Research On The Marketing System Of The Chinese Museum

The word "Museum" covers its basic features, namely "Bo" and "Wu". "Bo" means the extensive collections; "Wu" symbolizes the kind of collection. Throughout the history of the development of the museum, it is not only the product of social development, but also the catalyst for social progress, which has made great contributions in the history of human civilization. The existence value of the museum relies on the extensive collections to build a bridge between the past, present and future, create the scene of the memory and the palace of the culture, serve the society and its development."Museum Marketing" is produced with the change of the survival environment of the museum, which comes from marketing theory and method, it means that the museum should observe the non-profit principle, combine with the actual situation of the museum, take the market demand as a starting point to discover, create and deliver value, for the achievement of the mission of the service of society and its development. Now, after a long period of exploration, the museum marketing has formed a number of representative theories and methods. However, the research on Chinese museum marketing lags behind, and the practice development is not balanced, and a set of scientific theory system has not been formed yet. In the new period, based on the present situation of Chinese museum marketing, to overall construct the museum marketing system in China from the object, product, strategy, target, evaluation of the museum marketing is not only conducive to the further development of museum marketing, but also contribute to the sustainable development of the museum in China.Museum marketing faces the whole society, in which the government, enterprises, schools, public welfare organizations, the public are the main objects of the museum marketing. They have different social resources, statuses, play different roles in the development of the museum, and they are the social support for the development of the museum. Only when the museum makes sure the relationship between museum and marketing objects, founds the needs of marketing objects, tries to build a long-term mutual cooperation mechanism, can the museum's marketing practice proceed smoothly.Museum marketing products are based on the needs of the marketing objects of the museum, to create products and services for the marketing objects. It is broad, including museum buildings, collections, exhibitions, cultural and creative products, services and so on, they are various but they are one, they constitute a complete product and service chain. Only when the museum continuously offers quality marketing products to marketing objects from multi-link and multi-level, can the museum meet different needs of marketing objects, this is not only the basic content of the museum marketing, but also the essential to reflect the value of the museum.Museum marketing strategy is the key link of the museum marketing, and the process to realize the conversion of the museum's value. According to the different roles, statuses, needs of the government, enterprises, schools, public welfare organizations, the public in the development of the museum, only when the museum takes differentiated marketing, has the plan and the goal to make and implement marketing strategies, can the museum marketing obtain the actual effect, attract the participation of marketing objects, and thus meet the needs of marketing objects, get the supports of marketing objects, ultimately accomplish the mission of the museum marketing.Museum marketing target is to obtain market resources, which are the premise to accomplish the museum marketing mission. According to the present Chinese museum's curator responsibility system and organization structure, introduce the theory of "Managing By Objectives", implement the museum marketing target from top to bottom, and penetrate into the departments, the persons, so as to stimulate the common efforts and fully mobilize all the resources available to the museum under the environment of market economy, including policy, audience, manpower, fund, collection, which promote the sustainable development of the museum.Museum marketing evaluation is based on the museum's public property, which intends to build a scientific museum marketing evaluation system from evaluation index, evaluation principles, evaluation methods, evaluation significance, so as to inspect the museum's marketing performance objectively and roundly, promote the museum to pay attention to the cost-effectiveness and social feedback, promote the museum to find the shortcomings, provide reference basis for the improvement, give full play to the value and meaning of evaluation, thus supervise and encourage the museum better serves the society and its development.The Chinese museum marketing system reveals the whole picture of the museum marketing, it is the progress of the research of Chinese museology, it will generate substantial significance for the prosperous development of Chinese museum cause. But at the same time, the research on the Chinese museum marketing system is endless, it is facing the extraordinary challenges, there will be a lot of work to do and a long way to go in the future.