Capital Museum Management Mode

With the rapid development of society, Museum is no longer only a department where reserves precious relics, but gradually serves as an important base spreading cultural and scientific knowledge among the people and a place providing every conceivable visitor with multiple services. Thus, the museum belongs to the Public Service Organization, and its function is mainly to collect, protect, study and show all kinds of culture relics, works of art, etc. Although there are still no unanimous consensus on whether commercial operation mode should be introduced into the operation of the museum, it is necessary for the museum to update its idea of management, and most importantly, reform its management mode and bring in marketing mechanism as the current situation is that the opportunities and challenges coexist.According to the concept of Marketing, the process of marketing does not only include business activities of profit-making organisations, but also include those of nonprofit organizations whose primary objective is the exchange of ideas. As a management mode of operation and methods of implementation, the marketing of the museum seeks to make some contributions to the public welfare by introducing the concept of marketing. Therefore, it can be viewed as a new attempt of the museum to adapt to the need of market economy.The New Capital Museum is a large-scale comprehensive museum in Beijing. After its opening, the New Capital Museum has orchestrated a series of fine exhibitions, like "The Ancient Capital of Beijing","old Beijing Folk" etc., and has successfully built some creative temporary exhibitions by strengthening the interlibrary cooperation with both domestic museums and foreign ones. The elaborate design of the exhibition along with other affiliate marketing products establishes a good brand image of the Capital Museum as well as guarantees the stability of the number of its visitors. As a consequence, the marketing strategy of the New Capital Museum has achieved a great success.My research aims to analyses the successful operation of the Capital Museum comprehensively. Based on the marketing philosophy, my paper demonstrates how the Capital Museum combines three fundamental elements-its own exhibition products, the target visitors of those products and the harvest desire of those visitors in its marketing strategy to prompt outstanding achievement. I hope that my analysis could provide some insightful experiences to other museums in their own reform.There are three chapters in my article.The first chapter, I analyses the successful operation of the Capital Museum comprehensively, and introduce the presentation of the Capital Museum based on the marketing philosophy.The second chapter, my paper demonstrates how the Capital Museum combines three fundamental elements-its own exhibition products, the target visitors of those products and the harvest desire of those visitors in its marketing strategy to prompt outstanding achievement. The third part of the article, I summarized some successful operationg mode and promotion experience from the Capital Museum, through building exquisite exhibition, improving public services and expanding socialisation activities for museum marketing and management.