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Estrategias de Marketing para mejorar la distribución del volumen de visitantes y elevar el revenue en el Museo del Prado.
| dc.contributor.author | Vergara-Vergara, Molby Josefina | |
| dc.date | 2020-07-16 | |
| dc.date.accessioned | 2021-02-11T14:36:55Z | |
| dc.date.available | 2021-02-11T14:36:55Z | |
| dc.identifier.uri | https://reunir.unir.net/handle/123456789/11007 | |
| dc.description | 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. | es_ES |
| dc.description.abstract | 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. | es_ES |
| dc.language.iso | spa | es_ES |
| dc.rights | openAccess | es_ES |
| dc.subject | distribución público en el Museo Nacional del Prado | es_ES |
| dc.subject | marketing y la gestión de ingresos de los museos | es_ES |
| dc.subject | fidelización en museos | es_ES |
| dc.subject | Máster en Dirección Estratégica de Marketing | es_ES |
| dc.title | Estrategias de Marketing para mejorar la distribución del volumen de visitantes y elevar el revenue en el Museo del Prado. | es_ES |
| dc.type | masterThesis | es_ES |
| reunir.tag | ~MDME | es_ES |
