Estrategias de Marketing para mejorar la distribución del volumen de visitantes y elevar el revenue en el Museo del Prado.
Fecha:
16/07/2020Palabra clave:
Tipo de Ítem:
masterThesis
Resumen:
El objetivo del presente trabajo es aportar una solución a uno de los problemas que posee el Museo
Nacional del Prado: la acumulación del público en las salas que albergan las obras famosas, dejando
sin visitar otras salas de gran valor.
Existe un importante volumen de personas que no conocen o han olvidado los principales hitos de la
historia de la humanidad, lo cual les impide entender los hechos que influenciaron a los artistas y reconocer los diferentes movimientos artísticos, sintiéndose desmotivados para explorar las demás
obras del Museo. La célebre frase del maestro Francisco de Goya: "El tiempo también pinta", sirve de
inspiración al ratificar que la historia y el arte van de la mano; se diseña entonces un producto educativo que consiste en un plan visitas dotado de recorridos cronológicos, material didáctico de fácil comprensión y atractivos incentivos, que lleva al usuario por un mayor número de salas.
Descripción:
Museums, as spaces dedicated to education and entertainment, must match the way in which their
users learn and interact nowdays, which is why many have extended their open hours, created more
differentiated content and have become prolific in social networks.
The relationship between a museum and its community must be nurtured and be seen as a permanent
exchange of experiences and value. Following this premise, a marketing strategy is proposed
throughout these pages, complemented by some income management practices to expand, deepen
and extend the experience at the Museo Nacional del Prado, taking advantage of its teaching tools, one
of its greatest strengths.
The objective is to provide a solution to one of the problems that museums like this have: overcrowded famous artists exhibition rooms in contrast of empty great cultural value rooms. The reason
on which the marketing strategy is based, on the fact that, is that there is a significant amount of people who do not know the main event in human´s history or had forgotten them, and this does not
allow them to locate the painters chronologically, understand what was the influence of those mayor
events on the artists or recognize different artistic styles and movements, making them feel intimidated or discouraged to explore the other paintings in the museum. "Time also paints", a phrase by the
great spanish master Francisco de Goya, inspire the creation of a educational product, ratifying the
idea that history and art go hand in hand.
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