A Study On 4Ps Of Museum Special Exhibits

Museum is a permanent organization that provides knowledge, research, leisure activities, and entertainment services. It is open to the public and for the public. As nowadays science and technology development are taking fast steps, culture and arts directions are more and more popularized. Facing to the pressure of funds contraction, museum should have more affability and hospitality towards the public.This thesis expounds the marketing by illustrating 4P and tries to find the common ground of the museum and the marketing, hoping that it can expand the principle of everyday work of the museum. It also ascends the origin of marketing the museum in and out of the country. Furthermore, it learns lessons from abroad the theories and experiences of marketing, non-profit organization marketing strategy and museum marketing strategy thoroughly.At the beginning, it defines the temporary exhibit of museum in different ways. And from the China's Museum the author picked up 120 pieces temporary exhibit so that they can be analyzed by groups.Then, it introduces the 4Ps of marketing as a whole.After that comes key conception of the temporary exhibit on 4Ps and the illustration of that.The fourth part introduces the first step of a marketing strategy plan which is the product strategy.The fifth part is the pricing strategy when marketing the exhibit of museum.The sixth part is the place strategy which the author thought the mobile exhibit is the apparent form.The seventh part is the promotion strategy which includes ad, public relations, business extend as well.Inside and outside environmental analysis should be based on the reality of our country's museum and museum management development. Moreover, there also should be consumer-oriented.In the end this thesis concludes the contents and function of marketing. To set up a marketing philosophy and treat the consumer as the center of an organization is the point. At last, it is expected that as the development of the economy and jurisprudence, and museum better disposition of resources, museum, museum management and marketing will joint together to make another progress.