MARKETING FOR MUSEUM NON-VISITOR─USING THE TAIPEI MOCA STUDIO AS A MEDIUM
碩士 === 元智大學 === 藝術與設計學系-藝術管理碩士班 === 103 === This research started from the perspective of marketing strategy by taking the “Moca Studio” as an example to explore how museums should integrate marketing combination with experience marketing to define their marketing strategies that create satisfying m...
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| Format: | Others |
| Language: | zh-TW |
| Online Access: | http://ndltd.ncl.edu.tw/handle/60402916506495592336 |
| Summary: | 碩士 === 元智大學 === 藝術與設計學系-藝術管理碩士班 === 103 === This research started from the perspective of marketing strategy by taking the “Moca Studio” as an example to explore how museums should integrate marketing combination with experience marketing to define their marketing strategies that create satisfying museum experience for “non-visitor”.
This paper first chapter organized the thoughts and expectations of non-visitor and current services of museums for non-visitor through literature survey. The second chapter was based on the “8P Marketing Mix strategy” proposed by the American scholar of tourism and hospitality - Alastair M. Morrison as well as the “Experience Marketing” proposed by Professor Bernd Schmitt from the Business College of Columbia University, U.S.A.. The third chapter proceeded the case study using “Moca Studio” as the basic data of for analysis which was combined together with the study in the second chapter for a cross-comparison and analysis of interview information and concluded the strategies used for Moca Studio for marketing promotion of non-visitors. This research expects to be a reference of strategy development for other museums in the exploration of target visitors. As for general museum development and non-visor exploration it provides a concept and a way for promotion.
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