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Bradford, Hugh. "Marketing Scotland's museums and galleries." Thesis, University of Strathclyde, 1992. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21499.
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The objective of this research is to document sound marketing practice in Scotland's museums and galleries. This research was undertaken due to the increasing interest in marketing by museums themselves, and by those who fund museums. Before the research began there was a suspicion that the transfer of consumer goods marketing concepts to museums might be inappropriate, and that there was a lack of empirically based studies of marketing in museums. The literature review confirmed these suspicions. An explanatory approach using qualitative methods was therefore appropriate. Examples of sound museum marketing practice were identified by use of a panel of experts. The research was essentially an ethnographic study of what curators (managers) in the successful museums actually do. Whilst the techniques used are well established in many of the social sciences they are less common both in marketing and in museum studies. The research also made use of "Ethnograph" software for the analysi s of interview data, one of the first occasions this has been done in marketing research in the UK. The research revealed an inductively derived model identifying three important areas that successful museum curators have to attend to, namely, the management of the museum, the management of its reputation, and the management of its relationships with the museum's patron (funding) groups. It is this latter split that provides the key difference between museum marketing and commercial marketing. The research went on to discover how these three categories are dynamically related in a "spiral of success", and how the model can be used as a diagnostic tool to identify areas requiring attention. The other principal findings relate to the characteristics of successful curators. The research has implications for policy in areas including training, and the whole relationship between museums and those who fund them. In particular the idea that marketing will necessa is refuted.
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Kim, SeJeong. "Understanding of Museum Branding and Its Consequences on Museum Finance." University of Akron / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=akron1208785497.
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Witakowska, Weronika, and Ingrid Rönnblom. "Designing and Marketing Museum Offerings by Utilizing Consumer Knowledge : Research on Central Museums in Stockholm, Sweden." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-204401.
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The aim of this thesis is to examine how the central museums in Stockholm, Sweden, design and market their offerings by utilizing consumer knowledge. Current museum marketing research suggests that museums should be marketed as any organization; however, public museums are challenged by their mission to provide an offering that is framed by the state, and at the same time to attract visitors. Through semi-structured interviews with representatives from seven of the central museums in Stockholm, and a case study of a marketing campaign for an exhibition, information concerning the museums’ designing and marketing of offerings has been gathered. This information was analysed according to the theoretical framework which, building on co-creation of value theory, is an extended version of the DART-model to include word of mouth. The authors conclude that the museums are limited in their ability to adapt their offerings to consumer preferences due to their state given mission and a desire to be credible. Instead, online communication platforms are used to make the offerings available to more people and to market the offerings through the consumers’ online social networks.
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Kozak, Zenobia Rae. "Promoting the past, preserving the future : British university heritage collections and identity marketing /." St Andrews, 2008. http://hdl.handle.net/10023/408.
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Nascimento, Camila Leoni. "Aspectos da atividade de promoção de marketing nos serviços turísticos de museus." Universidade de São Paulo, 2012. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-19072012-180313/.
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A definição dos programas de promoção de marketing varia de acordo com o público que se quer atingir e também com o tipo de comunicação que se quer transmitir. Para definir o programa de comunicação e quais as ferramentas que serão utilizadas, é preciso desenvolver uma estratégia de comunicação de acordo com as necessidades dos clientes e com os objetivos da organização. Este estudo teve como objetivo principal identificar e analisar as atividades de promoção de marketing referentes aos serviços turísticos, mais especificamente nos museus, onde foi realizada a pesquisa de campo. Para atingir esse objetivo, primeiro foi realizada a revisão teórica abordando os conceitos de promoção de marketing, os serviços e os aspectos da atividade de promoção em serviços. Por fim, foram estudados os serviços turísticos e contextualizado o objeto de estudo acerca da atividade de promoção de serviços turísticos com ênfase em museus. O método utilizado para a pesquisa de campo foi o estudo de caso. O trabalho teve sua aplicação na área de museologia, investigadas três instituições: a Pinacoteca do Estado de São Paulo, o Museu de Arte de São Paulo Assis Chateaubriand e o Museu da Casa Brasileira Organização Social de Cultura. Para cada museu foram analisadas as seguintes atividades de promoção de marketing: segmentação e posicionamento, diferenciais, estratégia de promoção de marketing, planejamento e ferramentas do mix de comunicação, comunicação integrada de marketing, locação de recursos e controle e avaliação de resultados. Com a pesquisa foi possível concluir que as atividades de promoção de marketing utilizadas pelos museus para comunicar suas ofertas, atrair e fidelizar o público são as mesmas, no entanto há variação na forma como eles executam essas atividades. Nos museus analisados, as atividades de promoção de marketing são, em alguns casos, conforme a teoria; em outros, mais indutivas. Foi possível ainda verificar que, quando os museus se aproximam de um programa de promoção de marketing mais planejado e estruturado, a promoção é feita de forma delineada, de modo a divulgar as atividades da melhor maneira.The definition of marketing promotion programs varies depending on the audience you want to achieve and also with the type of communication you want to convey. To define the communication program and what tools will be used, you must develop a communication strategy, according to customer needs and organizational objectives. The main goal of this study is to identify and analyze marketing promotion activities related to tourist services with field verification in museums. To achieve this goal, first, it was conducted a theoretical review addressing the concepts of marketing promotion, services and aspects of the activity of promotion of services. Finally, it was studied the tourist services and contextualized the study object on the promotion activity of tourist services with emphasis on museums. The method used for field research was a case study. The work had its application in the area of museology and the three institutions analyzed were: the Pinacoteca do Estado de São Paulo, the Museu de Arte de São Paulo Assis Chateaubriand and the Museu da Casa Brasileira Organização Social de Cultura. In each museum it was analyzed the following marketing promotion activities: segmentation and positioning, differentials, strategy of marketing promotion, planning and tools of communications mix, integrated communications of marketing, resource allocation and control and assessment of results. It can be concluded that the marketing promotion activities used by museums to communicate their offerings, appeal and retain the public are the same. However, there is variation in how they perform these activities. In some cases the marketing promotion activities are according to the theory, in other they are more inductive. It was possible to report that, when the museums are approaching a marketing promotion program more structured and planned, it appears that marketing promotion is outlined in order to promote the museum and its activities in the best way.
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Kozak, Zenobia. "Promoting the past, preserving the future : British university heritage collections and identity marketing." Thesis, University of St Andrews, 2007. http://hdl.handle.net/10023/408.
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Collections of tangible heritage and material culture found in university museums present both challenges and opportunities for their parent institutions. The identification and recognition of objects and collections of material ‘heritage’ proves difficult to universities, due to the formation and utilisation of their collections. Although each university possesses a history of varied content, length and significance, the rich heritage collections kept by universities remain undefined and largely unknown. This thesis addresses new and changing roles for university museums and collections, focusing on the issues surrounding heritage. What purpose does an institutional collection of academic heritage serve beyond preserving or representing the history of a university? Using data collected during the field research programme and two case studies (University of St Andrews and University of Liverpool) the thesis explores the definition and role of heritage in the university. Through the exploration of these topics, the thesis provides a new model for university collecting institutions based on the concept of ‘university heritage’ and ‘institutional identity’, encompassing collections ranging from subject-specific departmental teaching collections to commemorative collections of fine art. By utilising these once undefined and underappreciated collections, universities can use the heritage objects and material culture representative of their academic history and traditions as institutional promotion to potential students, staff and funding bodies.
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Shin, Sunyoung. "Product Differentiation: An Analysis of VIVA! & Gala Around Town Series of the Cleveland Museum of Art." University of Akron / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=akron1239466530.
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Rhee, Nakyung. "An Exploration of New Seniors in Arts Participation literature and practice." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1386775161.
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Fitchett, James A. "Consumption and cultural commodification : the case of the museum as commodity." Thesis, University of Stirling, 1997. http://hdl.handle.net/1893/2207.
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Marketing theory has traditionally sought explanation of commodity consumption based upon psychological and economic assumptions of needs, utility and exchange value, a paradigm of understanding that is becoming increasingly problematic. An alternative perspective of commodity consumption is presented, drawing on contemporary social and cultural theory where the commodity form constitutes a cultural and social logic; a discourse of communication which consumers use to mediate and participate in daily life. Instead of defining commodities in terms of use value and economic value, the commodity is seen in terms of a specific subject-object relation experienced in late capitalism, manifest as sign value and sign exchange. Taking the case of the museum, a context that it increasingly applying the terminology of the market, consumer and commodity; a qualitative research project is undertaken to asses the credibility of the cultural theoretical approach. It is proposed that the museum functions as a site of commodification, presenting history and culture as a set of commodities for visitors consumption. Whilst sign value is a useful concept in explaining commodity consumption, it is suggested a clear distinction between use value, exchange value and sign value is unworkable in practice and that utility and exchange value can be most accurately represented as cultural conditions rather than economic ones. The study suggests that consumption should be conceptualised as a constructive, active and productive process which involves the consumer in a continual exchange, use and manipulation of signs. The role of marketing is thus most appropriately thought of as a facilitative capacity rather as a provisional or directive force that mediates consumption behaviour.
