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Targeting Student Visitors(2)


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Targeting Student Visitors(2)

  1. 1. Targeting Student Visitors: A Study of Taiwan’s Art Museums’ Approach to Niche Marketing Instructor: Aiden Yeh Iris Peng
  2. 2. <ul><li>T argeting students will help art museums to locate tangible future-audience through niche marketing. </li></ul>
  3. 3. Discussion <ul><li>Museum Marketing </li></ul><ul><li>Audience Approach </li></ul><ul><li>Museum Governance in Taiwan </li></ul><ul><li>Target Audience Approach </li></ul>“ Good museum governance helps to attract resources, to keep operations and management under control and to direct museum towards a successful future” Tzeng Shih Chieh . (2005)
  4. 4. Research Question <ul><li>What are the reasons and external factors that influenced students not to take the advantage to visit art museums or an art exhibition in two metropolitan cities in Taiwan where the most resources are allocated ? </li></ul>
  5. 5. Methodology Subjects: University Students, 18 yrs – 22 yrs Art Museums: Taiwan National Palace Museum, Taipei City Taipei Museum of Contemporary Art, Taipei City Kaohsiung Museum of Fine Art, Kaohsiung City Research Scope
  6. 6. Methodology <ul><li>Student’s Background </li></ul><ul><li>Art Museum Experience </li></ul>Questionnaires Taipei: 30 Kaohsiung: 30 ------------------------ Total: 60
  7. 7. Results Figure 2: What is your leisure activity? N=60 students
  8. 8. Figure 3: How would you spend your allowance? N=60
  9. 9. Q6. Do you know the Splendor of the Baroque and Beyond which is held by National Palace Museum from 20,Octorber, 2007~24, February, 2008?
  10. 10. Q8. Do you know the International Container Arts Festival 2007 held by KMFA?
  11. 11. Q20. If you know about the above exhibitions, what are the reasons you have for not going?
  12. 12. Findings <ul><li>External Factors: </li></ul><ul><li>1. Alluring leisure activity </li></ul><ul><li>2. Distance disadvantage </li></ul><ul><li>3. Museum information shortage </li></ul><ul><li>4. Museum’s collection is not attractive </li></ul><ul><li>Internal Factors: 1.Lack of interest </li></ul><ul><li>2.Lack of time </li></ul>
  13. 13. Conclusion <ul><li>Modern leisure activities are competitive. </li></ul><ul><li>Failed to deliver information to student visitors. </li></ul>
  14. 14. Suggestions <ul><li>Art Museums should… </li></ul><ul><li>make use of student’s habits and preferences. </li></ul><ul><li>enhance student visitor’s approach to niche marketing. </li></ul>
  15. 15. <ul><li>Thank you </li></ul>