¡@¡@This research aims to find how museums combine marketing strategies with tourism through probing into marketing strategies and experience of the National Palace Museum, and profoundly explore the benefits generated by treating the museums as the tourist destinations. We expect to suggest future feasible marketing strategies for the National Palace Museum through objective examination and function as reference for domestic museums and other related industries. This research is based on qualitative case study and interviews the National Palace Museum, the people in museum circle, chief of the community, tour guides and tourists by face-to-face and telephone interviews. In addition, it includes on-site observation and related documents as the criteria for the study and analysis of this paper. The research framework is divided into three dimensions: internal examination, external relationship and marketing strategies of the museum. There are 14 elements being investigated, including organization, personnel, the collection, exhibition, the building, location, image/brand, strategic alliance and international collaboration, empowerment and cross-industrial cooperation, community, pricing strategy, media and event marketing, internet marketing and digital collections, films and publications etc. The research conclusions are below: In terms of ¡§organization¡¨, the adjustment of the National Palace Museum is still not passed by law. How to respond to external forms and adjust internal organization become extremely critical. With regard to ¡§personnel¡¨, most of the personnel in the National Palace Museum have experienced professional training and they are all qualified; the tour guiding quality is excellent and the facilities are new; they contribute to the promotion of art education. As to ¡§the collection¡¨, it includes over 650,000 Chinese antiques, royal and palace articles and literatures. However, the museum should be prepared for the possible antique dispute in the future; as to ¡§exhibition¡¨, besides the internal exhibitions, the National Palace Museum also actively keeps up with the world; holding special exhibitions is one of the most effective ways to increase domestic visitors; in terms of ¡§the building¡¨, the National Palace Museum is built on eastern traditional building with exotic attraction; after reconstruction, the National Palace Museum increases the square measure of exhibition and boutiques and food shops become spacious; as to ¡§location¡¨, it is far away from downtown and inconvenient in terms of transportation. With regard to the creation of ¡§image/brand¡¨, the National Palace Museum replaces old image with new image by new concept, lively and diverse methods. As to ¡§Strategic Alliance and international collaboration¡¨, it cooperates and exchanges with well-known museums, such as loan and return exhibitions. ¡§Empowerment and cross-industrial cooperation¡¨ is the principal target of present operation. It increases brand authorization which result in soaring growth of authorization sum. Diverse cross-industrial alliance livens the antiques and increases their economic value. With regard to ¡§community¡¨, the residents in the community can visit the National Palace Museum for free. However, the parking problems still discourages the residents. In terms of ¡§pricing strategy¡¨, the prices of the products in the shops seem to be high. It can still develop ordinary price products. With regard to the relationship with media, the National Palace Museum has been holding special exhibitions with media for long term with satisfying results. Among international media, Japanese media exposes the most. In terms of ¡§internet marketing¡¨, WWW design is remarkable with countless awards. It also actively proceeds with ¡§digital collections¡¨. As to ¡§films and publications¡¨, in recent years, it has been devoted to shooting the films and advertising to promote the National Palace Museum. High-quality publications are also awarded which strengthen the overall image of the National Palace Museum. Generally speaking, the most critical three elements of the National Palace Museum marketing are collection, visitor service and brand image. The unfavorable elements include organization mechanism, location and relationship with community.

Texte remanié de: Diss.--Philosophische Fakultät--Halle-Wittenberg, 2002. / Bibliogr. p. 599-612. Notes bibliogr.

Thesis (M.S.)--Florida State University, 2003. / Advisor: Dr. Lisa Waxman, Florida State University, School of Visual Arts and Dance, Dept. of Interior Design. Title and description from dissertation home page (viewed Apr. 7, 2004). Includes bibliographical references.

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No description available.

Detta är ett självständigt arbete bestående av en uppsats och en produkt som utformats inom förskollärarprogrammet vid Uppsala universitet i nära samarbete med Museum Gustavianum. Undersökningar visar att museer och förskola/skola ofta vill samarbeta, men att detta samarbete ofta uteblir trots den goda viljan. I detta examensarbete har vi valt att titta närmre på vilka trösklar som finns och utvecklat en produkt för att främja användandet av museum som arena för lärande. Som ett led i produktutvecklingen har vi i förarbetet gjort en omvärldsanalys. I denna ingår en enkätundersökning, två observationer av guidade visningar, ett besök på museet med en barngrupp samt inläsning av tidigare forskning på området. Produkten är ett förberedelsematerial för förskolan i form av en berättelse, tänkt att kunna användas av pedagoger och barn inför ett besök på Museum Gustavianum. Ambitionen är att materialet ska väcka upptäckarlust och ge en introduktion och förkunskaper genom text och bild. Vid produktens utvärdering var pedagogerna positiva till materialet, men det efterfrågades även ett mer riktat material med konkret koppling till ett specifikt strävansmål utifrån förskolans läroplan, exempelvis matematik.

Thesis (M.Sc.). / Written for the School of Computer Science. Title from title page of PDF (viewed 2007/08/30). Includes bibliographical references.

Universiẗat, Diss.--Hamburg, 1998. / Literaturverz. S. 333-345.

Final Project (M.A.)--John F. Kennedy University, 2006. / "July 18, 2006"--T.p. Includes bibliographical references (p. 88-90).

Zugl.: München, Univ., Diss., 2007/2008