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Lange, Candy. "Marketing the visual arts in New Zealand a critical analysis of promotional material by Christchurch's art galleries : a thesis submitted to the Auckland University of Technology (School of Communication Studies) in particular fulfilment of the requirements for the degree of Master of Arts (Communication Studies), October 2007." Click here to access this resource, 2007. http://hdl.handle.net/10292/308.
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Thesis (MA--Communication Studies) -- AUT University, 2007.Includes bibliographical references. Also held in print (xi, 242 leaves : col. ill. ; 30 cm.) in the Archive at the City Campus (T 708.99383 LAN)
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Mudzanani, Takalani Eric. "Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani." Thesis, North-West University, 2013. http://hdl.handle.net/10394/9181.
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Responding to the need to fill the research gap in the area of museum integrated marketing communication, the study investigated the planned, unplanned, product and service messages of selected museums in South Africa. These selected museums were the Ditsong and Iziko clusters of museums in the Gauteng Province and the Western Cape Province respectively. The clusters were selected because they are the biggest clusters of museums in the country.
In an attempt to fill the research gap, the goal of the study was to develop and present an integrated marketing communication framework for the selected museums. In order to realise the goal of the study, four objectives were set. Consistent with the first objective chapter 2 analysed the South African cultural tourism sector. In this regard, the literature review revealed that South Africa’s cultural product offering is multifaceted with arts, cultural villages, literature, battlefields, museums, heritage sites nd religion comprising the main tourist attractions. Moreover, the literature review revealed that the two clusters of museums offer diversified product portfolios.
The second objective was achieved in chapter 3 by analysing integrated marketing communication by means of a literature review. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) messages to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages.
The third objective was to analyse empirically the planned, unplanned, product and service messages of the Ditsong and Iziko clusters of museums. The results of the empirical phase of the study were presented in chapter 4. Following a mixed methods research approach, the first component of the empirical phase involved in- depth interviews with the marketing managers of the museum clusters while the second component involved a survey of visitors to the clusters. The qualitative data was analysed by establishing themes which had emerged from the interviews with the marketing managers. The quantitative data was analysed using the SPSS programme. In order to establish the relationships between the variables, a factor analysis was conducted. In addition, T-tests and ANOVAs were also conducted. The factor analysis produced three factors namely, factor 1: Above-the-line media, factor 2: Internal and external marketing and factor 3: Marketing public relations. The t-test and ANOVAs revealed that the respondents across age, province of residence, visitor retention and educational level rate service messages the most highly of all the IMC messages. On the whole, the empirical study revealed that both the participants and the respondents share the same views on what should be done in terms of the planned, unplanned, service and product messages of museums to ensure message consistency and maximum communication impact. The structural equation modelling indicated the interrelatedness of the various messages as well as their influence on one another.
The fourth objective was to develop and present an integrated marketing communication framework for the Ditsong and Iziko museum clusters. This objective was realised in chapter five. The framework was informed by both the literature review and the empirical study. As regards the literature review the framework differs from some other works on IMC in that an attempt was made to align the framework to IMC message typology in its entirety. With regard to the empirical study, the IMC programme phase of the framework incorporates the recommendations of the respondents. It is hoped that the framework will empower the museums both to ensure message consistency and to maximise communication impact in spite of the divergent message needs of their multiple stakeholders.Thesis (PhD (Tourism Management))--North-West University, Potchefstroom Campus, 2013.
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Feagan, Joy. "REMEMBERING THE NATION’S PASTIME: MAJOR LEAGUE BASEBALL AND PUBLIC HISTORY." Master's thesis, Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/562536.
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HistoryM.A.
This study explores what happens when baseball and public history collide at physical sites. It specifically examines corporate and vernacular exhibits and tours at six Major League ballparks and exhibits at the National Baseball Hall of Fame & Museum. I study these primary sources within the broader context of baseball history, nostalgia marketing, heritage tourism, and the relationship between public historians and corporations. My analysis adds to the sparse critical literature on sports public history.
Temple University--Theses
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Belaňová, Petra. "Uplatnění interaktivních technik v muzejnictví." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75733.
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The MA Thesis makes a brief survey about one of interesting trends in museology - the interactivity. First part of the Thesis is devoted to the definition of interactivity in the relation with museums. Interactivity is understanded as a possibility for the visitors to be active and creative at the museum, to use more senses than only their eyes, the possibility to touch the exhibited objects. From all types of museums two are considered to be completely interactive or hands-on - Science Centers and Children's museums. The next part of the thesis is dedicated to the fundamental aspects of Arts Marketing and interactivity is assigned to the Product of museums as one of its aspects. An analyzis of some foreign and Czech interactive museums is also an important part of the Thesis.
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Orea, Giner Alicia. "Sustainability, economic value and sociocultural impacts of museums : analysis of the Thyssen-Bornemisza National Museum (Madrid)." Thesis, Paris 1, 2020. http://www.theses.fr/2020PA01H008.
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Les musées appliquent des critères durables afin d'évaluer les performances et d'améliorer les résultats. L'identification des caractéristiques des musées est essentielle pour analyser les différents facteurs qui attirent les visiteurs et étudier leur situation afin d'améliorer l'efficacité des musées, tout comme l'utilisation de fonds pour développer une campagne de marketing afin d'attirer les visiteurs. L'évaluation des attributs permet de comprendre la qualité perçue et la valeur subjective de l'expérience du visiteur dans un musée. De cette manière, il est essentiel de prendre également en compte le comportement et la satisfaction des visiteurs afin de pouvoir encourager l'innovation et la durabilité dans les musées. L'utilisation de grandes données appliquées à la recherche sur le tourisme est vitale en raison de la prise en compte de l'opinion des visiteurs des musées. L'opinion et la perception des touristes est un facteur crucial dérivé du bouche-àoreille électronique (eWOM). L'analyse du contenu facilite la détection des attributs perçus par les touristes afin d'améliorer leur expérience. Ces attributs détectés au préalable sont évalués lors d'une table ronde avec des experts et des acteurs clés. L'utilisation des outils de l'Industry 4.0 facilite la compréhension des performances des musées et l'analyse d'informations cruciales. Cette thèse de doctorat vise à déterminer un modèle méthodologique qui permet d'analyser la valeur économique et socioculturelle des musées. Les méthodes proposées sont la méthode des expériences de choix, la volonté de payer et les indicateurs subjectifs de qualité. Elle permet d'évaluer le fonctionnement des musées. Par conséquent, le modèle méthodologique proposé adopte une approche mixte en considérant les deux méthodes. L'application de la méthode proposée permet de connaître précisément l'impact des initiatives et des propositions développées par les musées. Ces méthodes peuvent être extrapolées et utilisées par la communauté scientifique pour effectuer des recherches sur le fonctionnement des musées et le processus de prise de décision. Le cas d'étude est celui du musée Thyssen-Bornemisza (Madrid, Espagne). Les résultats obtenus sont essentiels pour créer des stratégies de co-création. Ils fournissent des informations précieuses pour mener à bien des processus d'innovation tels que la cocréation afin d'améliorer les processus décisionnels du point de vue de la gestion des musées. Ces résultats montrent qu'il existe des différences substantielles entre la perception et l'appréciation des attributs par la communauté locale et les touristes. Les résultats fournissent des informations précieuses qui peuvent être appliquées dans la pratique pour concevoir des stratégies de durabilité économique et socioculturelle visant à améliorer la prise de décision en matière de gestion des muséesMuseums need to apply sustainable criteria in order to evaluate performance and improve results. The identification of museum attributes is essential to analyse the different factors that attract visitors and study its situation to improve efficiency in museums, as could be the use of funds for developing a marketing campaign in order to attract visitors. Attribute evaluation provides an understanding of the perceived quality and subjective value of the museum visitor experience. To this respect, it is essential to consider also visiter behaviour and satisfaction in order to be able to encourage innovation and sustainability in museums. The use of big data applied to tourism research is vital due to the consideration of the opinion of museum visitors. The opinion and perception of tourists is a crucial factor derived from Electronic Word-of-Mouth (eWOM). Content analysis facilitates detecting attributes perceived by tourists in order to improve their experience. These attributes detected previously are evaluated in a round-table discussion with experts and key stakeholders. The use of Industry 4.0 tools facilitates the understanding of museum performance and the analysis of crucial information. This doctoral dissertation aims to determine a methodological model that allows the analysis of the economic and socio-cultural value of museums. The methods proposed are Choice Experiments method, Willingness to Pay and Subjective Quality Indicators. It allows us to evaluate the functioning of museums. Therefore, the proposed methodological model takes a mix-method approach by considering both. The application of the proposed method makes it possible to know precisely the impact of the initiatives and proposals developed by museums. These methods can be extrapolated and used by the scientific community to do research in the performance of museums and the process of decision-making. The case of study is Thyssen-Bornemisza Museum (Madrid, Spain). The results obtained are key to create co-creation strategies. The results obtained offer precious information to carry out innovation processes such as co-creation in order to improve the decision-making processes from museum management perspective. These results show that there are substantial differences between the perception and appreciation of the attributes by the local community and the tourists. The results provide valuable information that can be applied in practice to devise strategies for economic and socio-cultural sustainability aimed to improve decision-making in museum management
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Hankes, Bethany. "Loud and Clear| A Study of the Challenges and Successes in Marketing University Art Museums and their Programming to University Students." Thesis, Harvard University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=1600318.
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After years of courting public audiences, academic art museums have shifted their focus back to their campus constituents. These changes have meant putting a premium on attracting and engaging university students. Museums have been successful in doing so through classes. Yet, what about students as active constituents outside of class? Students' limited free time is one hurdle in engaging students outside of class, but students must know about their campus art museum and its programs before they can decide whether to attend or not. Therefore a study of the challenges, and successes, in marketing these museums and their programming to students was undertaken. Specifically, 29 campus art museums in the United States were surveyed on their relationship with students, current marketing strategies, what types of media are used, and how these forms of media are evaluated. Survey results revealed challenges of limited staff time and the lack of an analytical framework for some marketing materials. Successes in marketing to students were limited, but positive comments and feedback from respondents exhibit several best practices for marketing to students. These include enlisting the help of trusted resources around campus, creating positive word of mouth among the student body, and engaging students in both the creation and marketing of programs. Additionally, best practices from civic museums, and reports on marketing to student-aged individuals, were drawn on in order to offer prescriptive advice.
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Law, Stella Wai-Art. "A Branding Context: The Guggenheim & The Louvre." Columbus, Ohio : Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1212793011.
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Brickler, Abigail. "Social Engagements: Facebook, Twitter, and Arts Marketing." University of Akron / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=akron1555949375427389.
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Hamed, Muneer. "The development of a framework for design of web presence and associated online marketing strategy for museums in Saudi Arabia." Thesis, De Montfort University, 2016. http://hdl.handle.net/2086/13240.
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This research explores the development of a theoretical framework for the design of the web presence and how it can be usefully and practically employed with a view to increasing the number of visitors to cultural organisations such as museums in the Kingdom of Saudi Arabia. The paper adopts a qualitative and quantitative research method approach, including a critical review of relevant literature on web presence (website and social media design) and digital marketing to determine how these online technologies can provide an innovative means of promoting museums online in Saudi Arabia. At present, museums in Saudi Arabia use mainly traditional methods such as printed advertisement, for promotion which have a number of problems and limitations as the new challenge is not only how to reach your audience but also how to engage with them. However, with the adoption of internet technology, Saudi Arabia is quickly entering an information-based age and there is also the need for a shift in paradigm to correct misguided notions that museums are just for children or places for keeping worn-out artefacts. This research describes the development of a new web-presence framework and argues it can provide a number of benefits, namely: wider dissemination of information about museums to visitors; online promotion of museums for the benefit of a wider international audience; promotion of Saudi’s heritage, faith and culture online through social media; improved visitor satisfaction; effective management of visitors by museum workers; and effective payment online before actual visits to museums. The research concludes with a number of recommendations for policy-makers in Saudi Arabia to take full advantage of the internet and social media to effectively promote cultural organisations through their web presence using the framework in order to engage with visitors for greater competitiveness on a global market.
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Barosso, Elisa Maria. "From “no go” to “Yo Co”: Smithsonian adminstrators' perceptions of Public Affairs strategies to create relationships to attract, educate, & retain Young Cosmopolitans." Scholarly Commons, 2009. https://scholarlycommons.pacific.edu/uop_etds/2487.
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The purpose of this study was to analyze if, and if so, how, Smithsonian art museum administrators perceive their current Public Affairs strategies to create relationships that attract, educate, and retain Young Cosmopolitans (YoCos). Using a qualitative approach, this study reported the findings from interviews with Public Affairs practitioners, museum educators, and museum webmasters at five Smithsonian art museums, galleries and affiliates. YoCos were defined as well-educated young adults who are pan-cultural. The study found six cross-case themes. Participants in the study generally agreed about defining YoCo characteristics and reported varying degrees of interest in attracting YoCos. Some of the museums in the study used a variety of social and educational activities to convey their interest in YoCos, including late evening events and programming. While most of these organizations expressed the belief that today's YoCo was a potential donor of tomorrow, museums will also have to adapt their Social Networking/Web 2.0 tools in order to attract more YoCos to the museum setting. Currently, museums have made little effort to adapt their publicity or educational activities to the preferences of YoCos. Using frameworks from The Model of Contextual Learning (Falk and Dierking) and Relational Dialectics (Baxter and Montgomery), the study found that even when museums place a high priority on establishing relationships with YoCos, those relationships will not be static. Museums will need to continually re-define Public Affairs strategies including buzz and viral marketing, Social Networking/Web 2.0 tools, Bluetooth text messaging and more traditional forms of advertising for YoCos, to retain this demographic long enough to share educative experiences. The study concludes with recommendations for museums to build stronger and more communicative relationships with YoCos.
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Defossez, Ramalho Lizá Marie. "La imagen visual de las instituciones de arte moderno y contemporáneo." Doctoral thesis, Universitat de Barcelona, 2021. http://hdl.handle.net/10803/671400.
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La investigación realizada analiza las diferentes aproximaciones a la imagen de identidad visual en los museos y centros de arte europeos en el período que va desde la última década del siglo XX hasta la actualidad. La necesidad y el deseo de democratizar el museo (apelando a un público no especializado), el argumento de la competencia, pero sobre todo la presión económica, abrió el camino para la entrada del marketing en los museos y centros de arte moderno y/o contemporáneo. En este contexto, la orientación basada en un enfoque mercantilizado lleva a instituciones y diseñadores a incorporar nuevas posiciones que tienen implicaciones en términos de problemas, de los procesos, de las limitaciones y de los resultados en el campo del design de identidad visual.
Este nuevo paradigma se traducirá en la importación del modelo de identidad gráfica de las empresas, provocando problemas de falta de correspondencia entre los museos y centros de arte y su identidad visual. La importación de un modelo desarrollado para dar respuestas al territorio empresarial y caracterizado por la centralidad del logo y la normatividad de la imagen es contraria a la idea de pluralidad y apertura de valores que los museos y centros de arte buscan promover. Así, se cuestiona la transposición de argumentos, sensibilidades, estéticas y estrategias de comunicación para la venta de bienes o servicios a museos y centros de arte porque da lugar a propuestas mecánicas, predecibles y homogéneas, que no reflejan ni la experiencia de la visita ni la performance de un servicio público. En este contexto, uno de los temas centrales de esta investigación radica en la correspondencia entre la naturaleza del museo o centro de arte y su representación gráfica a través de diferentes modelos de diseño de imagen identitaria.
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Chmielewski, Matthew D. "Successful Corporate Art Collections: Two Case Studies." University of Akron / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=akron1270923865.
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Matheson, Fiona Combe. "Museum policy and marketing strategies." Thesis, Northumbria University, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.333143.
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Semedo, Joana Filipa Duarte. "O logótipo como elemento de comunicação:estudo de caso dos Museus em Portugal." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2013. http://hdl.handle.net/10400.5/12668.
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Dissertação de Mestrado Em Comunicação Social – vertente de Comunicação EstratégicaOs logótipos representam uma dada marca ou instituição através de uma composição gráfica que permite a quem os observa a sua identificação. No contexto dos museus, a criação de uma marca que seja capaz de refletir a sua missão, através de um símbolo que seja representativo da mesma e, ao mesmo tempo, memorizável e estéticamente apelativo, traduz-se numa forma eficaz de o destacar dos demais e, ao mesmo tempo, posicioná-lo no mercado cada vez mais abrangente da cultura e do lazer. Os logótipos assumem assim um potencial comunicativo que resulta do design dos seus elementos, em termos do tipo de letra e cores em que está desenhado, e da introdução ou não de um símbolo. Através da análise semiótica é possível fazer a desconstrução destes logótipos como forma de perceber qual o significado da utilização destes elementos. Nos museus em estudo, verifica-se uma coerência entre a análise semiótica e o parecer dos públicos, isto é, aquilo que se conclui pela desconstrução dos logótipos, em termos da sua função semiótica, é também semelhante à imagem que os participantes do focus group revela ter das instituições que representam. Ainda assim, o que se demonstra com este estudo é que a criação de logótipos que sejam estéticamente pouco apelativos, confusos ou até mesmo datados resulta na sua fraca representatividade dificultando também o envolvimento com aquela imagem que, genericamente, representa o museu.
