中文摘要

本研究旨在探究博物館數位圖像授權在臺灣之發展，探討博物館的數位圖像授權系統之當前發展及其實踐脈絡，進而瞭解博物館於此脈絡中所創造的價值、策略與潛力。縱觀臺灣博物館的授權系統雖於文化創意產業發展法頒布後逐步獲得關注，卻未如其他博物館核心功能一樣獲得高度重視，博物館界目前所累積的授權實務經驗，也未有理論化之建構。因此，授權應用策略與營運模式等理論建構，仍為國內學術地圖之缺口。博物館作為系統化營運管理巨量數位化資產的「授權者」（licensor角色，如何有效運作此一新興數位資產，成為臺灣博物館共同面對的重要課題。本研究探究博物館如何以授權合作開啟知識分享的邊界，創造合作關係，實現共同價值與目標，焦點著重於當代臺灣博物館圖像授權系統之創新策略。
文化創意產業發展法則為國內最多數博物館所援引之授權辦法的法源之一，並且具有博物館圖像授權於行政制度上之推動意義。因此，本文就文創法之附屬法規作為擇定研究對象之資料池（data pool），檢視上述資料池中的博物館之立法歷程。國立歷史博物館（下稱史博館）為最早以文創法為法源設立博物館圖像授權辦法的館所之一，也是最早開始明確設立圖像授權機制並落實於法制規範之先鋒。基於本論文重視研究主體之真實情況觀察與分析，本論文主要採行單一個案研究之質性研究方法，以嵌入性單以嵌入性單個案設計（single case embedded design），抽取該個案重要的代表性專案作為次級分析單元，輔以訪談法與與文獻分析等研究工具，作為研究資料之搜集方式。等研究工具，作為研究資料之搜集方式。

本研究的訪談對象通過授權合作案中所需觸及的重要角色為篩選分層，首先依據授權合作的雙方立場而區別為「授權方」與「被授權方」。「授權方」與「被授權方」。經篩選，邀集研究個案的經篩選，邀集研究個案的代代表性案例，表性案例，公益文創系列計畫公益文創系列計畫館方館方主要執行人、JUST IN XX品牌設計師，以及陸寶企業股份有限公司雙品牌合作案執行人。依據文獻分析所發現的問題與缺乏之處，研擬訪談提綱為研究工具，並以非結構性訪談（unstructured interview）架構規劃。本研究之分析架構透過管理學之開放式創新（Open Innovation, OI）理論為核心概念，開放式創新的特點在於有明確意識治理所掌握的知識流，知識得以開始透過不同的機制進出邊界，理想上期望擴大組織外部的應用創新，也加速組織內部的改革創新，降低單一外部的應用創新，突破「非我發明（not invented here, NIH）」的研發框架。
本研究結論認為，授權雙方促進授權合作邁向開放式創新實踐之激勵因素，包含文化意涵為價值目標、創造聯結，以及主動尋找合適的外部參與者等。授權雙方亦運用既存優勢之協力，在價值主張、關鍵資源與關鍵流程等項進行調和，尋求持之以勝的商業模式，開放式創新中亦存在博物館創意領航者的角色，嚮導創新實踐之路徑，並協助解決創新的難題，博物館授權合作的創新成果除了讓現存市場發生變化，也能開創不同於現存範疇的新市場，甚至形塑趨勢整合。至形塑趨勢整合。

Abstract

This research aims to explore the development of museum digital image licensing in Taiwan, and explore the current development, value, strategy and potential of practical context. Although Taiwan’s museum image licensing system has gradually been gained attention after the Development of the Cultural and Creative Industries Act, it still has not received the same high attention as other core functions of museum. Therefore, the theoretical construction of image licensing strategy is still a gap in the academic research field. This research explores how museums use licensing cooperation to open the boundaries of knowledge sharing, create cooperative relationships, and achieve core values and goals, with a focus on innovative strategies for museum image licensing in Taiwan.
Development of the Cultural and Creative Industries Act is one of the legal sources of licensing regulation cited by museums in Taiwan, and it has the significance of promoting the image licensing of museum in the administrative system. Therefore, we use the subsidiary regulations of the Development of the Cultural and Creative Industries Act as the data pool for the selected research object. This research mainly takes the qualitative research method of single case embedded design, and assists with extracting important representative projects of this case as the secondary analysis unit. Moreover, it supplemented by research tools such as interview method and literature analysis.
The interviewees of this study are selected and stratified based on the important roles of secondary analysis unit cases. First, they are distinguished as "licensor" and "licensee". After filtering, we invite representative cases including, the principle investigator of the public welfare cultural and creative series plan, the designer of the JUST IN XX brand, and the executor of the dual-brand cooperation case of Lohas Pottery. The analysis framework of this research uses the Open Innovation (OI) theory of management as the core concept. The characteristic of open innovation is that there is a clear awareness of the management of the knowledge flow, and knowledge can begin to enter and exit the boundary through
different mechanisms, breaking through the "not invented here (NIH)" R&D framework.
This research believes that emphasis on the incentives of innovation, including cultural meanings as value goals, creating connections, and proactively seeking suitable external participants, can promote cooperation towards innovation. Both the licensors and licensees also use the existing advantages to reconcile and seek a winning business model. The role of the museum creative navigator also exists in open innovation, guiding the path of innovation and practice, and assist in solving innovation problems. In addition to changing the existing market, the innovation results of the museum licensing cooperation also create new markets and even shape trend integration. This research suggests that museums should invest museum resources when promoting digital image licensing. We suggest museum use different strategies and make them coexist and explore current value and future development potential through the licensing system and regard the innovation of licensing as public interest and create a good cycle to benefits all participants.

參考文獻

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