Knowledge Base Repository
In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.
THE MUSEUM MARKETING MIX IN ENHANCING CITY BRANDING: A CASE STUDY OF SHANGHAI
Kim, Seo Young
Type:
Year:
2024
Editor:
Yong Se Kim; Yutaka Nomaguchi; Chun-Hsien Chen; Xiangyang Xin; Linna Hu; Meng Wang
Author:
Series:
Other endorsed
Institution:
Fashion & Communication Lab
Page(s):
372-378
Abstract:
This paper aims to identify readable marketing attributes and their connotations on museum-driven city branding, by applying the theoretical background of the 5P museum marketing mix by Kotler. Methodologically, a case study of Shanghai was conducted based on the analytic tool and systematic process. The qualitative and quantitative approaches were used by looking at the official tourism website in Shanghai. To delve into the research context, the ideas of meaning-making were focused on conducting the research. The key findings of the analysis are as follows. Firstly, the categories of museums and exhibitions were in the Bon App link in the navigation on the officially managed site. Secondly, the types and fields of museums indicated a range of related industries in Shanghai and how the city allocates its portfolio of museums on the site. Third, the genres and themes of selected exhibitions on the site informed audiences that the museums attempted to create readable and thematic stories for their exhibition quality. Lastly, the marketing point of the exhibition examples showed a well-organized tactic to introduce the exhibition/museum products to the local and international target.
Keywords:
