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SEKIYA, Yasuhiro
Chief Officer of the Business
Development
Tokyo National Museum
LIST OF CONTENTS
1. Introduction: Tokyo National Museum
2. Audience Research
3. Museum Branding 2009
4. Conclusion: Road to 2020
1. INTRODUCTION TOKYO NATIONAL MUSEUM
SUMMARY
Established in 1872
Royal to National in 1947
Independent Governmental Body in
2001
Housing Japanese Art, Asian Art, and
Archeological Objects
1. INTRODUCTION: TOKYO NATIONAL MUSEUM
Honkan (Main Building)
COLLECTION
Beauty looking back Armor of domaru type
Dogu (clay
figurine)
Buddha protected by
the Naga
Writing box
1. INTRODUCTION: TOKYO NATIONAL MUSEUM
FIGURES
150-200M Visitors a Year
5-8 Special Exhibitions a Year
70% of 200Bn Yen Income from the
Government
Long Line of the Special Exhibition
“Treasures of the National Palace Museum, Taipei”
1. INTRODUCTION: TOKYO NATIONAL MUSEUM
INCOME (2001-2013 F/Y) (M JPY)
*Donation and Facility Subsidy are not Included
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Government Subsidy 2,282 2,269 2,463 2,191 2,110 1,891 2,118 1,995 1,967 1,764 1,594 1,460 1,445
Own Income 337 407 473 635 605 635 769 904 967 539 719 728 630
Amount of Subsidy 87% 85% 84% 78% 78% 75% 73% 69% 67% 77% 69% 67% 70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
500
1,000
1,500
2,000
2,500
3,000
1. INTRODUCTION: TOKYO NATIONAL MUSEUM
2. AUDIENCE RESEARCH
SUMMARY
2. AUDIENCE RESEARCH
F/Y Visitors Survey Internet Survey Focus Group
Interview
Visitors Survey
Project
“1M” Project
2007
2008
2009
2010
2011
2012
2013
Branding Plan
“Road to 2020”
Strategy
6.来館者
CASE STUDY: VISITORS’ SURVEY 2009
1 OCT 2008 to 31 MAR 2009(152 days)
522 Samples (0.3% of Total Visitors)
Japanese, English, Chinese(Simplified,
Traditional), Korean
2. AUDIENCE RESEARCH
6.来館者
Sex Ages
VISITORS’ PROFILE
Male,
52%
Female,
48%
-19, 16%
20-29, 17%
30-39, 12% 40-49,
15%
50-59, 16%
60-69, 13%
70-, 11%
2. AUDIENCE RESEARCH
6.来館者
Regions Frequency
VISITORS’ PROFILE
2. AUDIENCE RESEARCH
Tokyo 25%
Kanagawa
8% Saitama 14% Chiba
10%
Other Kanto
Regions 7%
Other Japan
Regions 13%
Overseas 23%
First-time visit, 50%
1/2-3 years, 10%
1-2/a year, 12%
3-5/a year, 12%
over 6/a year, 16%
6.来館者
VISITORS’ SATISFACTION
4.4
4.3
3.9
3.9 4.2
4.5
4.2
3.4
3.6
3.8
4.0
4.2
4.4
4.6
0%
10%
20%
30%
40%
50%
60%
70%
Artworks Displays Discriptions Signs Hospitality Cleanliness Overall
Very satisfactory Quite satisfactory ok
A little unsatisfactory Very unsatisfactory Score
2. AUDIENCE RESEARCH
6.来館者
VISITORS’ DESIRE TO RETURN
27%
67%
4% 3% 0%
7%
62%
12% 11% 8%
0%
10%
20%
30%
40%
50%
60%
70%
come back soon may come back no idea may not come back not come back
repeated visitors First-time visitors
2. AUDIENCE RESEARCH
6.来館者
VISITORS’ FREQUENCY
58%
7% 11% 9%
15% 18% 18%
29% 29%
5%
0%
10%
20%
30%
40%
50%
60%
70%
First-time 1/2-3 years 1-2/a year 3-5/a year over 6/a year
Regular Exhibition Visitors Special Exhibition Visitors
2. AUDIENCE RESEARCH
6.来館者
(Age)
VISITORS’ AGES
22% 20%
12% 12% 13%
12% 10%
6%
9% 11%
21%
17%
23%
14%
0%
5%
10%
15%
20%
25%
-19 20-29 30-39 40-49 50-59 60-69 70-
Regular Exhibition Visitors Special Exhibition Visitors
2. AUDIENCE RESEARCH
Special Exhibitions: old, Frequent
Regular Exhibitions: young, First-time
Low Satisfaction: signs, captions
Low Desire to Return in the first-time visitors
VISITORS SURVEY ANALYSIS
First-time Young Visitors Oriented Regular Exhibitions Required!