Logos represent a given brand or institution through a graphical composition that allows its identification. In the museum context, creating a brand that is able to reflect its mission through a symbol that is representative of the same, and at the same time, memorable and aesthetically appealing, translates into an effective way to stand out from the rest and at the same time, position it in the culture and leisure market. Therefore, logos have a communicative potential that results from the design of its elements, based on their fonts, colors and symbols. Through semiotic analysis it is possible to deconstruct these logos as a way to understand the meaning of the use of these elements. In the museums in this study, there is a consistency between the semiotic analysis and the opinion of the public, ie, what is concluded by the deconstruction of logos, in terms of its semiotic function, is also similar to the image that the participants of the focus group reveal about the institutions they represent. Still, what this study shows is that the creation of logos that are aesthetically less appealing confused or even dated results in its poor representation which also hinders the engagement with that image that generally represents the museum.
N/A
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Martínez-Vilanova, Martínez Rafael. "El marketing en los museos españoles." Doctoral thesis, Universitat de València, 2011. http://hdl.handle.net/10803/81398.
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En este trabajo de investigación hemos estudiado cómo aplican los museos españoles la disciplina del marketing para acabar recomendando una metodología para que éstos puedan diseñar su propio plan de marketing.
El estudio comienza apoyándose en todo aquello que se ha publicado respecto el marketing en los museos, ciñéndose al ámbito geográfico de España, pero aportando también alguna bibliografía básica, de especial interés escrita fuera de las fronteras hispanas.
El siguiente paso consiste en un recorrido sobre la historia de las instituciones museísticas que sirva de base para comprender la situación actual de los museos en España y su relación con el marketing, cuándo, cómo y porqué aplican esta ciencia los museos.
El trabajo continúa con una exposición de las diferentes herramientas de marketing, tanto estratégico como operativo, particularizadas para el caso de los museos, que permita al museólogo, normalmente poco versado en esta materia, comprender y asimilar todos los conceptos de la obra.
El trabajo de campo analiza dos aspectos. El primero consiste en averiguar cuáles son los requerimientos de los visitantes a los museos. Es decir, qué parámetros deben cumplirse para que éstos encuentren satisfactoria su visita al museo y cuál es la importancia relativa de los mismos. Se propone una metodología específica y se analizan los resultados obtenidos en los museos muestra, representativos del panorama museístico español, llegando a obtener hallazgos que resultan novedosos para la mayoría de los museólogos.
El segundo aspecto analizado en el trabajo de campo consiste en la elaboración de una encuesta dirigida a los directivos de nuestros museos muestra, que da como resultado una visión de cómo aplican el marketing dichas instituciones. Como consecuencia de este estudio se descubren una serie de carencias y aspectos a mejorar.
El trabajo culmina con la realización de una guía para que los museos puedan realizar sus propios planes de marketing. Para ello, se utiliza como muestra un museo real.In this research work we have studied how Spanish museums apply the marketing discipline to finish recommending a methodology to enable them to design their own marketing plan. The study begins by supporting all that has been published on marketing in museums, sticking to the geographical area of Spain, but also providing a basic bibliography of special interest outside the Spanish borders. The next step is covering the history of museum institutions as a basis for understanding the current situation of this in Spain and its relationship with marketing, when, how and why they apply this science to their museums. The work continues with a discussion of various marketing appliances both strategically and operationally, particularized for the case of museums, allowing the professional people of the museums, usually with very little experience in this area, understand and assimilate all the concepts of the work. The work in this field discusses two aspects. The first is to find out what are the needs of visitors to museums. That is, what parameters must be met so that they are satisfying their visit to the museum and what is their relative importance. Specific methodology is proposed and it has done a deep analysis of the results got in the sample museums, representative of the Spanish museum scene, obtaining findings that are new to most museum curators. The second aspect analyzed in this field is the development of a survey of managers of our sample museums, that gives an overall look on how marketing is applied to said institutions. As a result of this study it reveals a number of deficiencies and areas for improvement. The work concludes in the production of a guide for museums to make their own marketing plans. This work has been made in a real museum.
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Johnová, Miroslava. "Marketing Zámku Vrchotovy Janovice." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71883.
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The theme of this master's thesis is "Marketing of the Vrchotovy Janovice Chateau". The Vrchotovy Janovice Chateau is one of the exhibitions of the National Museum outside Prague. The introductory part analyses the history of the castle from the point of view of its potential for marketing strategies. Another part deals with number of visitors of the castle as an important measure of successful marketing. Furthermore the thesis concentrates on application of the marketing tools and it analyses marketing of the castle by using SWOT analysis. The inseparable part of the thesis is a survey of the "chain guidance" and of the public awareness of the existence of the castle. The aim of the master's thesis is to evaluate the marketing potential of the Vrchotovy Janovice Chateau and its park, consider its current marketing tools and suggest improvement solutions for the future. Key words: Vrchotovy Janovice Chateau, Vrchotovy Janovice park, National Museum, Arts marketing, Chain guidance
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Leonel, Dayana Elizabeth de Matos. "Plano de comunicação integrada de marketing: Casa Museu Egas Moniz." Master's thesis, Universidade de Aveiro, 2017. http://hdl.handle.net/10773/21974.
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Mestrado em MarketingO presente relatório de estágio tem como alvo de estudo a Casa Museu Egas Moniz, que outrora pertenceu a Egas Moniz, único português que conquistou um Prémio Nobel da Medicina. O principal objetivo do estudo é a realização de um Plano de Comunicação Integrada de Marketing, com o intuito de aumentar a notoriedade e o número de visitantes, que tem vindo a decrescer nos últimos três anos, da Casa Museu. O plano delineia estratégias em diversas áreas: comunicação interna, comunicação online, eventos, comunicação com os órgãos de comunicação social, publicidade, responsabilidade social e database marketing. Devido à duração do estágio curricular, que decorreu no gabinete de comunicação da Câmara Municipal de Estarreja, não existiu a oportunidade temporal de implementar nem avaliar o plano realizado, no entanto as sugestões serão entregues aos responsáveis com vista à sua aplicação. A estrutura do relatório é composta pela revisão de literatura, relacionada com a comunicação integrada de marketing, é também apresentada uma análise da organização de acolhimento, e um estudo e elaboração dos planos táticos. Por fim são referidas as limitações, a apreciação das atividades desenvolvidas durante o estágio e as conclusões. Com a elaboração do relatório foi possível constatar que é necessária uma intervenção na comunicação da Casa Museu para diferentes públicos-alvo, através de diversas ferramentas que estão à disposição, para atingir o objetivo de aumentar a notoriedade desta estrutura que é de inegável valor patrimonial.
This internship report is aimed at studying the Egas Moniz House Museum, which once belonged to Egas Moniz, the only Portuguese who won a Nobel Prize in Medicine. The main objective of the study is the realization of an Integrated Marketing Communications Plan, with the aim of increasing the visibility and the number of visitors, that has been decreasing in the last three years, of the House Museum. The plan outlines strategies in several areas: internal communication, online communication, events, communication with the media, advertising, social responsibility and database marketing. Due to the duration of the curricular internship, which took place in the communication department of the Estarreja City Hall, there was no time opportunity to implement or evaluate the plan, however, the suggestions will be handed over to those responsible for its implementation. The structure of the report is composed by the literature review, related to the integrated marketing communications, is also presented an analysis of the host organization and elaboration of the tactical plans. Finally, the limitations, appreciation of the developed activities during the internship and the conclusions. With the preparation of the report it was possible to verify that it is necessary to intervene in the communication of the House Museum to different target audiences, through various tools that are available, to achieve the objective of increasing the notoriety of this structure that is of undeniable equity value.
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Havlíková, Ivana. "Role distribuce v marketingu muzeí." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15393.
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Marketing has been part of everyday work in cultural institutions including museums since the end of the last century. Diploma paper is focused on the distribution (in the sense of marketing tool "Place") of museum services to the audience. The basics of museum marketing are outlined in the first theoretical part of the diploma paper. The second part is devoted to the role of distribution in museum marketing and to the analysis of new trends. This part is accompanied with the examples of best practices of everyday work of Czech and foreign museums. In the third part, the attention is focused on distribution of National Museum. First it describes its main insufficiency, afterwards it proposes the basic frame of distribution strategy for National Museum for the near future, when its main building will be closed down for reconstruction.
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Becker, Ivani de Arruda. "Captação de recursos: planejamento, prática e resultados: um estudo em museus do Brasil." reponame:Repositório Institucional do FGV, 2003. http://hdl.handle.net/10438/2462.
