Marketing Strategy Of Public Welfare Museum

"The Emperor’s daughter mentality" is currently the museum running more common way of thinking, this is because the museum management and operating system still follow the traditional administrative system, funded by financial support, making the museum a lack of a sense of crisis and sense of mission. Museum of traditional management system of the spirit of innovation, positive turn hinders the museum management concept, establish a sense of service. Eventually led to the museum on the social status is not clear, the role of cultural propaganda window cannot fully reveal.In this paper, the HA Museum as an example, the non marketing organization marketing, by combining the theory with the practice, the non profit organization marketing museum practice of this theory and HA combination, the analysis of non feasibility and necessity of NPO marketing in the museum in the operation, and presents some innovative points in the Museum of practical operation marketing strateg.In this paper, a total of five chapters, the first chapter, introduction; The second chapter, the public museum marketing theory; The third chapter, the status quo of HA museum and market analysis; The fourth chapter, the application of marketing strategies in the museum; The fifth chapter, conclusion, summed up as follows.First, through to the HA of the museum’s natural attribute, social attribute, characteristics and the nature of the exhibits and the study of the audience, marketing for non-profit organizations find a foothold in museum in practical application.Second, in view of the social attribute of the museum, it can’t be separated from society, and exist independently. Study the social, political, economic, cultural and technological environment on the museum marketing may produce actual effect. Third, internal, external factors comprehensive museum, the HA Museum, puts forward some innovation accords with actual, museum marketing strategy, to enhance the museum’s social influence.