2. AUDIENCE RESEARCH
INTERNET SURVEY (2009)
752 Samples
21 JAN 2009 -27 JAN 2009
AGES:20s-40s
RESIDENCE: TOKYO METLOPOLITAN REGION
People interested in Arts and Culture
2. AUDIENCE RESEARCH
MUSEUM EXPERIENCES
15%
18%
20%
22%
30%
41%
56%
66%
86%
33%
51%
34%
29%
33%
34%
42%
43%
48%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Louvre Museum(Paris)
British Museum(London)
National Art Center(Roppongi)
Mori Art Museum(Roppongi)
Museum of Modrn Art of Tokyo(Takebashi)
Edo Tokyo Museum(Ryogoku)
The National Museum of Western Art(Ueno)
National Science Museum(Ueno)
Tokyo National Museum(Ueno)
Want to go Visited
2. AUDIENCE RESEARCH
TNM PERCEPTION
40%
30%
18%
14% 13%
10% 8% 7% 7%
5% 5% 4% 4% 2% 1% 0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
(Multi-Answers/n=752)
2. AUDIENCE RESEARCH
FOCUS GROUP INTERVIEWS (2009)
21 FEB 2009
2 Groups 14 Samples(7 males and 7 females)
People who have never come to TNM but were interested
First Visit to TNM:5 FEB 2009-18 FEB 2009
2. AUDIENCE RESEARCH
FOCUS GROUP INTERVIEWS (2009)
Male
30s Single
30s Married with a child (6 m/o)
20s Single
30s Married with two childs (7, 4 y/o)
30s Married 40s Married with a child (17 y/o)
40s Married with two childs (21, 17 y/o)
Female
20s Single 30s Single 30s Married with two childs (6, 5 y/o)
30s Married with two childs (13, 11 y/o)
40s Married with a child (11 y/o)
40s Married with a child (16 y/o) 30s Married
◆People interested in Arts and Culture (but museums were not their preference)
2. AUDIENCE RESEARCH
SUMMARY (MUSEUMS AND LEISURE)
Museums=not a Leisurely Activity
Not familiar, Little Recognition
Low Priority, Not now, “Didactic”
After the Museum Experience
(Unexpectedly) Enjoyable
Not Realized what the Museum showed
2. AUDIENCE RESEARCH
NON-VISITORS’ FOUR “IGNORANCE”
Existence
Contents
Values
Atmosphere
Letting them know “what the museum is”, is Required!
