박물관 경영활성화를 위한 마케팅 전략 적용에 관한 연구

다국어 초록 (Multilingual Abstract)

This master’s thesis is focused on how the marketing strategy for management for the museum can be set up and may be applied to the revitalization of museum.
Museums turned into the space linked to high-ranked culture more than the simple functions such collection, preservation, research, interchange, and exhibition. Consumers, that is, spectators’ satisfaction measurement should be enhanced and museums should provide services for the new cultural consumers in order to make the space
where museum professionals really want to work. This speaks for the need for introduction of marketing.
It is intended to overcome the crisis of business as a resutlt of increase in inspector and profit that is brought by adding marketing strategies to the museum management in the light of business and improving the previous image of museum.
Museums’ marketing form a part of cultural marketing, meaning nonprofit one that should satisfy both spectators and earnings of museums. Strategy and case study were performed with marketing mix (7P).
Museums are required to have strategies and plans through marketing in order to get financial aids and attention from the general public.
At first, Museums should induce management techniques and turn operations into ones with more systematic strategy. This will give 1great contributions to both the spread of the base and financial independence as nonprofit cultural institutions.
Secondly, museums should construct partnerships with government, Korean Association of Museums, Mecenat Society and various associations with the active donation .Museum also set up marketing
strategies according to it in order to accomplish integrated operation.
Lastly, museum should develop the diverse program for spectators. These programs should contain spectators’ development project that enables them to experience culture more than simple viewing and ameliorate the image with the appropriate program through the segmentation of spectators. This will help activation of the management.
Museums must not fail in their duties without any efforts only to expect that they may receive the benefits of aids on the ground that they are financially unstable. Museums should realize that they can become various and sustainable cultural facilities and continue to change into future-oriented ones with differentiated strategies of each
museum and competition with each other.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구의 배경 및 목적 = 1
• 2. 연구의 방법 및 구성 = 4
• Ⅱ. 박물관의 마케팅의 이해 = 7
• 1. 비영리 마케팅 = 7
• 1) 비영리 마케팅의 개념 = 7
• 2) 비영리 마케팅의 목적 = 8
• 3) 비영리마케팅의 특성 = 9
• 2. 박물관 마케팅 = 10
• 1) 문화마케팅의 일환으로서 박물관 마케팅의 개념 = 10
• 2) 박물관 마케팅의 특성 = 14
• 3) 박물관에서 마케팅의 필요성 = 15
• Ⅲ. 박물관 마케팅 사례 = 21
• 1. 국내사례 = 21
• 1) 서울역사박물관 = 21
• (1) 관람객을 위한 운영 = 21
• (2) 교육 프로그램 = 22
• 2) 서대문자연사박물관 = 23
• (1) 박물관 운영방법 = 23
• (2) 교육프로그램 및 행사 = 25
• 2. 해외사례 = 26
• 1) 구겐하임 뮤지엄 Guggenheim Museum = 26
• (1) 구겐하임 경영혁신 운영 = 26
• (2) 구겐하임 고객 개발 프로그램 = 28
• (3) 지역발전 및 관광 증진의 역할 = 30
• 2) 퐁피두센터(Centre National d'Art et Culture Georges-Pompidou) = 31
• (1) 퐁피두의 운영방식 = 31
• (2) 퐁피두 고객중심 교육 프로그램 = 32
• 3. 시사점 = 33
• Ⅳ. 박물관 마케팅 전략 = 35
• 1. 박물관의 마케팅 전략(STP) = 35
• 1) 시장세분화(Segmentation) = 35
• 2) 표적시장 선정(Targeting) = 37
• 3) 포지셔닝(Positioning) = 38
• 2. 박물관 마케팅 믹스 전략과 사례 = 40
• 1) Product(제품-작품) = 41
• 2) Price(가격) = 42
• 3) Place(장소) = 44
• 4) Promotion(촉진) = 46
• 5) Physical evidence (물리적 증거) = 47
• 6) People (사람) = 49
• 7) Process (과정) = 50
• 4. 분석 및 시사점 = 51
• Ⅴ. 박물관 경영활성화를 위한 마케팅 전략 제안 = 53
• 1. 박물관 운영의 체계화 = 54
• 1) 박물관 운영의 전략 목표 설정 = 55
• 2) 박물관 공동 마케팅 추진 = 57
• 3) 박물관 직원들의 만족도 향상 = 59
• 2. 관람객의 중심의 마케팅 = 60
• 1) 박물관 연계 프로그램 개발 = 64
• 2) 복합문화 공간으로의 변화 = 65
• 3) 박물관의 디지털화 = 67
• Ⅵ. 결론 = 70
• 참고문헌 = 72
• Abstract = 75