박물관의 브랜드 마케팅 전략에 관한 연구

서지정보

ㆍ발행기관 : 한국박물관학회 ㆍ수록지정보 : 박물관학보
ㆍ저자명 : 최숭일

목차

Ⅰ. 서론
Ⅱ. 떠오르는 브랜드 마케팅
Ⅲ. 박물관의 브랜드 마케팅 전망
Ⅳ. 선진 해외 문화기관의 브랜드 마케팅 사례 및 시사점
Ⅴ. 국내 박물관의 브랜드 마케팅 전략 방안
Ⅵ. 결론
참고문헌

한국어 초록

박물관은 과거 작품을 수집하고 연구， 보관하는 일에서부터 전시， 교육 활동에 이르기까지
다양한 영역에서 활용되고 있다. 이렇게 중요한 위치를 차지하고 있는 박물관을 운영하는 데
있어서 과거 마케팅 전략을 그대로 유지하는 것만으로는 관람객들의 다양한 필요와 요구를 충
족시키지 못하는 것이 사실이다. 급변하는 현대 사회에서 사람들의 문화적 요구가 더욱 다양
해지고 있기 때문에 기존의 박물관을 운영하는 경영방침이나 정책과는 다른 새로운 변화의 필
요성이 대두되고 있으며， 실제로 새로운 형태의 마케팅 기법을 도입하는 사례가 발생하고 있
다 이처럼 오늘날 박물관은 관람객들의 다양한 요구에 부응하여 새로운 형태로 변화를 꾀하
고있는것이다.

영어 초록

This paper pursues to identify how to effectively establish marketing strategy
by using the brands of museums and art galleries as a means to develop
museums and art galleries.
From a current economic perspective , brand marketing is being actively
carried out: therefore , brand marketing has placed itself to the extent that
people perceive nowadays is the age of brand war. Although brand marketing
is in its infant stage , the importance of brand marketing for museums and art
galleries is gradually perceived in Europe inc1uding the U.K., France , and
Germany, as well as the United States , and they show enormous interest in
the marketing strategy establishment using brands. This study looks into
brand marketing from an economic perspective , and presents several proposals
concerning the marketing strategies for museums and art galleries , based on
the cases of culturally-advanced countries
As a result of examining the brand marketing for museums and art galleries ,
the extent or depth of the studies is in their low level. and the existing studies
are limited to discussing theoretical background through simply domestic and
foreign marketing cases study, rather than discussing the utilization of
marketing using the brands of museums and art galleries. The existing studies
revealed their limitations of discussing from a corporate brand marketing
perspective , not from a museum and art gallery brand marketing perspective ,
since they intended to investigate the basic concept of brand marketing, and
the application possibility from an economic point of view.
First of all , this study examined the cases of overseas cultural organizations
focusing on the U. S. , and the U. K. The reason why this study targeted the
cultural organizations is that typical cultural organizations put importance to
brand image reform by actively utilizing marketing or make huge efforts to reform brand image through re-branding process. based on the perception of
brand' s importance . Through overseas cases study p1aying a 1eading ro1e in
museum and art gallery' s brand marketing. this study pursues to present more
effective and contemporary marketing strategies by identifying the implications
of those overseas cases.
Focusing on the theoretica1 foundation of brand marketing from an economic
perspective. the strategic measures devised through cases study of overseas
cu1tura1 organizations are summarized as follows:
First. Museum and art gallery' s branding is needed to be conso1idated. The
realization of reliab1e brands shou1d be carried out by constantly deve10ping
museum and art gallery brand images through consistent maintenance and
deve10pment of brand identity and creative exhibitions and education.
Second. the possibility of theme type museums and art galleries shou1d be
perceived in the decentralized age. and the globalization and specialization of
the museums and art galleries shou1d be secured via partnership with overseas
organizations and sharing of know1edge and information with them.
Third. the architectura1 spatia1 improvement of the existing museums and
art galleries . reconsideration of MI(Museum Identity) . and the environment
equipped with comp1exity and convenience for the public are the requirements
in the comtemporary time; therefore. remodeling of buildings and redesign of
MI are necessary. and overall re-branding process shou1d be undertaken.
Lastly. new brand deve10pment is necessary through tinancial assistance and
mutual brand cooperation so as to actualize high quality exhibitions and
education. To create brand protits. it is required to forge partnerships among
the government. corporations . and cu1tura1 organizations .
This study looked into brand marketing from an economic perspective. and
conducted discussions focused on the cases of culturally advanced countries.
because concrete cases concerned with brand marketing for museums and art
galleries are scarce in Korea. Consequently. this study has its limitations in
just presenting theoretical measures concerning the marketing strategy for
museums and art galleries. This study is hopefully expected to become the
starting point in the unestablished study tield . and be helpful for those who try
to promote the establishment of museums and art galleries or pursue new
changes. The reaseon is that the studies of brand marketing for museums and
art galleries have hardly been conducted thus far. Various follow up studies
using brand marketing for museums and art galleries are expected in the future.

참고 자료

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