Aresaearch Of Museum Shop

Be free to the public makes museums lost an important source of income—— ticket sales, in which context museums obviously cannot support their own development by merely relying on financial support from the government, thus in order to maintain the development and promote museum tourism, developing museum shops is an important way to achieve revenue.In most of the previous studies, many scholars assumed that museum shops would be directly equivalent to the museum souvenirs shops, but in this paper I study the museum shop in a new perspective:summary them into three categories— souvenir shop、service shop, scenery shop and describe the unique understanding of them. On this basis, The paper analyze the development of museum shop from four aspects:product strategy, product pricing, product marketing, product promotion by using McCarthy’s 4P marketing theory, combined with the Metropolitan Museum, the British Museum and Taipei Palace Museum. And sum up the problems of museum shops in the current situation. To solve these problems and promote the development of domestic museum shops, the development model is put forward, which contain a clear theme, product system, environmental system, enhancement system and security system.Nanjing Museum were re-opened in 2011 after re-constructed,while the museum shops includeing souvenir shop, service shop and scenery shop have also been improved.Based on field visits, The paper analyze the development of all types of shops and conclude problems that Nanjing Museum is facing. Taking the current situation of Nanjing Museun into account, the paper puts forward a reasonable development model:a theme of "The history and traditional culture of Jiangsu Province"; improve the product system; create environmental system;expand enhancement system; improve the security system.