文化藝術마케팅의 活性化를 위한 核'心要因에 관한 實登的 硏究 - 博物館을 中心으로 -

서지정보

· 발행기관 : 한국박물관학회
· 수록지 정보 : 박물관학보
· 저자명 : 서명애

목차

Ⅰ. 서론
Ⅱ. 박물관의 이론적 배경
Ⅲ. 박물관 활동과 패러다임의 변화
Ⅳ. 박물관 마케팅
Ⅴ. 박물관의 마케팅 활성화에 대한 핵심요인 분석
Ⅵ. 연구모형 및 실증분석
Ⅶ. 결론
참고문헌

초록

현대사회에서 문화예술의 역할과 파급은 대단하다. 그 중 특히 박물관은 한 국가를 대표하고
국가의 문화적 위상을 보여줄 수 있는 상징적 의미를 지니며 한 나라의 문화를 대변하고 그 나
라의 정체성을 나타내기도 한다. 따라서 박물관은 국가 차원의 문화산업으로 인식되며 문화국
가가 되기 위한 경쟁요소가 되었다. 또한 대중들에게 연구와 교육 등 즐거움을 주며， 인간의
삶과 질을 높여주기 위한 특별한 기관이다. 더욱이 21세기에 접어들면서 박물관은 빠르게 변
화하는 사회구조， 여가시간의 증가와 관광 및 레저산업의 활성화 등과 함께 정부의 정책 변화
동으로 인해 문화산업의 한 요소로 박물관에 대한 시장경쟁력을 요구하고 있다. 또한 박물관
은 사회와 공공의 문화증진을 위한 비영리기관 (Non-profit Organization) 으로서 대중에게
연구와 교육， 즐거움을 높여주기 위한 전통성 · 교육성 · 공익성 등의 유익한 측면을 가지면서，
다른 한편으로는 전문인력의 부족과 차별성 부재， 그리고 재정적 취약성 등의 문제점을 안고
있다.

영어초록

The 21st century becomes complex, diversified, specialized and characterized
because of rapidly changing science and technology and mixing of various
cultures and senses of values. The social structure shall meet social member' s
various cultural curiosities and desires so it needs cultural device that can
change it to the public education by synthesizing and systemizing the cultures
that are apt be disregarded. Moreover, as people' s leisure hour increases
because of 5 days work a week system. the culture and art that can improve
life quality and make life abundant are required. It is the current museum
that meets people's intellectual desire. preserves physical evidence of the
human race and plays the social role.
Now, museum is facing various changes as the most reasonable cultural
space of what human races searches in the present. Rapidly changing social
structure. increase of leisure hour. activation of tourism and leisure activity
and change of government policy are requiring museum' s market
competitiveness as a factor of cultural industry. As a nonprofit organization for
improving culture of the society and public. museum has helpful aspects such
as tradition. education and public benefit for providing the public with
research. education and pleasure. On the contrary, however, it has some
prob1ems such as insufficient specia1ized manpower. insufficient discrimination
and weak finance . However. people experience various things through museum
and they will also experience the service given by museum trough the various
experiences. The service of museum can be the motive that makes audience
visit museum again.
Now. because of audience' s increased intellectual and economic level. the
entire atmosphere of museum and the service factor provided by museum
become more important . It is the evidence that museum is changing as a
synthetic cultural space rather than has just a goal of exhibition and viewing.
As museum' s function changes like the above . the museum should make an
effort to satisfy customer' s desire by providing customers with the motive to
visit museum and reinforcing service.
Because museum does not search for the profit as a nonprofit organization.
there are a lot of difficulties in the introduction of various marketing and
control methods for improving management. Although cultural industry is
securing profit by using various marketing methods. performing product
planning and service. attracting customers and performing advertisement. the
reality is that cultural facilities including museum do not perform the activities
well. Therefore. various services are required to nonprofit museum. depending
on customer s various request.
When considering the aspect. it is necessary to introduce new marketing
through the analysis on museum. Therefore. the purpose of this study is to
suggest general method to attract customer' s revisit and deduct outcome by
applying quality system to museum and introducing active marketing as a
strategy to enable museum to be discriminated from other cultural
organization. provide customer with satisfaction and reconsider profitability.

참고자료

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