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在我国新一轮文化体制改革全面实施阶段,文化单位面临的皆是机遇与挑战并存。公立中小型博物馆作为公益性文化事业单位,因其在政府支持、藏品数量与质量、人才建设等方面都处于相对劣势,故要想充分发挥自己的公共职能,获得观众的认同和喜好,就需要通过不断创新管理理念,发展和提升自己。为达到这一目标,笔者认为企业管理中的品牌建设是可以借鉴的。本文通过简要分析博物馆品牌与塑造品牌的目的,结合企业品牌建设的理论以及自身工作中的思考与实践,从品牌定位、打造好的“产品”、品牌推广等方面,阐述公立中小型博物馆塑造品牌的过程与关键,初步探讨一家公立中小型博物馆如何通过品牌塑造来获得观众的认同和喜好,从而充分发挥博物馆以社会教育为主的公共职能。
In the new round of cultural system reform in our country, the cultural units face both opportunities and challenges. Public small and medium-sized museums, as public welfare cultural institutions, are at a relative disadvantage in terms of government support, the quantity and quality of collections, and talent building. Therefore, if they want to give full play to their public functions and gain the audience’s approval and preferences, Through continuous innovation management philosophy, develop and enhance themselves. To achieve this goal, I believe that brand management in business management can learn from. By analyzing the purpose of museum brand and brand building, combining with the theory of enterprise brand building and the thinking and practice in their own work, this article elaborates the public middle and small museums from the aspects of brand positioning, creating good products and brand promotion, The process and key of shaping the brand are to probe into how a public small and medium-sized museum can gain audience’s recognition and preference through branding so as to give full play to the public function of the museum based on social education.