| Abstract: | 新興自媒體的快速崛起，涵蓋了傳統媒體無法觸及的領域，造就自媒體的影響力不斷攀升，從企業到個人都需要因應環境轉型，藝文產業也須要借助經營粉絲專頁的力量，提高其商業價值。首先，本研究旨在探討美術館Facebook粉絲專頁的自媒體經營現況，並根據關係培養策略來檢視其粉絲專頁的經營成效。本研究採用內容分析法，以H美術館為分析對象，針對2020年2月1日至2022年6月30日發佈的貼文進行內容分析，總計有效貼文為293篇。研究結果發現，第一，在揭露策略中，目前提供資料完整性高，公開的資訊得以讓大眾們快速得知美術館現況；第二，在資訊傳播策略中，美術館偏好使用圖文的方式傳遞訊息，發文內容大多為與美術館本身有關的訊息，如館內預約參觀時段、分享藝術展品與展覽活動最新消息等；第三，在互動性策略中，粉絲較多以貼圖或是表情符號的方式留言，難以與粉絲有深層的交流，未能有效發揮互動成效。最後，根據研究結論提出相關建議，供美術館未來營運作為參考。
The rapid rise of new we media covers areas that traditional media cannot reach, and the influence of we media continues to rise. Enterprises and individuals need to adapt to the transformation of the environment. The arts and culture industry also needs to rely on the power of fan page management to improve its business value. First, this research aims to explore the we media management of the Facebook fan page of the art museum, and to examine the management effect of its fan page ac-cording to the relationship cultivation strategy. This research adopts the content analysis method, takes H Art Museum as the analysis object, and analyzes the con-tent of the posts published from February 1, 2020 to June 30, 2022, with a total of 293 valid posts. The results of the study found that, first, in the disclosure strategy, the information provided at present is highly complete, and the public information allows the public to quickly know the current situation of the art museum; second, in the information dissemination strategy, the art museum prefers to use pictures and texts to communicate. Most of the content of the posts is information related to the museum itself, such as the appointment time slot in the museum, and share the an-nouncement of art exhibits and exhibition activities; third, in the interactive strategy, fans often leave messages in the form of stickers or emojis, it is difficult to have in-depth communication with fans, and the interaction effect cannot be effectively ex-erted. Finally, according to the research conclusions, relevant suggestions are put forward for the future operation of the museum as a reference. |