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Previous issue date: 2003-12-18T00:00:00ZChanges that have taken place in the cultural policies of several countries have brought to the fore cultural discussions on the need to develop novel sources of resources and to establish new stances and strategies enabling the creation of partnerships between profit and non-profit entities. In Brazil, government initiatives, such as the launching of the foundation for a new policy on museums, are being accompanied by events such as the imminent suspension of Vitae’s activities, which suggests that this is the appropriate moment to debate broader changes, meaning museums should begin to adapt to the new reality that is emerging.
A partir de um aprofundamento teórico nos temas política cultural, captação de recursos, museologia, marketing de museus e patrocínio cultural, é feito um levantamento em museus do Brasil com o intuito de conhecer as práticas de captação de recursos adotadas pelas instituições, compreender aspectos da postura dos captadores com relação à captação de recursos em empresas, e verificar os resultados obtidos a partir dos diferentes esforços de captação em empresas.
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Maeder, Brenda. "Besucherattraktivität für Nischenmuseen." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/04604229001/$FILE/04604229001.pdf.
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Novotná, Lucie. "Národní muzeum, jeho marketing a projekt pro zatraktivnění stálé expozice." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9134.
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The thesis cocnsists of three parts. First, concern on musuems and marketing generally, point out the importance of the audience survey. Second part is a essence of this thesis. Gives information about National museum and its marketing. Part is the survey of National museum audience. The last part brings a suggestion of project based on results of surveys. This project is meant to make the exhobition of National museum more attractive for visitors.
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WU, XUAN. "IMPORTANCE-PERFORMANCE ANALYSIS FOR NICHE MARKETING: THE CASE OF A MUSEUM EXHIBITION." Kent State University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=kent1384148679.
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Abreu, Roberto da Silva. "Eu não sabia que podia entrar': com a palavra o visitante do Museu Casa de Rui Barbosa." reponame:Repositório Institucional do FGV, 2009. http://hdl.handle.net/10438/4155.
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Uma das características principais de um museu casa histórica é a manutenção dos ambientes respeitando a organização de seus interiores como à época do patrono ou em determinado período histórico. Pretende-se neste trabalho analisar, à luz de uma pesquisa de públicos realizada pelo Observatório de Museus e Centro Culturais em 2005, as possibilidades do Museu Casa de Rui Barbosa - uma instituição com estas características - aumentar o seu fluxo de visitação por intermédio da captação de novos públicos e da fidelização do seu público real e, encontradas as fragilidades, apontar sugestões para uma melhor performance da instituição junto aos diversos segmentos de público.
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Mendonça, Yole Maria de. "A contribuição das grandes exposições para o desenvolvimento de público de centros culturais: o caso do CCBB." reponame:Repositório Institucional do FGV, 2017. http://hdl.handle.net/10438/18253.
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This essay analyses the contribution of the great art exhibitions for the development of the public of cultural centers, through a case study of the Banco do Brasil Cultural Center of Rio de Janeiro. Based on questionnaires applied to visitors of two major exhibitions held at that center in 2015 and 2016, this research was conducted to determine the effectiveness of these events in the expansion, diversification and loyalty of this public. In a more specific way, the study investigates to what extent large exposures are able to attract people from C,D/E social classes, and what are the most appropriate strategies to make it a regular goer. For this purpose, in-depth interviews were conducted with a small contingent of new visitors from the two representative representatives of this social segment. The analysis of the results allows us to afirm that the strategy of large expositions allowed the CCBB to expand is public in numerical and social terms, presenting a profile closer to the distribution of brazilian society in relation to the average of cultural spaces. However, in relation to the D/E classes this representation is still below the social reality of the country. While taking into account that the extension of this representation interacts with dimensions that go beyond the work developed by a cultural center, this study proposes ways to increase the participation of this social segment in the CCBB public.
Este trabalho analisa a contribuição das grandes exposições de arte para o desenvolvimento do público de centros culturais, por meio do estudo de caso do Centro Cultural Banco do Brasil do Rio de Janeiro. A partir de questionários aplicados aos visitantes de duas grandes exposições realizadas naquele centro em 2015 e 2016, foi realizada pesquisa para apurar a eficácia desses eventos na ampliação, diversificação e fidelização desse público. Num aspecto mais específico, o estudo investiga em que medida as grandes exposições estão sendo capazes de atrair o público das classes C,D/E e quais seriam as estratégias mais adequadas para transformá-lo num frequentador habitual. Para tanto, foram realizadas entrevistas em profundidade com um pequeno contingente de novos visitantes das duas mostras representantes desse segmento social. A análise dos resultados nos permite afirmar que a estratégia de realização de grandes exposições possibilitou ao CCBB ampliar seu público em termos numéricos e também sociais, apresentando um perfil mais próximo da distribuição da sociedade brasileira em relação à média dos espaços culturais. No entanto, em relação às classes D/E essa representação ainda está aquém da realidade social do país. Sem deixar de levar em conta que a ampliação dessa representatividade interage com dimensões que vão além do trabalho desenvolvido por um centro cultural, este estudo propõe em seu final alguns caminhos para o crescimento da participação desse segmento social no público do CCBB.
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Chang, Chia-wen, and 張家文. "Experiential Marketing of Museums-National Palace Museum." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/35417189635455893591.
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碩士國立嘉義大學
管理研究所
95
Based on a literature review of experiential marketing and museum marketing, this research intended to develop a tentative framework of museum experiential marketing. Through Experience Sampling Method, which had never been used in previous museum research, this study empirically examined the variation and changes of consumers’ feelings and experiential values during a museum tour. The results showed that consumers’ experiential values at different times had significant differences. In addition, the findings also showed that individual’s motivation had a positive impact on his/her felt experiential values, satisfaction and behavioral intents. The findings of this research provided some useful insights for future museum marketing strategy.
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Kang, Minsung Chloe. "New opportunities : marketing potentials of art museum's rental galleries /." 2007. http://library2.jfku.edu/Museum_Studies/New_Opportunities.pdf.
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p'ing, huang hsiu, and 黃秀瓶. "The Marketing Strategies of Local Cultural Museums －A Case Study of Nantou Bamboo Cultural Museum." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/28499223502787710794.
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碩士亞洲大學
國際企業學系碩士班
95
Local cultural museums, which have risen in a large scale, now have occupied almost 98% of the amount of Taiwan museums. The multiple orientation in visitors’ need has exposed the necessity of creative service beyond the traditional functions in a museum. Moreover, in order to reflect the rapid changes in cultural domain, modern museums, including the local cultural museums, have to apply important concepts in business administration, i.e. cost efficiency, marketing and management onto museum practice. One of the reasons that dragged down the ideals of local cultural museums in Taiwan is the excessive-diversity of staff’s daily work, and the rest could be limits of budgets and human resources. Local cultural museum workers have become demoralized by this puzzled-style of working. This thesis intend to utilize the strategic programming method applied in business and academic circle to analyze the marketing strategy in Taiwanese local cultural museums. I will take the case of Nantou Bamboo Cultural Museum to demonstrate the analytic process. As a result, in this thesis, the author has offered suggestions for the Nantou Cultural Museum by the strategic programming method based on her interview records with Nantou Bamboo Cultural Museum’s staff and volunteers. The strategic programming for the Nantou Bamboo Cultural Museum is as follows: firstly is responded the need of tourism and promoted creative industry. All these tasks could be implemented under the goals of “Cultural Tourism” or “Cultural Industry.” Secondly is making digital conservation of prime monuments in Nantou town in order to actualize the goal of “Cultural Relics Conservation” and demonstrated the cultural accomplishments in Taiwan. At last is to accumulate the community consensus and cultural relics, and make Nantou town an active Eco-museum.
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Chang, Hsiu-Chuan, and 張秀娟. "A study on marketing mix strategies for national museums." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/86304551000300530455.
