collection. Major organizers, Chief of Education Division, Associate Researcher of Education Division, Chief of Library Service Division, Public Relations and audiences are interviewed to gather data.
The main research questions are: 1. What is the marketing mix of National Taiwan Museum of Fine Arts (Product, Presentation, Price, Place, Promotion, and People)? What are the changes from traditional to digital marketing? How does the museum collaborate with their partners? 2. How does the museum use digital tools for marketing? 3. How does the characteristics of National Taiwan Museum of Fine Arts in digital marketing? And, what are future trends? How to evaluate effectiveness of museum digital marketing?
The major conclusion of the study can be summarized as follows: 1. The digital tools using by the National Taiwan Museum of Fine Arts includes hardware equipment and software. It also extends to exhibition, activity, and audience participation. 2. The channel of promotion has changed from traditional to digital media. Tool used can be divided into three types: (1) Information delivery includes websites, community media, youtube video and e-mail. (2) Exhibition facility includes mobile applications and electronic boards. (3) Educational experience includes game marketing. 3. The study found most visitors are getting information from the official website. They use social media, but do not search museum fan page to get information or interactive with the museum. Therefore, those subscrib fan pages or frequent interaction with museum are the target customer of the museum. 4. National Taiwan Museum of Fine Arts uses various digital tools for promotion. However, most audiences do not know that the museum have used social media, audio/video platform and apps. 5. Due to lower demand of using digital tools, there is no data monitoring or further evaluation and analysis in National Taiwan Museum of Fine Arts.
Recommendations are as follows:
1. Strengthen the promotion of apps as well as all kinds of digital tools;
2. Enhance the interaction between museum space and the audience;
3. Create a list of event members, classified audience preference information
4. Increase the use of digital tools for promoting the museum.
5. Emphasizing the use of digital tools to collect data and evaluate data;
6. Cauculving professionals in museum digital marketing.
Suggestions for future: New studies can focus on audiences and fans of social media, conducting a long-term observation.This is needed to further explore how the audience receive digital information and a comprehensive analysis of other museums’ digital marketing strategies.