Research On Museum Chain Mode And Prospect Analysis Of Domestic Museum Chain

Museum chain is a new management mode, which has broken the traditional museum rules. It takes a plurality of decentralized and independent museums together and realizes the exchange、cooperation and resource sharing in different museums through the way of the extension of culture brand、the sharing of the collections and the unified and standardized management. In China, the museum chain started late and it is lack of experience. Moreover, the study of museum chain is lagging behind, which is unable to play a guiding role in practice. According to the development situation of museum chain at home, the knowledge of commercial chain and the successful experience of Guggenheim Museum, this paper will study the basic theory of museum chain in depth, which includes the definition、features、expansion strategies、 management and basic models of the museum chain. In this paper, we also study the prospects of the domestic museum chain, taking Shenzhen branch of V&A as an example and give some suggestions which can make some positive effects for the development of domestic museum chain. This paper is divided into six parts:The first part, introduction. Introduce the research background of the paper from domestic and abroad aspects, summarize the research status of Taiwan and the mainland about museum chain and expounds the research significance and methods.The second part, analysis of museum chain concept. Define the concept of the museum chain by the related theory of the commercial chain. Summarize four characteristics of the museum chain. Analyze the differences between the museum chain with the traditional museum, museum union and other museums.The third part, Guggenheim Museum’s chain strategy and its application. First, introduce the origin and process of the Guggenheim museum. Then analyze the Guggenheim Museum’s global expansion strategy and application of the strategy in the chain expansion.The fourth part, research on museum chain mode. First, summarize four management features taking Guggenheim museum as an example:commercial chain management、building museum brand、equal importance of the buildings and the collections and resource sharing in different museums. Second, introduce three basic modes of museum chain:regular chain, voluntary chain and franchise chain and their comparison and applicationThe fifth part, prospect analysis of domestic museum chain. Analyze the beneficia1 conditions from internal and external parts, taking Shenzhen branch of V&A as an example. Then analyze the development advantages of the museum chain by laws、 policies and opportunities. After it, summarize three development stages of the domestic museum chain. In the end, give some suggestions according to the present situation of domestic museum chain, in order to promote the healthy development of domestic museum chain.The sixth part, Conclusion. It’s a brief summary of the paper.