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碩士國立高雄師範大學
成人教育研究所在職專班
92
The main purpose of this study is to use traditional marketing mix strategies-4Ps combined with the service marketing strategies and the concept of human resources as the basic structure to construct the suitable marketing mix strategies for national museums, as the significance of all dimensions and indicators will be presented respectively. By reviewing the related literature and interviewing with the staff in charge of museum marketing, 7 minor strategies, 19 dimensions and 76 indicators are postulated. Total of experts are chosen to develop the suitable strategy and judge the significance as sequenced. After three turns of responses, the proper degree of the marketing mix strategies will come out. The conclusion manifests as below: 1、The main core of marketing mix strategies for national museums includes 7 minor strategies, 19 dimensions and 80 indicators. 2、“Product” is the key point to successful museum marketing, with the exhibition(collection) and education activities showing the highest degree of significance. 3、Museum marketing should focus on ”promotion” tools and techniques, with media promotion showing the highest degree of significance. 4、“Process” directly influences the museum marketing, with process management showing the highest degree of significance. 5、“Physical evidence” is highly related to the effect of museum marketing, with surroundings and service facilities showing high degree of significance. 6、“Human resources” reinforces museum marketing, with staff management and manpower development showing high degree of significance. 7、“Place” expresses less influence in museum marketing. 8、“Price” plays a subordinate role in museum marketing. The followings are suggested for priority: 1、Utilization of marketing mix strategies to advance museum operation with effect 2. Stress on renewing and upgrading the permanent exhibition gradually 3、Reinforcing the training in guide and live interpretation 4、Better use of Event promotion 5、Building a supervision system for all facilities 6、Providing educational training to cultivate the skills and knowledge for staff The followings are suggested for future: 1、Establishing a visitors-centered exhibition design mechanism. 2、Developing comprehensive educational activities on visitors needs 3、Reinforcing information delivery on the internet and focusing on e-marketing 4、Expanding effective and motivated communions with mass media 5、Promoting public relation aiming on community and alliance with other units 6、Keeping a monitoring system to inspect and improve service quality 7、Maintaining a high quality visiting surrounding for providing enough relaxation area and other related items 8、Strengthening staff management and arousing motivation amongst all staff 9、Proceeding external manpower recruitment efficiently
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Pan, Mei-Chun, and 潘美君. "Studies on the Integrated Marketing Communication in Museums─Based on Two Cases from Two Museums in Taiwan." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/74072879493606134445.
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"A Comparative Analysis of Museums in Paris, Barcelona, and Phoenix." Master's thesis, 2016. http://hdl.handle.net/2286/R.I.38813.
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abstract: The research titled “A Comparative Analysis of Museums in Paris, Barcelona,
and Phoenix” critically reviews six museums in three culturally diverse countries. This research looks at features within marketing, space, and branding which may or may not differ depending on socio-cultural factors, histories, traditions, etc. in Spain, France, and the United States. A conclusion is formed around the identity of each museum through the variables of marketing, space, and branding.Dissertation/Thesis
Masters Thesis Design 2016
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Yeh, Wu-Tung, and 葉武東. "Research on the Marketing Strategies of Nonprofit Organization—Museums in Taiwan." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/85997021220747673175.
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碩士國立成功大學
高階管理碩士在職專班
92
The development of nonprofit organizations worldwide has topped the stage of extreme prosperity. Likewise, nonprofit organizations in Taiwan have grown up one after another. With the change of policy and economic environment, however, many nonprofit organizations in Taiwan are facing their crisis. The severe competition strengthens the multiple marketing strategies of a lot of nonprofit organizations. Nevertheless, due to the various characteristics of each organization, the performance is very different. The aim of the research is to target upon how marketing motivation of public and private museums in Taiwan affects on their marketing multiple strategies. The research further explores how different marketing multiple strategies affects the business performance of these museums. Through analysis of real cases, the research highlights the marketing motivation, marketing multiple strategies, and business performance of each museum, and further proposes a theoretical structure of marketing related to museums. The proposal then is examined and supported mostly by the real cases. The reference of this research is upon the lists of public and private museums. The target survey is from the business directors of each systematical sample units. The analysis of these actual cases reveals that the marketing motivation of most museums is to enhance the opportunities of promotion and communication. Their marketing multiple strategies aims on the service for the customers. The museums with decent reputation obtain better business performance. In addition, the marketing activities with professionals would apparently promote the performance of these museums. The upgrading of the reputation is the crucial improvement for those museums with financial crisis. For long term operation, the museums have to work on the activities and exhibitions and the consistent promotion of their reputation. The result of the study reveals that the museums with more employees pay more attention and are more capable of using multiple marketing strategies. Besides, it is suggested that further research could analyze the behavior of the customers of the museums from the angles of customers. The further research could also involve in related marketing elements. At the moment, few scholars propose measurable standard for nonprofit organizations. The insufficiency of this field is in need of further and extra effort.
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Liu, Bey-Ling, and 劉倍玲. "Marketing Environment Analysis of Local Cultural Industry for Local Museums--- A Case Study of Miaoli Wood Sculpture Museum." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/28707553885507893485.
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碩士國立暨南國際大學
成人與繼續教育研究所
94
Along with the social ideological trend changing, the cultural policy implementing and the relationship between the museum and the people reinspecting , the traditional museums break through the stereotypical impression. The traditional museum also becomes a interaction place that connects to people's daily life. Especially, those museums with local culture are formed rapidly, because the impact of the new conception and policy is developing among those local museums. In America, the museums have been using marketing strategy widely for more than twenty years. In Taiwan, the museums start to notice this new concept, however, considering the commercialization image of “marketing, ” they don’t adopt it right away. In fact, they only consider marketing as a tool of increasing income, but they neglect the development of culture sharing. This research expects to go through the combination between local museum and local cultural industry. Under the conception of local museum existence, this research discusses the marketing plan of the local museum. According to the results of the relevant documents, making non-structural interview outlines, and studying the case of Miaoli Wood Sculpture Museum, this paper analyzes the content of marketing and points out the facing problems during the process of marketing. Finally, this paper generalizes the conclusions and suggestions which provide the reference to Miaoli Wood Sculpture Museum and other relevant museums. According to the results of the research, the conclusions are generalized as followings： 1、The factors persuade the marketing of Miaoli Wood Sculpture Museum （1）The marketing factors of Miaoli Wood Sculpture Museum base on the achievement of tasks and the demand of the local activities. （2）The destroyed industry relationship with the function of education may make it revive again. 2、How to connect the culture marketing of Miaoli Wood Sculpture Museum to the local cultural industry （1）Miaoli Wood Sculpture Museum and “Sculpture Village” construct the community of wood culture together. （2）The situation of the museum combining the tradition and modernity provides people to know the variety of wood carving culture. （3）Sculpturers volunteer to hold the activities of live wood sculpture, and the museum also schedules the activities for local organizations. （4）The wood sculpture competition provides sculpturers a “stage”, and the awarded creation would be collected and displayed by the museum. （5）Focusing on the different dimensions between Miaoli Wood Sculpture Museum and local industry, and for the common goal of local development, the wood carving industry and culture keep operating with the different forms. 3、The marketing plan of Miaoli Wood Sculpture Museum （1）The strength of Miaoli Wood Sculpture Museum is having the variety of exhibitions. However, the weakness of Miaoli Wood Sculpture Museum is having not enough professional workers. （2）Among the varying marketing strategy, which the Miaoli Wood Sculpture Museum uses, the most efficient way is combining with the local activities. 4、The problems of Miaoli Wood Sculpture Museum during the marketing procession （1）The museum may not support local industry completely as what it is expected. （2）Because of the misunderstanding of the meaning of the marketing, the Miaoli Wood Sculpture Museum is limited on the role of marketing. （3）The culture marketing is not a title for beautifying activities, but delivering the meaning of the culture. （4）About the evaluation of the museum marketing quality, it is very difficult to evaluate the content of the culture. According to the document and results of this research, the researcher proposes the following several suggestions: 1、The suggestions for Miaoli Wood Sculpture Museum and other local museums. （1）The museum is the gathering place for the local community, which makes the long term cooperation programs with the museum. （2）For the problem of the shortage of human resources in the museum, the local community could provide the assistance. （3）The first step of the museum marketing is to make people become interested in the museum. （4）To distinguish the “marketing” and “sale” sets up the ideal of the museum marketing. （5）Combining the strategy of the museum marketing creates the opportunities. （6）Seeking the supports from the enterprises increases the resources for the museum use. （7）Stacking the local industry with the creativity sets up the new image. （8）The cultural product combined with life could develop the marketability of the museum. （9）Setting up an index of the museum marketing assessment presents an equally important content between its “quality” and “quantity”. 2、Suggestions for follow-up research （1）Study relevant research of the local museum. （2）Choose many local museums to carry out reach analysis by using different research approaches. （3）Probe into museum marketing from a consumer viewpoint. （4）Study the relevant research of cultural creativity instead of the local crafts industry.
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Lee, Lei-Hsiang, and 李蕾香. "The Study of Applications of Internet Marketing Communication on World-class Museums ─ A case study of National Palace Museum." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/19338620565928536397.
Full textAbstract:
碩士元智大學
資訊傳播學系
92
Abstract In recent years, many countries have put lots of emphasis on utilizing knowledge to drive the country''s economic development and competitiveness in the international arena. Each country’s developmental policies has also emphasized the promotion of the cultural industry in order to create more value-added products and economic profits. With the rise of internet marketing, corporations have invested the applications of internet marketing into their businesses to create new business opportunities. Therefore, this research was to explore the status and compare the differences in the applications of internet marketing communication among the four major world-class museums, including The British Museum of Britain、The Louvre Museum of Paris、The Metropolitan Museum of Art of New York、The State Hermitage Museum of Russia. The results of this research will be used to discuss suitable internet marketing applications for the National Palace Museum of Taipei. Based on the new 8P theory of internet marketing - products、price、place、 promotion、payment、personalize、precision、push and pull, the four major world-class museums were analyzed. Interviews were conducted with the relevant domestic experts to gain further knowledge to develop and provide an improved scheme for the National Palace Museum. These results can also be applied by our domestic museums and relevant industries. Through researching and interviews of the relevant experts, suggested methods of study for using the applications of internet marketing and communication, concrete proposals can be developed. Several suggestions for the National Palace Museum are included as follows: 1) to increase the interaction and services to audiences by the individualized mechanism applications; 2) to apply and integrate concrete activities and virtual Internet marketing communication; 3) to apply children e-learning website’s content to school’s materials and evaluation mechanism in order to promote more classical arts to elementary school; 4) to integrate e-newsletter with personalized services mechanism; 5) to select specific targets and then serve to those communities.
