Research On Museum Marketing Strategy

The museum,as a non-profit organization,aims to promote and inherit history and provide the public with historical education.It has been a scared place in the minds of the public.For a long time,the public was not aware of the fact that there is a link between the operation of museums and the marketing skills in modern business.With the increasingly intensified internal and external competition in the museum industry over the past 30 years,the marketing concept has gradually penetrated into the museum field.Museum has not only to do their job as the main contributor of social education but also to make full use of the marketing strategy so as to further enhance its service to the public acing as the real business participant.This paper mainly focuses on the marketing status of museums by analyzing their concept for marketing,current operation situation,the internal and external situation of salt cultural museum,customer demand and detailed marketing strategy.First,the paper will provide an overview about the concept and strategy of marketing,and then analyze the features and essence of museum marketing to find the necessity of using marketing skills in museum operation.Second of all,the paper will analyze the current situation of museum in China,and find existing problems in using marketing skills.By SWOT analysis of the internal and external environment of museums and the 4C analysis on the customer demand,the paper will propose a proper marketing strategy for museums in modern business environment.So far the application of marketing theory in museum operation is still not systematic.This paper hopes to make full use of the marketing theory and 4C principle to work out a suitable strategy for museum according to its respective needs.The marketing strategy will be conductive to enhance the influence of museums in the public,and to continuously improve the profitability and self-development of museums,which shall be beneficial for laying down solid base of further development of salt cultural museum as a member of public welfare undertakings.