Earticle

초록

영어

Since its relocation to Yongsan on October 28th, 2005, the National Museum of Korea (NMK) has been making diverse efforts to encourage cultural activities of the populace through the museum by offeringeducational/training programs, leisure activities, cultural events, etc., on top of holding exhibitions Furthermore, in order to accommodate the perspective changes in the definition and function of museums, the NMK has been carrying out various researches and establishing strategies to become a customer-oriented museum. In spite of such efforts, the total number of visitors to the NMK has decreased in 2007 and 2008 compared to previous years. In order to find answers to such a situation, there is a need to speak directly to its customers.
The meaning of speaking to its customers and reflecting the results in planning and operating of the museum means carrying out customer-oriented marketing activities and listening to customers’opinion means carrying out and utilizing marketing research. Therefore, the current study introduces the necessity of strategic use of marketing research as a tool for activating the marketing of the NMK and focuses on recommending the marketing research plan for the NMK which includes utilizing pre-checklist, carrying out marketing research projects by phase, and strategically interpreting marketing research results.
More specifically, the direction of marketing as well as marketing research application for becoming a customer-oriented museum is presented in Chapter 2. To draw a more concrete picture, Chapter 3 offers the overview of the NMK, the subject of this study, particularly focusing on its current marketing strategy in order to carry out marketing research. Through this chapter, the difficulties in marketing are identified and subsequently, the design of the marketing research to resolve such difficulties is suggested in Chapter 4.
Especially in Chapter 4, by introducing the concept of strategic marketing planning, the necessity of perceiving marketing as a continuous and systematic planning, not as one-off shot, is proposed for the NMK and recommends the strategic marketing planning procedure for the NMK.
In addition, the required marketing research for each strategic marketing planning stage is suggested to realize the marketing plan through the use of marketing research.
As the function of art and cultural institutions, particularly the museums, is developing towards customer-oriented direction, it is necessary to think with marketing orientation. Currently, customer-oriented marketing in most art and cultural institutions, especially national art and culturalinstitutions that provide artistic and cultural activities publicly, is fairly limited. However, the active application of marketing research is necessary in order to realize the marketing objectives in reality. The need for marketing research is appreciated after its application. As a practical solution, not borne from a policy perspective, it is clear that the accumulation of marketing research experiences will show the blueprint for the NMK as a customer-oriented organization which is able to narrow the gap with its customers which is independent from finding a direction through policy reviews.

목차

Ⅰ. 서론
 Ⅱ. 박물관의 마케팅 및 마케팅리서치
  1. 박물관의 마케팅
  2. 마케팅리서치의 개념 및 방법
  3. 박물관의 마케팅리서치
 Ⅲ. 국립중앙박물관 개요 및 마케팅 현황
  1. 국립중앙박물관 개요 및 일반현황
  2. 국립중앙박물관의 역할
  3. 국립중앙박물관의 마케팅 현황
 Ⅳ. 국립중앙박물관의 전략적 마케팅리서치
  1. 국립중앙박물관의 전략적 마케팅 계획
  2. 국립중앙박물관의 전략적 마케팅리서치
 Ⅴ. 결론
 참고문헌
 Abstract

저자

• 장현선 [ Hyun-Sun Jang | 추계예술대 문화예술경영대학원 문화예술경영학과 ]

참고문헌