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Jeng, Yu-Jung, and 鄭愉蓉. "A Study of Communication Design for Local Museums Through Experiential Marketing Viewpoint." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/53539720843081033273.
Full textAbstract:
碩士雲林科技大學
視覺傳達設計系碩士班
98
The orientation and function of a museum change with the times; it gives priority to people’s psychological demand, integrates leisure, recreation, and learning under one same goal, and hopes to bring visitors a visiting experience with deep feeling through good information planning. The research took three local museums: Suho Paper Museum, Banana New Paradise, and Shui-li Snake Kiln Ceramics Park as the research subjects, and the research objective was to understand the experiential types adopted by the case, as well as investigate the satisfaction degree of visiting to be the reference for future local museums. The research was divided into three stages: First of all, screening and selecting the local museum samples; secondly, doing the interview and present condition investigation at three museums in North, Central, and South Taiwan; thirdly, doing the museum visitor satisfaction questionnaire survey. The research findings are as follows: 1. The visitors had the deepest concrete feeling for three major dimensions of exhibition, space and activity. 2. Suho Paper Museum mainly provides creative manual papermaking experience to achieve the function of combining education with recreation; Banana New Paradise drags people’s hearts by scenes with real objects being imitated, and has a good image; Shui-li Snake Kiln exhibits its local features and cultural value with creative ceramic application and cultural space. 3. The local museum visitors’ chief visiting goals were “leisure and recreation” and “to be offered with life experience;” the visitors’ had the highest demand of “spatial environment,” and secondly “collection.” 4. Via the factor analysis, the researcher found that there were principally five factors that affected visitors’ satisfaction to the museum: (1) creative interaction (2) actual feeling on-site (3) learning and education (4) value-added on image (5) intensified impression. 5. The visitors had the best recognition and the highest satisfaction for “through experiencing the activity, the comprehension of the content can be boosted” and “the museum’s spatial planning is helpful for deepening the impression of the museum.” 6. The features that an experiential type local museum must have: (1) a theme that is close to the everyday life of common people (2) comfortable spatial planning (3) learning from creative activity (4) local cultural element extract (5) conception of story.
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Figueirinha, Andreia Leonor Sequeira. "Marketing digital nos museus contemporâneos: os casos de estudo do Museu Nacional de Arte Antiga e o Museu Nacional dos Coches." Master's thesis, 2013. http://hdl.handle.net/10437/5669.
Full textAbstract:
Orientação: Eduardo Manuel Machado de Moraes Sarmento FerreiraNos últimos 20 anos, a Web ajudou a transformar o mundo em que vivemos numa aldeia, encurtando as distâncias, acelerando os processos e facilitando as relações culturais, sociais e económicas. Para responder às pressões da indústria cultural, os museus contemporâneos utilizam cada vez mais as novas tecnologias de informação. A presença dos museus na Internet faz-se principalmente através dos websites. Estes representam uma oportunidade de divulgação e diferenciação, de proximidade com os públicos e um complemento à experiência da visita ao museu. Esta investigação teve como propósito perceber qual a importância do marketing digital para os museus contemporâneos, nomeadamente para o Museu Nacional dos Coches e o Museu Nacional de Arte Antiga. Os resultados da investigação revelam que os websites dos museus referidos devem ser melhorados, de modo a tornarem-se num elemento de divulgação complementar chave no cumprimento da sua missão de serviço público.
Over the past 20 years, the Web helped transform the world we live in a village, shortening distances, accelerating processes and facilitating cultural, social and economic relationships. In order to be able to respond to the pressures of the culture industry, the contemporary museums are increasingly using new information technologies. The museums are present on the Internet mainly through their websites. These represent an opportunity of promotion and differentiation, as well as to increase proximity with the audiences and to supplement the experience of the visit to the museum. The aim of this research is to understand the importance of digital marketing for contemporary museums, in particular for the National Coach Museum and the National Museum of Ancient Art. The research results reveal that the websites of the museums mentioned must be improved in order to become a key element in fulfilling its public service mission.
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Li, Chin-Ming, and 李智敏. "Relationship of Operational Autonomy, Marketing Methods and Operation Benefits for Local Culture Museums." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/95752746197770293410.
Full textAbstract:
碩士大葉大學
休閒事業管理學系碩士在職專班
96
The difficulties of continuous operation for local culture museums were empha-sized by the government administration and the operation units. The lacking of fi-nance funding and professional marketing staffs made the operation with more per-plexities and fell into a difficult position. A small and local culture museum should present the operational autonomy and the core ideal of local culture features, and promotes with many different marketing methods to bring in economic and non-economic benefits. The main purpose of this study focused on the exploration the relationships among the operational autonomy, applied marketing methods and operational bene-fits. A constructed and well-defined questionnaire facilitated the survey to 265 local culture museums that applied the funding from the Council of Cultural Affairs in 2007. There were 133 questionnaires return and valid for statistic analysis including scale reliability analysis, descriptive statistics, independent t-test, One-way ANOVA and Pearson product-moment correlation analysis to describe and test proposed hy-potheses. The main findings of this study were concluded as followings: 1. Most of the local culture museums proposed their applied proposals by them- selves. 2. The more funding supported, the more ability to hold exhibitions or contests. 3. The most frequent marketing methods were promotion, event marketing and collective marketing with other units. 4. The identity of local culture museums by the general public was the major operation benefit. 5. The location and type of local culture museums would cause the methods of marketing applied and the level of operation benefits. 6. There were significantly positive correlative among operational autonomy, marketing methods and operation benefits.
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Hsu, Shih-ting, and 徐詩婷. "A Study on the Possible Strategies of Marketing Local Culture by Public Museums--Using Kaohsiung Museum of History as an example." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/25905480814656578796.
Full textAbstract:
碩士南華大學
美學與藝術管理研究所
96
Kaohsiung Museum of History is a specialized regional museum. It has its specific local qualities, historical background and display characteristics. However,the study aims to understand the strategies the museum used to attract visitors to participate in exhibitions and display activities as well as to stimulate publishing and media marketing for developing the regional culture, etc. The scope of local culture promotion includes community industry and local development. Its purpose is to promote the specific historical culture, including elements such as relics, architectures and tourist spots, by using the regional features of the museum. The marketing mechanism and subject recognition provide the foundation for evaluating the related promotional activities in museum marketing. As a result, the study is focused on understanding the relationship between activities and visitors, and the category of subjects. Efficient promotional activities could thereby be determined. Four museum marketing strategies were discussed and the direction and principle of target marketing was also researched. The marketing mechanisms: strengths, weaknesses, opportunities and threats, were analyzed and the internal marketing, as well as the subjects, were also evaluated. The participation and results were carried out by analyzing the questionnaires. It is hoped that the proposals can be used as reference for obtaining future improvements in regional cultural marketing.
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Bakre, Opeyemi Habeeb. "An exploration of the use of marketing public relations at the Apartheid Museum in Johannesburg, South Africa." Diss., 2018. http://hdl.handle.net/10500/26026.
Full textAbstract:
Text in English with abstracts in English and AfrikaansCultural tourism is one of the growth areas of the tourism industry globally. Cultural tourism refers to visits motivated by cultural offerings. Cultural offerings include museums, castles, cultural landscapes and historical sites. The Apartheid Museum is a non-profit organisation, which relies on generosity of government, private organisations and sales of gate tickets. It thus relies on building and sustaining a long-term mutual relationship with its visitors to earn their loyalty and support. Marketing public relations is a concept, which has been explored in commercial contexts by numerous studies. However, there is still limited literature on the adoption and the use of marketing public relations in the context of a non-profit organisation such as a museum. The aim of this study was to explore the use of marketing public relations at the Apartheid Museum in Johannesburg, South Africa. In order to explore the use of marketing public relations at the museum, a survey involving 384 visitors and in-depth interviews with six marketing staff members were conducted. The data from the questionnaire were analysed using the SPSS software. The data collected from the in-depth interviews were analysed using thematic analysis. The study revealed that the museum does not deploy marketing public relations tools in an integrated manner. Its significance resides in that it provides marketing public relation guidelines to organisations like the Apartheid Museum for purposes of building long term and meaningful relations with their customer stakeholders.