2. AUDIENCE RESEARCH
3. MUSEUM BRANDING 2009
APPROACHES
3. MUSEUM BRANDING 2009
Main Targets: YOUNG PEOPLE and FAMILY
① Making Regular Exhibitions “Special”
② Increasing Exposure
③ Softening its Images to Broaden Audiences
④ Enhancing Museum Experience
MAKING REGULAR EXHIBITIONS “SPECIAL”
New Year Celebration Exhibition
Hanami Exhibition
3. MUSEUM BRANDING 2009
INCREASING EXPOSURE
Changing PR Strategy
140 year Anniversary and Logo
3. MUSEUM BRANDING 2009
INCREASING EXPOSURE
Space Rent
-Magazines and CD Jackets
FIGARO Japon The Gospellers (Japanese Artist) Perfume(Japanese Artist)
3. MUSEUM BRANDING 2009
INCREASING EXPOSURE
Space Rent
-Films and TVs
GANTZ (Japanese Film) TV Program “The Phantom Thief ROYAL”
3. MUSEUM BRANDING 2009
SOFTEN ITS IMAGES TO BROADEN AUDIENCES
Mascots
-TOHAKU-Kun
-YURINOKI-Chan
3. MUSEUM BRANDING 2009
Museum Events
J-wave Spring Event @ TNM
SOFTEN ITS IMAGES TO BROADEN AUDIENCES
3. MUSEUM BRANDING 2009
ENHANCING MUSEUM EXPERIENCE
“TOHAKU Navi”(Museum Navigation App)
3. MUSEUM BRANDING 2009
7.150周年に向けて
ENHANCING MUSEUM EXPERIENCE
Museum Shop Renewal
Original Museum Goods
3. MUSEUM BRANDING 2009
ENHANCING MUSEUM EXPERIENCE
Museum Café
(UESHIMA Coffee Shop)
3. MUSEUM BRANDING 2009
ENHANCING MUSEUM EXPERIENCE
Nursery
3. MUSEUM BRANDING 2009
4. CONCLUSION: ROAD TO 2020
6.来館者
*2006, 2007: Only in Japanese
*2011, 2012: Touch Screen Questionnaire
RATIO OF THE FIRST TIME VISITORS
13% 19%
32% 37% 37%
42% 41%
50%
94%
86%
86% 89% 88%
65% 80%
88% 96% 93%
84% 84% 79%
77% 80%
0%
20%
40%
60%
80%
100%
2006 2007 2008 2009 2010 2011 2012 2013
First time Visitors Satisfaction Desire to Return
4. CONCLUSION: ROAD TO 2020
NUMBER OF VISITORS (2001-2013 F/Y)
(people)
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Regular Exhibition 244,240 256,101 328,617 309,617 340,989 361,773 334,297 412,675 330,536 373,068 324,597 416,430 484,174
Special Exhibitions 719,793 790,081 867,791 1,217,730 1,102,730 1,055,422 1,433,901 1,759,267 2,085,745 709,201 1,431,993 1,139,264 837,859
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
4. CONCLUSION: ROAD TO 2020
ROAD TO 2020
1Million Regular Exhibition Visitors PROJECT(2012-13)
-1 Million Visitors to the Regular Exhibition in 2020
-Continuation of the 2009 Branding Plan
ROAD TO 2020 STRATEGY
4. CONCLUSION: ROAD TO 2020
Focus on the First-time Visitors!
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Falk, J., “Reconceptualizing the Museum Visitor Experience Who visits, why and to what affect?,” in ICOFOM conference, 2011.
Falk, J., & Dierking, L. The Museum Experience. Washington DC: Whalesback Books, 1992.
Hein, G., Learning in the Museum, London ; New York: Routledge, 1998.
Hood, M. “Staying Away Why People Choose Not to Visit Museums,” Museum News, Vol. 61, No. 4, 1983, pp.50–57.
Hooper-Greenhill, E. Museums and Their Visitors, London ; New York: Routledge. 1994.
Kelly, L., “Developing a Model of Museum Visiting.,” in Museums Australia Conference, Canberra, April, 2001.
Kelly, L., & Bartlett, A., “Young People and Museums ,” Australian Museum, 2009. Available at: http://australianmuseum.net.au/Young-People-and-Museums/(Approved in14.Aug.2014).
Mason, D., & McCarthy, C. ““The feeling of exclusion”: Young peoples’ perceptions of art galleries,” Museum Management and Curatorship, Vol. 21, No.1, 2006, pp.20–31.
McManus, P. Visitors: Their Expectations and Social Behaviour, 1996. In Developing Museum Exhibitions for Lifelong Learning, G. Durbin, ed., 59–62. London: The Stationery Office.
Scott, C., “Exploring the evidence base for museum value” Museum Management and Curatorship, Vol.24, No.3, pp.195–212, 2009.
REFERENCES
THANK YOU! ANY QUESTIONS: [email protected]