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论文编号：	5084
作者编号：	2220110512
上传时间：	2013/5/24 17:54:07
中文题目：	北京文化硅谷华萃宫营销策略研究
英文题目：	Marketing Strategies Research of Beijing Cultural Silicon Valley-Hwatsui Museum
指导老师：	韩德昌
中文关键字：	博物馆业，客户营销策略，服务营销策略，网络营销策略
英文关键字：	Museum industry， China Extraction， Service-marketing strategy， Customer marketing strategy， Network marketing strategy， Commerce support cultureandculture promotecommerce
中文摘要：	我国博物馆业自1905年创建我国第一座近代博物馆“江苏南通博物苑”起至今博物馆发展已有108年，尤其是新中国成立、改革开放后博物馆业得到了迅猛发展，博物馆已发展到近3000座，我国人均43.3万人拥有一座博物馆，和世界博物馆协会提出的每10万人拥有一座博物馆相比，差距甚远，与发达国家美国相比人均3.5万人就拥有一座博物馆，相差就更大了；我国2010年中国艺术品市场交易总额达到1700亿元，年增长率为42%。可移动的物质文化遗产，除国家藏品之外，现在总量在8-10亿件，分别收藏在近7000家“隐形”收藏家的手中。这些藏品如不系统地、规范地聚集在一起，形成绿色GDP（既无排放，也无能耗）效应，将是中华文明传承传播的重大损失。北京华萃宫博物院根据中国民众对博物馆的需求，以及中国庞大的收藏、古玩、艺术品交易市场，将华萃宫的市场定位于：5年内在北京的城市副中心房山建成：全世界面积最大的、藏品最多的、开放式的，安全性能最好的、最先进的文化艺术品收藏保护中心；它是全世界唯一的全数字化和智能化的展览展示中心；它是引领中国文化创意产业的航空母舰。 华萃宫属于北京文化硅谷的战略定位的配称项目，华萃宫的战略逻辑是：“以商养文，以文促商”。如何实施华萃宫的市场定位，不仅要使华萃宫在博物馆业中持续稳健发展，而且要使华萃宫的价值保值、增值，是本文的研究目的；华萃宫依托：一、科学的开发流程，华萃宫的开发流程是：“定位前置，选择管理团队、招商先行，寻找基金、调整出发点、建设、运营后置；二、建设强大的企业文化、描述私立博物馆的愿景、企业价值观，在此基础上提高企业凝聚力，创新力、战斗力。三、华萃宫倡导客户关系营销、服务营销、网络营销，使参观者体验更加生动；四、华萃宫树立“变无形为有形”和“变有形为无形”的服务理念，设立公共服务区的概念，观众、游客在华萃宫博物院、中国收藏大厦、古玩交易市场、中国国际珠宝城、奢侈品品牌大厦接触到的保安、保洁员、馆内助理、讲解员、销售员都统称为一线员工，他们处在公共服务区内，他们的一言一行都传播华萃宫的企业文化、企业品牌。
英文摘要：	Museum industry in our country has developed for 108 years since1905 to create China's first modern museum "jiangsunantong museum garden" up to date， especially after the founding of new China， reform and opening up， the museum industry got rapid development.The museum has grown to nearly 3000， 433000 per capita in China own a museum， far from the world association of every 100000 people owning a museum，larger gap with the developed countries per capita compared to 35000 people in the United States own a museum. In 2010， the Chinese art market transaction volume reached 170 billion yuan， the annual growth rate of 42%. Amount of material cultural heritage expect national collectionis now moving in 0.8-1 billion， respectively to collect in the hands of the nearly 7000 “invisible” collectors. If these collectionscan`tbe gathered systematically， regularly， and forminggreen GDP effect (no emissions， no energy consumption)， which will be the inheritance and dissemination of Chinese civilization. China Extraction Palace Museum according to the demand for the museum of Chinese people， and China's huge market of antiques and art collection， come up with the market positionof China Extraction Palace Museum， that is the world's largest， most collection， open， the best safety performance， the most advanced culture art collection protection center， it is the world`sonly fully digital and intelligent of the exhibition center，it is an aircraft carrier which leading Chinese culture creative industry.China Extraction Palace Museum will finish building in Fangshan which is the sub-center of Beijing within 5 years. China Extraction Palace Museumis a project becoming to the strategic positioning of Beijing Cultural Silicon Valley. Its stra，tegic logic is: "commerce support culture， culture promotecommerce”. How to carry out the strategic positioning of China Extraction Palace Museumshould not only make China Extraction Palace Museum to steady development in the museum industry， but also to make China Extraction Palace Museumkeep and rise in value，is the purpose of thisstudy. China Extraction Palace Museum relying on: First， scientific development process: positioning front， choosing investment management team， investing in advance， looking for funds， adjusting starting point， constructing， operating postposition. Second， build strong corporate culture and values， describe visions of private museum， on the basis，improve enterprise cohesive force， creativity， and combat effectiveness. Three，China Extraction Palace Museuminitiateservice marketing， science and technologymarketing， make the visitors experience more vivid.Four，China Extraction Palace Museum set up the service the concept" intangible to tangible "and" tangible to intangible "， set up the concept of public service， the audience and tourists in China Extraction Palace Museum， collections of China building， antique market， China international jewelry city， luxury brands， building access to security cleaner， the museum assistant， commentator， salesman called frontline employees， they are in the public service area， what they say and extraction are spread China palace of enterprise culture， enterprise brand.
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