藝文特展之商業模式研究－以MSC公司為例

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題名:	藝文特展之商業模式研究－以MSC公司為例
作者:	明濟慈;Ming, Chi-Tzu
貢獻者:	高階主管企管碩士班
關鍵詞:	特展;商業模式;博物館;文化創意產業;Special Exhibition;Business Model;Museum;Cultural and Creative Industry
日期:	2019-06-11
上傳時間:	2019-09-03 15:11:23 (UTC+8)
出版者:	國立中央大學
摘要:	在台灣，藝文特展自1990年代開始有持續性發展，隨著國人對藝術文化活動的需求提升，及政府推動文化創意產業化，並促成文創園區展覽場地的開放，讓特展的發展走出了傳統的博物館，不僅呈現形式更加豐富，策展內容也走向多元。當參與藝文活動人口擴增、消費者逐漸養成看展習慣後，特展市場的產值擴大，自然吸引了更多的競爭者加入，造成了百家爭鳴的現象。本研究自特展發展的歷程與轉變脈絡，分析台灣特展市場的獨特性與與整體產業的走向，並以MSC公司為個案分析對象，藉由分析其內、外部優劣勢 (SWOT) ，檢視其經營策略，再以Alexander Osterwalder & Yves Pigneur所提出的商業模式九大要素，比對個案公司的實際執行狀況，逐一審視，找出商業模式的突破點，以持續現有優勢，並提高整體獲利。本研究全文共分為五章，第一章為緒論，包括研究動機與目的、研究方法、研究架構及研究範圍與限制；第二章文獻探討，則從博物館、特展及商業模式理論三大部份加以討論；第三章針對特展的發展歷程與產業概況予以分析，第四章則針對個案做深入的解析，第五章結論與建議，則是綜合前述之探討分析，做出總結，並針對個案公司的經營策略提出建議，另亦提出未來研究方向。;Since 90’s, special exhibitions in Taiwan have started to boom. Because of the increased need of art and cultural events, and the government’s long-term policy to industrialize culture-related creativities, more and more Cultural and Creative Parks are available to the public. Furthermore, special exhibitions’ venues are no longer limited to the traditional museums. As a result, the forms and themes of special exhibitions are richer and more diverse than ever. When more people are engaged in cultural activities, special exhibition’s economic value soars, which induces more players and the competition gets heated. This research focuses on the development and the evolution of special exhibitions in Taiwan and aims to provide a thorough analysis of the uniqueness of this market and how this industry will evolve. The main research subject is a special exhibition organizer called MSC. A SWOT analysis is adopted to assess MSC’s business strategies, combined with the use of the 9 building blocks of a business model developed by Alexander Osterwalder & Yves Pigneur to further determine whether MSC hits the marks. The end goal is to find a breakthrough in MSC’s current business model for the company to continuously keep the edge and to increase overall profit. This research is comprised of 5 chapters. The first chapter introduces research motivation, purpose, method, framework, and research scope and limitation. The second chapter is “Literature Review”, covering articles about museums, special exhibitions, and business model theories. The third chapter is an analysis of special exhibition development and the industry overview. The fourth chapter is an in-depth case study. The last chapter is the conclusions and suggestions. The former concludes the findings of above analyses, and the latter provides some insight into formulating successful business strategies for the subject company, along with the recommendations for the further study.
顯示於類別:	[高階主管企管（EMBA）碩士班] 博碩士論文

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