Targeting Student Visitors:Targeting Student Visitors:A Study of Taiwan’s Art Museums’ A Study of Taiwan’s Art Museums’

Approach to Niche MarketingApproach to Niche Marketing

Instructor: Aiden Yeh

Iris Peng

Targeting students will help art museums to locate tangible future-audience through niche marketing.

Discussion

Museum Marketing

Audience Approach

Museum Governance in Taiwan

Target Audience Approach“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)

Research Question

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 ?

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

Methodology

I. Student’s Background

II. Art Museum ExperienceQuestionnaires

Participants

33%

67%

Male

Female

Taipei: 30

Kaohsiung: 30

------------------------

Total: 60

Results

Internet surfing, 75%

Shopping, 65%Cinema, 62%

Take a walk, 25%

Music concert/exhibition, 32%

Outdoor sport, 35%others, 5%

Reading, 52%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Figure 2: What is your leisure activity? N=60 students

Figure 3: How would you spend your allowance? N=60

Expenditure Habit

72%67%

23%

63% 62%

0%

67%

30%

3%

0%

20%

40%

60%

80%

1

Food

magazine/books

art museum visit

movie

save it

cigarette

commodity

bills

others

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?

Baroque Exhibition

12%

58%

0%

30%Yes, I went there

Yes, but I didn't go

No, but I went there

No, and I did not go

Q8. Do you know the International Container Arts Festival 2007 held by KMFA?

Container Art Festival

13%

22%

2%

63%

Yes, I went there

Yes, but I didn't go

No, but I went there

No, and I did not go

Q20. If you know about the above exhibitions, what are the

reasons you have for not going?

Reasons for not going to art museums

5%

13%

45%

5%

15%

27%

0% 10% 20% 30% 40% 50%

1

Don't know the information

Not interested

Entry fee

No time

Too far

No transportations

Findings

External Factors: 1. Alluring leisure activity 2. Distance disadvantage 3. Museum information shortage 4. Museum’s collection is not attractive

Internal Factors: 1.Lack of interest

2.Lack of time

Conclusion

Modern leisure activities are competitive.

Failed to deliver information to student visitors.

Suggestions

Art Museums should…

• make use of student’s habits and preferences.

• enhance student visitor’s approach to niche marketing.

Thank you