An Analysis Of Museum Marketing And Promotion Model

The word museum comes from the Greek Mouseion,which means "a temple dedicated to the goddess Muus".Nowadays,museums are public welfare institutions whose main functions are social education,preservation and protection of cultural relics,collection and research of cultural relics,exhibition and dissemination of knowledge.The definition of museum has been revised over the years,and the purpose and significance of its existence have indicated that museums are non-profit organizations.Marketing,also known as marketing,marketing,its essence is to create products and value,and through exchange to meet individual needs of the social process.In this process,marketing planning aims to create value that satisfies consumers and enterprises,and implements strategies such as product,pricing,distribution,and promotion.Museum marketing is the extension of marketing concepts into non-profit organizations,introducing marketing principles and techniques into non-profit cultural institutions.The focus of museum marketing research is to study the needs of certain target groups in the service object and value exchange,and promote the public to have a deeper understanding of the museum’s cultural relics collection,exhibition and public service on the basis of appreciation and a certain understanding of museum exhibitions and cultural relics.With the development of The Times,especially after the outbreak of the epidemic,museums are no longer a simple department of cultural relics collection and display,but play a greater role in disseminating and interpreting excellent traditional culture,guiding social values and cultivating the public’s aesthetic taste.In the post-epidemic era,museums can explore and innovate in the market economy,use marketing strategies to enhance their social influence and achieve certain economic benefits.In our country,the museum marketing is a museum by using the method of marketing,with widespread dissemination of Chinese excellent traditional culture,promote the construction of socialist core values,for the purpose of exhibition design planning,organize the implementation of education activities,development,production,products,and promote the museum brand,enhance our influence and economic benefits,And build a good long-term relationship with the audience.Museum marketing is the overall and long-term work plan of museums.Shandong Provincial Museum,formerly shandong Institute of Stone and Stone Preservation established in 1909,is the first provincial comprehensive geological museum established after the founding of new China.It has been 68 years since the Shandong Provincial Museum was founded in 1954.Since 2010,new open 12 years,shandong museum exhibition,social education,and the digital service of the products,and promote the integrating museum work,such as the library objective reality to the "cultural relic" as the center to "public" centered,form a strict logical structure and the working procedure,implements the various functions of the museum,Won the audience’s word of mouth.Based on the theory of marketing,this paper analyzes the macro environmental factors that influence the marketing of Shandong museum from four angles:political environment,economic environment,technical environment and cultural environment.Based on 4P’s theory,this paper analyzes the marketing model of Shandong museum from four aspects:product,pricing,channel and promotion.Through the overall analysis of the marketing environment and marketing strategies,this paper summarizes the marketing experience and enlightenment of Shandong museum,so as to provide some reference for the marketing and operation of museums at all levels of the same type in China and other small and medium-sized museums.