박물관 마케팅 전략 개발 - "Knock, Knock" / Samp/ALAS 프로젝트

서지정보

ㆍ발행기관 : 한국박물관학회 ㆍ수록지정보 : 박물관학보
ㆍ저자명 : 장인경

목차

Ⅰ. 머리말
Ⅱ. Samp/ALAS Network와 박물관 개선을 통한 지역사회의 개발
Ⅲ. "Knock, Knock" - Marketing Strategies for Promotion of Museum programs and services with Local Communities institutions
Ⅳ. 맺음말
참고문헌

한국어 초록

박물관이 문화기반 시설의 중심으로서 정부에게는 문화 경제력의 주요한 인프라로 일반에게
는 여가 선용과 평생교육의 장으로 인식되고 있는 이 시점에서 박물관의 마케팅 전략은 박물
관의 경영과 사회 일반의 이익을 위해 어느 때보다 절실히 요구된다. ICOM의 박물관 정의1)
에서도 볼 수 있듯이 박물관의 궁극적인 목적은 사회의 이익과 발전을 위한 것이다
철박물관은 Samp/ALAS 네트워크에 가입하여 박물관의 활동이 지역사회의 요구에 적합하
게 이루어지기 위하여 도미니카공화국의 알토데 ~F봉박물관 (Regional Museum of
Archaeology Altos de Chavon) 과 잠비 아의 루사카국립 박물관 (Lusaka National
Museum) 과 함께 지역의 문화교육기관과 함께하는 박물관 서비스와 교육프로그램을 홍보하
기 위한 마케팅 전략 프로젝트(Knock! 암lock! )를 진행하였다.

영어 초록

Knock! Knock! is a Samp/ALAS marketing strategy project developd by Altos
de Chav?n Regional Museum of Archaeology of Dominican Republic , Iron
Museum of the Republic of Korea and Lusaka National Museum of Zambia.
The need to increase the participation of local communities in the museums
programs and services has led these three museums to design a project to
develop and to implement new marketing strategies to integrate local
educational institutions with the museums decision making processes. The
museums analyzed their situation and concluded that they have a common
problem of inadequate marketing strategies for their programs and services.
Based on the Samp/ ALAS mission and a cross-border approach for the
benefit of the communities , the three museums will undertake a joint project
under the ALAS initiative. This project , where a museum from Africa , Asia
and Latin America will tackle their highlighted common problem , is oriented to
develop marketing strategies that will encourage community involvement from
local institutions , marketing their museums to them.
The approach will not only contribute to the development of skills and
marketing strategies for the staff of the participating museums, but also
ensure the attraction of potential visitors from its surrounding communities.
Museums are custodians of cultural and natural heritage thereby being the
reference centres that caters to society of the enjoyment and education of the
present and future generations.
Poor access to cultural heritage leads to inequality in rights for cultural
literacy and deprivation of benefits from one s own culture. This project will
therefore stimulate the local communities interest in the museum" s services and programs for better exposure and to equip the communities with
knowledge of cultural identity. This will further alleviate cultural poverty.
guaranteeing equal opportunity for the development of individuals and
ultimately building a more democratic society.

참고 자료

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