Kulturele toerisme neem wêreldwyd snel toe. Kuturele toerisme verwys na “besoeke gemotiveer deur kulturele aanbiedings”. Dit sluit besoeke aan museums, kastele, kulturele landskappe en historiese terreine in. Die Apartheid-museum is ’n organisasie sonder winsbejag wat op die vrygewendheid van die regering en private instansies asook kaartjieverkope by die toegangshek staatmaak. Dit reken dus op die aanknoop en instandhouding van langtermynverhoudings met sy besoekers om hulle lojaliteit en ondersteuning te verseker. Openbare betrekkinge-bemarking is ’n konsep wat in kommersiële konteks deur verskeie studies ondersoek is. Daar is egter nog min literatuur oor die aanvaarding en gebruikmaking hiervan in die konteks van ’n organisasie sonder winsbejag soos ’n museum beskikbaar. Die doel van hierdie studie was om die gebruike van openbare betrekkinge-bemarking by die Apartheidsmuseum in Johannesburg, Suid-Afrika te ondersoek. Om hierdie doel te bereik is ’n vraelys deur 384 besoekers voltooi en indiepte onderhoude met ses skakelbeamptes op die personeel gevoer. Die data van die vraelys is met behulp van SPSS-sagteware deur die gebruik van tematiese analise geëvalueer. Hierdie studie het getoon dat die museum nie op ’n geïntegreerde manier die bemarkingsgeleenthede vir openbare betrekkinge benut nie. Die belangrikheid van hierdie studie is geleë in die feit dat dit riglyne aan organisasies soos die Apartheidsmuseum voorsien met die doel om langtermyn- en betekenisvolle verhoudings met hulle kliëntedeelhebbers op te bou.
Communication Science
M.A. (Communication)
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Chen, Yan-Sheng, and 陳炎生. "The Effectiveness and Modes of Joint Marketing on Museum Blockbusters between Museums and Mass Media: A Case Study of the Special Exhibition “Van Gogh” at the National Museum of History." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/28349505790743899063.
Full textAbstract:
碩士國立臺南藝術大學
博物館學與古物維護研究所
99
The Museum Blockbuster Exhibition in Taiwan has been created by museums and mass media. Media has played an important role in marketing the blockbuster exhibition . As an result, the placement marketing has been an significant tool in promoting these exhibitions and caused lots of critics on cultural interpretation in museums. Another critical issue is that the quality of visitor experience is sacrificed by visitor numbers. This paper aims to evaluate the effectiveness of the marketing between museum and mass media, with the example of ”Van Gogh: The Flaming Soul” exhibition in 2009. The aims of this research include: 1.To understand how media participates in the exhibition which it has sponsored, and to have a basic comprehension of how media provides news report on the cultural activities it invested is also significant. 2.To review if the missions and goals could be achieved. 3.To focus on the cooperation between the museum and media, to see how the museum deliver knowledge to its visitors and if it understands visitors needs. The research questions are listed below: 1.The modes of marketing by news media 2.The effects of museum marketing, 3.The effects of joint marketing between the media and museums, 4.Visitors’ perception of museum education and esthetics under the marketing efforts by the news media. This paper first reviewed related newspaper articles and videos and then did a questionnaire survey of 400 visitors on-site between December 2009 and March 2010. Meanwhile, the researcher conducted several in-depth interviews with experts to collect different opinions from various aspects. This research has concluded three points and described them as below: 1.There are ten modes of the placement marketing in the media sponsored museum blockbusters. 2.There is a danger on the placement marketing because it could make art education out of focus. 3.There are pros and cons of the effects on visitors ethetical perception. There are some suggestion from the author, as listed below: 1.Four points for museums. (1)They should emphasis visitor’s ‘museum experience’. (2)They need to have better professional training. (3)It is well worth it to cultivate mid-age and older citizens, as well as those who live further away. (4)They must have their baselines and to fight for more controlling power. 2.Three points for media. (1)The effect of placement marketing has proved useful, however, the media should still consider the public interests. (2)The media should take the ‘edge-out effect’ from others into account, (3)The media has to respect the professionalism and educational purpose of museums. 3.Two points for the co-operation between museums and the media. (1)The first priority should be on visitors interests, (2)They should consider the issue of broadening new visitors.
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Hung, Jung-chieh, and 洪榮傑. "The Research on the Effectiveness of the Local Cultural Museums Operated under the City Marketing Strategy--A Case Study on the Museums in the Kaohsiung Love-river Cultural Living Circles." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/06750945299297023102.
Full textAbstract:
碩士南華大學
美學與視覺藝術學系碩士班
97
The origin of this study is derived from some questions of the government executing City Marketing strategies by Local Culture Museums. What are the basics of the combination of these two? What are those roles they play and the functions they have? And what are the effects and the feedback of the combination? Through the overviews of this thesis, the questionaries and the investigation applying Local Culture Museums to market Kaohsiung where is effective on City Marketing, the findings are as follows: 1. The appropriateness of the combination of Local Culture Museums and City Marketing is based on the "Marketing Wants" and three executive principles. 2. In the frame of the City Marketing, Local Culture Museums can play these roles, including "the products of the basic constructions," "the price of Personnel Marketing," "the places of Image Marketing;" and "the promotion of attractive Marketing." 3. It''s found that the feedback systems of City Marketing effects are constructed by the results of "Attraction" "Satisfaction," and "Local Identity;" 4. It can also find that Kaohsiung City Government has a great effect on marketing city with local cultural museums by using the following five policies: "Strategy," "Administration," "Environment," "Management," and "Operation" comes into great effects; however, these five advantages still bring out a few flaws; 5. the Kaohsiung Love-river Cultural Living Circles has achieved remarkable success on tourism and Kaohsiung city image through expanding actively, and three managing types: "residents," "industries," and "City Marketing"; 6. through "The System of Marketing Effects Feedback" investigating the effectiveness that Local Culture Museums assist City Marketing, we found as follows: (A) these three museums have great attractions for residents before visiting there; however, the residents lose their interests in Taiwan Medical Museum after visiting there because of its contents of management; (B) the residents appraise the satisfying services of both Soaring Cloud Art Center and Kaohsiung Film Archive a lots; (C) these three museums are able to raise the residents'' City and Community Identity, but actually, these three need to enhance the reactions with the residents to cohere the communities around the museums.
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Pereira, Joaquim Ng. "O Centro Científico e Cultural de Macau e o seu Museu de Macau : perspetivas presente e futura (um estudo sobre boas práticas museológicas)." Master's thesis, 2017. http://hdl.handle.net/10437/8888.
Full textAbstract:
Orientação: Rafael Gonçalo Pimentel
Gomes FilipeA presente dissertação de Mestrado visa estabelecer o diagnóstico do marketing cultural do Museu de Macau (MM), enquanto estrutura integrada no Centro Científico e Cultural de Macau (CCCM). O diagnóstico abrange os anos entre 2010 e 2015, que coincidem largamente com o período mais agudo da grave crise financeira e económica que Portugal conheceu naqueles anos. Importava, para tanto, em primeiro lugar, conhecer os públicos do Museu de Macau e do CCCM, bem como as motivações que os levam a deslocar-se ao museu e a participar nas suas atividades, por forma a saber em que grau o instituto vem fidelizando aqueles públicos às suas diferentes ofertas. Aceitando o convite, após uma visita ao Museu de Macau, para frequentar o Curso de Língua e Cultura Chinesa (CLCC) ali ministrado, a experiência pessoal adquirida nesse contexto levou a que nos interessássemos pelo estudo da lógica subjacente à intenção da instituição de manter, aumentar e diversificar os públicos do museu. Focado no Museu de Macau, o estudo realizado centrava ainda a sua análise na articulação que o CCCM e o seu Museu de Macau, unidade integrada na Divisão de Museologia, mantêm e desenvolvem na promoção conjunta das respetivas funções, em termos de Visão, Missão e Valores.
The present dissertation aims to establish the diagnosis of the cultural marketing policies of the Macao Museum (MM), as a structure integrated in the Centro Científico e Cultural de Macau (CCCM). The diagnosis encompasses the years from 2010 to 2015, largely coincident with the most acute period of the serious financial and economic crisis that affected Portugal during those years. First of all, we needed to know the different publics of the Museu de Macau and of the CCCM, as well as the their motivations to visit the museum and to involve themselves more or less consistently in its activities. Having accepted the invitation, after a visit to the Museu de Macau, to attend the Course of Chinese Language and Culture (CLCC), lectured in the premises of the museum, the personal experience gained during the classes, led us to study the logic behind the intention of the institute to keep, to diversify, and to increase its publics, above all those of the museum. Focused on the Museu de Macau, our research aims furthermore to highlight the close articulation of the CCCM and its museum in order to promote their particular functions, in terms of Vision, Mission and Values.