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Á¦¸ñ : ¹ÂÁö¾ö Ä÷º¼Ç°ú Áö¼Ó °¡´ÉÇÑ ¸¶ÄÉÆà ÀúÀÚ : ÃÖÁ¾È£
¹ßÇàÇÐȸ : Çѱ¹¹Ú¹°°üÇÐȸ [The Korean Society of Museum Studies]
¹ßÇàÁ¤º¸ : ¹Ú¹°°üÇк¸ Á¦ 27±Ç È£ pp.1-17(17 pages)
¹ßÇà³âµµ : 2014

ÀúÀ۽ñâ : 2014³â 12¿ù

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¥°. ¼­·Ð
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¥². 7Ps ¹ÂÁö¾ö ¸¶ÄÉÆà ¹Í½º Àü·«
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Çмú¿ë¾î·Î ¹ÂÁö¾ö(museum)À» ±×¸®°í¼öÁýÇ°°ú ¼ÒÀåÇ°À» Æ÷°ýÇÏ´Â ÀǹÌÀÇ Çмú¿ë¾î·Î Ä÷º¼Ç(collection)À» »ç¿ëÇÒ °ÍÀ» ÁÖÀåÇß´Ù. ¶ÇÇѹßÇ¥ÀÚ´Â ¹ÂÁö¾ö Ä÷º¼Ç ±â¹ÝÀÇ Áö¼Ó°¡´ÉÇÑ ¸¶ÄÉÆÃÀ» À§Çؼ­ º¼°Å¸®/Áñ±æ°Å¸®(Product), ÀÔÀå·á/ÀÌ¿ë·á(Price), Àå¼Ò/°ø°£(Place), ÃËÁø/ÆǸÅ(Promotion), ÀÌ¿ëÀÚ/¿î¿µÀÚ(People), Àü½Ã±â°£/°ø°³½Ã°£(Period), Áñ°Å¿ò/Èï¹Ì(Pleasure)¸¦ ¸¶ÄÉÆà 7Ps·Î Á¦½ÃÇß´Ù. °á·ÐÀûÀ¸·Î ¹ßÇ¥ÀÚ´Â Áö¼Ó°¡´ÉÇÑ ¹ÂÁö¾ö ¸¶ÄÉÆÃÀ» À§ÇÑ Åä¿ì½º ¸ÅÆ®¸¯½º ºÐ¼®(TOWS Matrix Analysis)°ú STPÀýÂ÷ Áï ¼¼ºÐÈ­(Segmentation), Ç¥ÀûÈ­(Targeting), ÁÂǥȭ(Positioning)¸¦ ÅëÇØ 7Ps ¹ÂÁö¾ö ¸¶ÄÉÆà ¹Í½º Àü·« ½ÇÇà¹æ¾ÈÀ» Á¦¾ÈÇß´Ù.

The author asserted to use a
museum as an scientific term of the meaningencompassing a museum. an art museum, a science museum, etc. and also have madeto refer a collection as a academic jargon of the significance including acollection-accessioning and a collection-registered. Furthermore, the author suggestedthe marketing 7Ps those are product(show / attraction), price (admission fee / servicecharge), place(site / space), promotion(stimulation / sale), people(user / manager),period(term / time) and pleasure(amusement / interest) for the sustainable marketingbased on the museum collection. Finally the author proposed the implementation of 7Psmuseum marketing mix strategy through the TOWS matrix analysis and the STPprocedures as segmentation, targeting, and positioning for the sustainable museummarketing.   (ÀÌÇÏ »ý·«)

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