- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
The Marketing Strategy to Stimulate Customer's Interest in Art-Gallery Business Plan
The Marketing Strategy to Stimulate Customer’s Interest in Art-Gallery Business Plan
KANG, Eungoo (Saint Mary's University of Minnesota)
Abstract
Purpose: Through strategic marketing, art galleries can help retain the artistic value in an extensively urbanized world and also provide a means to showcase aspirational messages that artworks attempt to portray. The purpose of the current study is to analyze a marketing strategy for an art gallery based on prior marketing theories. Research design, data and methodology: Scant research is available to guide regarding what elements of marketing theories should be applied to accomplish customer satisfaction in an art gallery business plan. Thus, the present authors suggest more specific marketing strategy using four traditional marketing theories for practitioners who conduct business planning strategy in an art gallery. Results: The current study suggests the synthesized model for a successful business plan of an art gallery and figured out that two distinctive segments through marketing mix and SWOT analysis are ideal because it would be easier to meet visitors' aesthetic tastes while still meeting organizational objectives. Conclusions: As all other businesses, art galleries have to adapt to survive by innovating some of the components of the marketing mix to create a competitive advantage. It also requires a strategy for that combines targeting and segmenting with the incorporation of the marketing mix to attain competitiveness.
- keywords
- Marketing Strategy, Customer Satisfaction, Art Gallery, Art Audiences
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