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论文编号：	5637
作者编号：	2220110872
上传时间：	2013/11/27 10:39:26
中文题目：	中国民办儿童艺术博物馆商业模式研究
英文题目：	Study on the Business Model of China Private Children’s Art Museum
指导老师：	杨斌
中文关键字：	儿童艺术博物馆；商业模式；产业环境分析；价值链分析
英文关键字：	The Children’s Art Museum; Business Model; Environmental Analysis Industry; Value Chain Analysis
中文摘要：	经济的发展推动着儿童文化产业的蓬勃发展，但是中国国内良莠不齐的儿童教育产业不能担负起孩子们的健康成长的需要，所以一个健康的、规范的、可以广泛推广的儿童教育机构不仅是家长和孩子的需要，也是社会对儿童教育产业的要求。本文从儿童教育的市场缺失出发，通过比较国内外儿童艺术博物馆，同时结合儿童艺术博物馆相关的理论，探索出为孩子们专门设计的儿童艺术博物馆商业模式。 　　　胡锦涛在十八大报告中提出：要大力推动生态文明的建设，建设社会主义文化强国。文化的发展已经成为社会主义和谐社会发展的重要组成部分。据全国第六次人口普查数据，在我国大陆31个省、自治区、直辖市和现役军人的人口中，0-14岁的人口为2.22亿人，这样庞大的人口基础为儿童文化产业提供了巨大的市场。但是现阶段的儿童文化产业并不能满足家长和儿童们的需求，国内儿童教育产业参差不齐，很多家长不能很好地选择适合自己孩子的培养方式，只能盲目的选择一些价格较高的兴趣学习班和师资更好的学校，并不能对自己孩子的培养有着科学的规划。面对混乱的国内儿童文化产业格局，对一个儿童产业商业模式的探索是具有很强的现实意义。根据上述背景，结合儿童产业发展现状，本文以文化产业相关理论为指导，对儿童艺术博物馆商业模式进行了研究，通过儿童主题艺术馆与综合类商业馆进行比较，一方面可以正确认识儿童艺术博物馆的现状和未来发展趋势；另一方面分析对比国内儿童艺术博物馆和国外儿童博物馆的总体状况，探索出一条儿童艺术博物馆的发展道路。 本文分为6个部分，第一章绪论介绍了研究的背景、研究意义以及研究思路和框架；第二章从文化产业的特性和发展规律、博物馆产业的特性和发展规律以及儿童文化商品的特殊的需求特性和商业模式的基本概念做了理论回顾；第三章通过对国内外的著名儿童艺术博物馆简单的介绍，采用波特五力分析和SWOT分析对儿童艺术博物馆产生的环境进行了分析，为儿童艺术博物馆的出现和发展奠定了理论基础；第四章通过价值链分析，揭示了儿童艺术博物馆的价值活动，并分别分析了儿童艺术博物馆的成本驱动因素和价值驱动因素；第五章通过详细介绍儿童艺术博物馆的四个重要组成部分：展览中心、国家美术馆分管、实验工坊、艺术商店，从设计和执行上介绍了儿童艺术博物馆的商业模式；最后一章通过总结前文的理论综述以及商业模式的介绍，系统的介绍儿童艺术博物馆的运营机制和发展潜力，并为儿童艺术博物馆的可持续发展提出了一系列的运营保障措施，最终为儿童文化产业的蓬勃发展做出贡献。
英文摘要：	The development of the economic promotes the flourish of the children culture industry, but Chinese domestic uneven children education industry can not satisfy the needs of the children, so a kind of healthy, standardized and widely promoted children's education institutions are not only parents’ and children’s needs, but also social demands on children education industry. Form the absence of the market on the education of children, comparing the domestic and international children's art museums, this paper explored a specially designed business model of children's art museums combined with relevant theories of Children Museum. 　　　Hu Jintao made his report in 18th CPC National Congress: We should vigorously promote the construction of ecological civilization, and build a strong socialist culture. Cultural development has become an important part of the development of socialist harmonious society. According to the sixth national census data, among the mainland China 31 provinces, autonomous regions and municipalities and servicemen, the population aged between 0 and 14 is about 222 million people, and such a huge population base provides a huge market for culture industry. But at the present stage, the development of children's culture industry can not meet the needs of parents and children. The domestic children's education industry is uneven, so many parents can not choose the suitable training methods for their children, only blindly choose some higher prices courses and exclusive schools, and it leads to unscientific planning for their children. Facing the chaotic pattern of domestic children's culture industry, there is a strong practical significance to explore a specific industry business model for children’s culture industry. Based on the background above, and combined with the children's industry development status, the paper use cultural theory as guidance, and make research on the present business model of the Children's Art Museum compared with the Children Theme Museum of Art and the Comprehensive Children Museum. We can correctly understand the current situation and future trends of the Museum for Children; and explore a development path for Children's Art Museum under the analysis and comparison of domestic and foreign Children's Art Museum. 　　　This thesis is divided into six parts. The first chapter introduces the research background, significance and research ideas and frameworks; the second chapter make a theoretical review of the characteristics and law of development of culture industry and the museum industry, and introduce the famous Children’s Art Museum at home and abroad briefly; through Porter's five forces analysis and SWOT analysis for the Children's Art Museum, the third Chapter analyze the emergence and development of the Children's Art Museum and has laid a theoretical foundation for this phenomenon; through the value chain analysis, the fourth Chapter reveals the value of children's art museum activities, and the cost drivers and value drivers of Children's Art Museum; the fifth Chapter through four major components of the Art Museum: Exhibition Centre、 National Gallery、Experimental Workshop、Art Shops, introduce a business model from the composition of Children's Art Museum; the final chapter by summarizing the foregoing theoretical overview and introductions of the business model above , introduces the operating mechanism and development potentials of Children's Art Museum systematically, and presents a series of operational safeguards for the sustainable development of Children's Art Museum, and ultimately contributes to the flourish of children's culture industry.
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