Preliminary Exploration On Brand Construction And Management Of Private Contemporary Art Museums In China

This study chooses China's non-governmental contemporary art museums as object and focuses on the brand construction and management of these art galleries. The study mainly works on the significance, feasibility and running approaches of these two aspects based on the example of Today Art Museum.Nowadays, every non-governmental contemporary art museums pays much attention to develop their own brand. And as a non-profit organization (NPO), how to succeed in the brand construction is a true test for these gallery managers. This study carding a number of concepts relating to China China's non-governmental contemporary art museums and brand construction and explicate the connotation of object. It also analyzes the development and current situation of China private art gallery, the challenges in management level and the importance and inevitability of brand construction.The author adopts a combination of literature research method, in-depth interview method and case study method, and gather a large number of examples to enrich the theoretical framework. And the valuable first-hand information has been collected by the interview with Mr. Gao Peng, the curator of Today Art Museum. So on the base of museology and brand management, combining the case of Today Art Museum, the author tries to discuss an applicative theory system and setting method for China private art gallery brand construction.