The Studies on the Trends of Museum's Marketing :A Case Study of the Guggenheim Museum

• Main Authors: Chen Hsiu-Wen, 陳秀雯
• Other Authors: Francis Y.T. Chang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/42266776336554394234

碩士 === 國立臺南藝術大學 === 博物館學研究所 === 94 === In the beginning of 21 century, there is a great mass fever of Guggenheim Museum. Although Mr. Jhih-Chiang Hu, Mayor of the Taichung City, failed to persuade the Guggenheim museum to open a new branch in Taichung, “Guggenheim” became the hottest museum term in Taiwan. The most controversy issue of Guggenheim museum is its commercial marketing. In the competitive global society, Guggenheim museum vividly demonstrated the way to take the challenge from the society with its innovative museum marketing. The aim of the research is to analyze museum marketing theories and to study the case of Guggenheim Museum in order to find out new abilities of museum marketing. The research explores trends of today’s museum marketing and how Guggenheim Museum used the innovative marketing to achieve its goals. The research highlights the international marketing, strategic alliance and event marketing, and demonstrated that Guggenheim‘s approach not only matches the theory but also becomes the driving force behind this museum. The results of the study reveals that Guggenheim Museum has changed its “Management of the museum” through international marketing, “Management of the relationship with patrons” through strategic alliance, and “Management of the museum’s reputation” through event marketing, which help to push the museum service to a wider public. However, there are opportunities and threats to use these innovative marketing more effectively in museums. This research also make some suggestions for Taiwan museums to using these innovative marketing in order that they could get new ideas of museum marketing from this research.