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Branding and Marketing Museums in a Global and Digital Age: The Struggle to Compete.

机译：全球和数字时代的品牌和营销博物馆：竞争之争。

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Despite the nobility of a museum's mission as an educational institution, they are in an inherently competitive environment. Today, museums' potential markets and audiences are growing rapidly due to both globalization and the implementation of digital media. They must adapt or risk becoming marginalized. Marketing must be the function that drives this process which includes branding or in many cases rebranding of these institutions. Digital offerings, as a key part of this branding process, help museums package a cohesive image that clearly represents both their functional and purposeful missions. This thesis looks at two Manhattan museums, the Brooklyn Museum and The Museum of Modern Art as representations of how institutions should or should not digitally market and rebrand themselves. Moreover, it seeks to make concrete marketing suggestions for museums struggling to adapt to this globally and digitally evolving landscape.

机译：尽管博物馆担负着作为教育机构的使命，但它们处于天生的竞争环境中。如今，由于全球化和数字媒体的实施，博物馆的潜在市场和观众正在迅速增长。他们必须适应或冒被边缘化的风险。营销必须是驱动此过程的功能，其中包括对这些机构进行品牌推广或在许多情况下进行品牌重塑。作为品牌塑造过程的关键部分，数字产品帮助博物馆包装出凝聚力强的形象，清晰地代表了其功能性和目的性使命。本文着眼于两个曼哈顿博物馆，即布鲁克林博物馆和现代艺术博物馆，以代表机构如何或不应该进行数字营销和品牌重塑。此外，它还为难以适应全球和数字化发展格局的博物馆提出具体的营销建议。

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作者
Maxwell, Whitney B.;
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作者单位

Sotheby's Institute of Art - New York.;

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授予单位 Sotheby's Institute of Art - New York.;
学科 Business Administration Marketing.
学位 M.A.
年度 2012
页码 62 p.
总页数 62
原文格式 PDF
正文语种 eng
中图分类
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机译：欧洲和北美住宿业与全球品牌关系中的消费者行为分析摘要：世界正在快速变化，更多与全球化相关的概念出现。例如，全球营销就意味着在更广泛的层面上了解消费者行为及其潜在变化的压力越来越大。如今，研究必须揭示和理解某些问题，例如某些国家的客户在其他国家的情况是否相同和不同;他们如何积极回应特定品牌，而不是伞形品牌;他们如何看待质量以及如何花费他们的可用资源（时间，金钱，努力），给出当前的经济状况。由于本文涵盖了基于住宿业跨国公司的案例研究，我们将进一步探讨与所考察的全球品牌的感知形象和购买模式相关的某些消费者行为维度。

Branding and Marketing Museums in a Global and Digital Age: The Struggle to Compete.

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