박물관의 시장조사와 활용 전략

• 영문명: Implementation and use of market research for museums: A case study of the Animation Museum in Chunchon, Korea
• 발행기관: 한국예술경영학회
• 저자명: 양지연(Yang Jiyeon)
• 간행물 정보: 『예술경영연구』제5집, 102~123쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2004.06.30

영문 초록

This study examines the meanings, methods, and uses of market research in museums with an emphasis on the Animation Museum in Chunchon City, Korea. Established in 2003 as the first and only animation museum In the world, the Animation Museum would serve as a meaningful case to explore the interrelationship among local cultural industry, popular culture and museum management. Even though an increasing number of cultural institutions in Korea is conducting research on their visitors, most of them are hardly used or reflected in the decision-making of the management system. Thus, on the premise that market research could be ‘utilized’ only when a museum IS highly market-oriented(responsive) In its mission, philosophy and operational system, a model for market-oriented museum management was proposed. Then, the current market of the museum including both visitors and potential visitors was analyzed, based in large part on the attendance figures by the ticket category of the museum. The final chapter presents the purposes and roles of future market research at the Animation Museum and the types and methods of market research that the museum could utilize for studying both visitors and potential visitors. For the study of current visitors, the museum needs to develop a more effective attendance record system geared to the information needs of the museum. Attendance records, if properly maintained, could yield most accurate and reliable data on various aspects of the visitors. Periodic surveys of both entire visitors and specific groups of visitors are also needed. On-line users are also important audience of the museum. Analysis of the members of the museum homepage and web log, and surveys of homepage users would be useful tool for developing online audiences. Program evaluation are needed in the areas of exhibitions and museum shop and cafeteria to assess the visitor satisfactions and needs. To study potential visitors, the museum first needs to determine whom to define as potential visitors. In that decision, the museum could take two different approaches. One of them is to determine the potential visitors based on the research and analysis of the current visitors. The other approach is a random survey of people outside of the museums. Market-orientedness is not the concept contradictory to or independent of the traditional functions of preservation and research of museums. Rather, it should be recognized as a process through which museums persistently communicate with their communities.

목차

Ⅰ. 서론

Ⅱ. 애니메이션박물관 시장조사의 전제

Ⅲ. 애니메이션박물관의 시장조사 유형과 활용

Ⅳ. 결론

참고문헌

Abstract

키워드

박물관 경영 시장조사 애니메이션박물관 박물관 이용자 museum management market research animation museum museum visitors