| Museum, as a non-profit organization social-oriented for public education, has been a sacred and solemn place in public's eyes. However, situation has been changed in the past 20 years. With the increasing competitive stress within museums themselves and with other organizations, the concept of marketing used by enterprise has been sneaked into the museum. In addition to promoting the culture development, museums have to market themselves, like other profit organizations, to achieve their main objective of social services.This article analyzes Museum Marketing from two aspects: the marketing idea and concrete marketing strategy. The article is divided into two sections. The first section mainly introduces marketing idea and Museum Marketing. This part starts with the concept of marketing, brings forward the concept of Museum Marketing, and theoretically and practically discusses the necessary and possibility of the introduction of marketing idea into the museum. Then, the characteristics of Museum Marketing are highlighted and its contents are addressed. The second section puts forward the strategy of museum integrated marketing. According to the 4C principles of integrated marketing theory, the museum integrated marketing strategy is proposed as audience needs, cost for the audience getting satisfied, convenience for the audience visiting the museum, and effective communication between the museum and the audience. At the end of the thesis, it is emphasized that the museum marketing is a process that the museum applies the marketing theory and practice to develop and popularize valuable museum "products" satisfying the audience and society and carrying out the responsibility of social education; the integrated marketing is believed able to promote the impact of the museum in the society and improve its economic self-maintaining and development, then pave the road for the museum to sever the society and society development. |
