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前言
LUMA是拉筹伯大学艺术博物馆的简称，坐落在本多拉校园,这是拉筹伯大学的主要校园,拉筹伯大学艺术博物馆从事历史和当代艺术的辩论和研究。这是一个极具创意的机构,旨在对当代批评话语和论著做出重大贡献;为澳大利亚艺术家增加了知识,运动和相关事件,作品跨越规模范例，积极参与重要的国家,民族和国际合作项目。拉筹伯大学艺术收藏成立于1966年，在本多拉校园第一批建筑开始建立之前,拉筹伯大学网站主要强调艺术和文化是大学生活极为重要的方面，大学应该拥有更广泛的生活和丰富的经历。超过二千件艺术品的艺术收藏由以拉筹伯大学为主的许多都市和区域展出。艺术作品是以借给国家和地区公共画廊为特定目的的。艺术收藏也是一个重要的研究。我们的展览,教育和公共项目旨在探索社会、文化和政治的主题，旨在创建一个至关重要的研究、教学、解释、对话中心，通过这些项目我们寻求吸引、培养、激励和鼓励。
Introduction
LUMA is short for La Trobe University Museum of Art. Situated on the Bundoora campus, La Trobe University’s major campus, La Trobe University Museum of Art is engaged in historical and contemporary art debates. It is a creative institution that seeks to make a significant contribution to contemporary critical discourse; add to the knowledge of Australian artists, movements and events, work in cross-discipline paradigms and be actively engaged in important State, National and International collaborative projects. The La Trobe University Art collection was founded in 1966 before the first buildings were commenced at Bundoora, the site of La Trobe University’s major campus emphasised that art and culture are important aspects of the 'university experience' and the University should lead the way for the wider community. the Art Collection comprises more than two thousand works of art many of which are exhibited on the metropolitan and regional campuses of La Trobe University. Works of art are lent to state and regional public galleries for specific purposes. The Collection is also an important research. Our exhibition, education and public programs aim to explore social, cultural and political themes creating a vital centre of research, teaching, interpretation and dialogue. Through these programs we seek to engage, educate, inspire and encourage.
The Museum also manages the University’s Art Collection. This collection, one of the most significant University collections in the country, charts the development of Australian art practice since the mid 1960s. Representing a breadth of media, significant works are held by artists including Rick Amor, Brook Andrew, Charles Blackman, Mike Brown, John Coburn, Leonard French, James Gleeson, Bill Henson, Petrina Hicks, George Johnson, Inge King, Robert Klippel, John Olsen, Julie Rrap, Mark Schaller, Matthew Sleeth, Darren Wardle, Fred Williams and Anne Zahalka. 1:brand company and competitive environment What is LUMA
Based on other well known Museums Research methodology:
In terms of the research methods, many of them have been used while trying to achieve my goal. Firstly, I’ve read a lot of books related to founding a business in order to analyze what will be found more successfully depending on these related theories. Besides, in order to get a clear idea about the customers’ needs, wants and demands and have some knowledge of certain experience that is possessed by some successful companies selling the same kind of product, diet food, I have visited some major websites at home and abroad and conducted a survey of customers and investigation into the market in Adelaide. Finally, methods of analysis and synthesis, contrast and comparison have been adopted in an effort to elaborate an effective business report. 2.Begin with a consideration of the marketing objectives, Aims for LUMA Complete site visit observation sheet Undertake a brand audit – Brand inventory
– Brand exploratory Use the CBBE model as the template Analyze and write up following sections in Subject Guide Present report in Business Report Format My philosophy Why art is important Educators and driving contemporary discourse Welcoming environment Drinking wine Enhance student experience Provide a space for art contemplation and education Social space Support teaching & learning and research Add to existing knowledge target market Public and Education Program Public lectures Artists floor-talks and in-conversations Education kits targeted towards senior secondary school students Targeted education programs for senior secondary school students Professional development for school teachers School holiday programs Target audience for LUMA University community Immediate external community Wider external arts community and general marketing strategy. What role does brand play? Conclude with a statement of brand positioning and values objectives Specifically Raise brand awareness Increase visitations Increase repeat visitations Increase associations of LUMA as an important part of university life at La Trobe
Foster lifelong integration of art into life Increase visitation Raise awareness of what we do
Make LUMA a leading brand 3:consider * brand awareness/ consumer knowledge *points of parity/difference *marketing support program *brand leveraging
*brand extensions(existing and future) Alignment with LTU aims and values LTU Art philosophy Community Engagement Marketing and promoting LTU Student Experience Support teaching & learning Support and be involved in research Student recruitment Promoting critical enquiry and lifelong learning Radical Progressive Limitations Location Visibility Facility Resources
Marketing
4.Summarize your analysis
5:Make recommendations |
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