The study of museum marketing: A case of Museuminsel in berlin

• Main Authors: Kai-Hsuan Chung, 鍾凱璇
• Other Authors: 卓忠宏
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/96p323

碩士 === 淡江大學 === 歐洲研究所碩士班 === 104 === In the early stage, the function of the museum is collection. But along with the change in times and society, the role of museums also has changed over time. Besides the core functions of museum, it has recreation, information, communication and education. In our modern society, it has become necessary and indeed urgent for museums to redefine their missions, their goals, their functions and their strategies to reflect the expectations of a changing world. Germany has a vibrant culture landscape, there are nearly 6400 museums. Museum exhibition can attract the majority of the crowd and also drive around the industry. Museums and galleries are key drivers of Berlin tourism and play a significant role in attracting visitors and in building the Berlin brand overseas. In this study, Museumsinsel is our research subject, used marketing mix 4P to view the museum''s marketing strategy. According to the reference Museumsinsel, clarify the museum from the preparation, planning, operations, can understand the context and conditions of the Museumsinsel. Findings the part of the marketing, which the most important is through the special exhibition strategy to attract viewers. Marketing tools, the most widely used network path. Part in tourism and recreation Industry efficiency, statistics of Visitors to berlin in 2010-2014 from Overseas is 37%, international overnight visitor’s growth rates is 46.9%. The number of tour operator is increase and the turnover’s growth rates in 2010-2013 is 42%.