Hua-Jung Liu (National Central University) Chen-Chi Chang (Nanya Institute of Technology) Yih-Chearng Shiue (National Central University) The key sustainable factors for business model of digital archives 2016/6/7Hua-Jung Liu(National Central University) 1

Introduction Pricing strategies and business models related to digital archives both are main issues. The digitalize archives is substantial issues. Unfortunately, many organizations were not fully supported. Objective The key factors influence to business model of digital archives. This article provided a business model for the sustainability of digital preservation. 2016/6/7 Hua-Jung Liu(National Central University) 2

Business model Bishoff, L., & Allen, N. (2004). Business Planning for Cultural Heritage Institutions. Council on Library and Information Resources, Washington, D.C 2016/6/7 Hua-Jung Liu(National Central University) 3 Elements of business models for digital preservation Mission, Vision, Values, and GoalsPricing Executive SummaryDistribution Product or Service DescriptionCommunication Needs Assessment or Market ResearchFinancial Plans Environment and CompetitionOperations Markets and ServicesProduct Evaluation Organizational StructureUsability Assessment

Methodology Academic literature Case studies: American Museum of Natural History, and The Metropolitan Museum of Art. 4Ps: Price, Product, Promotion, and Place. SWOT: Strengths, Weaknesses, Opportunities, and Threats. 2016/6/7 Hua-Jung Liu(National Central University) 4

Case study American Museum of Natural History (1869) The Metropolitan Museum of Art (1870) 2016/6/7 Hua-Jung Liu(National Central University) 5

American Museum of Natural History(1/2) The museum has the global mission to discover, interpret and disseminate information about human cultures. Eight categories of product in the web site (science, biodiversity, cultures, books/media, gems and minerals, etc.) 2016/6/7 Hua-Jung Liu(National Central University) 6

American Museum of Natural History(2/2) Some categories of particularly program. Unique to set up academes’ museum of American (i.e., Ph. D. and kindergarten) Core family program (i.e., Family activity) Outreach program (i.e., Conference, join with university and community) Travel (Please refer to /6/7 Hua-Jung Liu(National Central University) 7

The Metropolitan Museum of Art The purpose of the museum is to establish and maintain the library of art, and advance and develop the study of the fine arts. The Museum was provided nine categories of product in the web site(jewelry and watches, books and media, etc.) (Please refer to /6/7 Hua-Jung Liu(National Central University) 8

Conclusion- 4Ps American Museum of Natural History The Metropolitan Museum of Art Established Product categories89 Promotion Entity ✔✔ Digital ✔✔ Place Brick and mortar ✔✔ Virtual ✔✔ Exhibition ✔✔ Set up academy ✔ Core family program ✔ Outreach program ✔ 2016/6/7 Hua-Jung Liu(National Central University) 9

Conclusion- SWOT(1/2) 2016/6/7 Hua-Jung Liu(National Central University) 10 Case Factors American Museum of Natural History The Metropolitan Museum of Art Strengths 1.The museum was the scale of the world that has a long historical background. 2.The museum has rich collectibles about 36,000, The rich collectibles were helped digital archives. 4.Web site has rich context that helped people understand the museum through the Internet. 5.The museum was established the Institute (such as Ph.D. degree, train professional researchers). 6.The museum was collaboration with iphone and let people access information easier than before. 1.The museum has a long historical background. 2.The museum has rich collectibles more than 3,000, The collection was the most comprehensive collection of Museum of Art in the world. 4.Store operations were the success and there are 20 branches have branches abroad. (Such as Australia, Austria, Japan, Mexico, Singapore, and Thailand). Weaknesses 1.The major visitors were youth-oriented. 2.The visitor's number was short of the Metropolitan Museum of Art. 3.Budget came from the New York State Government (fund was unstable and digital’s budget was not enough. 4.Computer management system was purchased by the package system. The current system is not open to retrieve the function and effect is not yet matured. 1.Limited funds. Museum was established by a foundation (non- public museums) and must be the self-financing funds.

Conclusion- SWOT(2/2) 2016/6/7 Hua-Jung Liu(National Central University) 11 Case Factors American Museum of Natural History The Metropolitan Museum of Art Opportunities 1.New York for the global commercial and financial center, people from around the world working for the international promotion of the museum has a great help and benefit. 2.The museum was the famous movie’s scene (Night at the Museum), and the museum has great positive and marketing benefits. 3.The museum was increasing the proportion of the digital archives and creating business opportunities in the digital channels. 1.The museum has rich categories of product, and product’s price has high unit price (such as jewelry). 2.The visitor’s number of people was massed and more than 5,000,000 people a year. Threats 1.Homogeneity museum or cultural center was increased, and has the more competitors than before. 2.The source of funding came from contributed funds were uncertainties and leading to fundraising difficulties. For example: the 2008 financial crisis, many companies stop contributions. 3.People acquire knowledge through digital product (e-books) and other channels more than before. Museums need to consider how these goods will not be replaced. 1.People acquire knowledge through digital product (e-books) and other channels more than before. Museums need to consider how these goods will not be replaced.

Conclusion- key factors(1/2) Mission, vision, values, and goals Product or service description: how to do internet marketing Market research (4Ps and SWOT analysis) Markets and services Pricing: how to order product price 2016/6/7 Hua-Jung Liu(National Central University) 12

Conclusion- key factors(2/2) Financial source: The source of funds is very important. such as: donations, the Foundation. Set up academe: i.e., Ph. D. And kindergarten. Such as American Museum of Natural History. Special program: such as core family program, outreach, and travel. Such as American Museum of Natural History. Integrated interface (cooperation with the smart phone business): At present, the majority of customers are a smart phone (eg iphone). 2016/6/7 Hua-Jung Liu(National Central University) 13

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