建筑为媒——古根海姆博物馆的品牌营销策略  

ARCHITECTURE AS MEDIA:THE BRAND MARKETING STRATEGIES OF GUGGENHEIM MUSEUMS

作　　者：张婷[1] 

机构地区：[1]清华大学建筑学院

出　　处：《世界建筑》2010年第3期127-131,共5页World Architecture

摘　　要：古根海姆是全球唯一的私人连锁博物馆机构,也是世界上发展最快、影响力最大的博物馆之一。它的成名与其成功的品牌策略有着密不可分的关系。本文指出建筑是古根海姆重要资本,通过对古根海姆建馆以来的所有已建和未建项目的回顾,总结并分析了古根海姆以建筑为媒介进行品牌营销的具体策略,提出其现象和影响值得进一步的研究和关注。Guggenheim museum is the only private museum in the planet that performs chain operation. It is also one of the worl‘ds best known and fastest growing museum institutions. The museums’ fame is an outcome of its successful brand marketing which employs architecture as an essential media. The paper gives a complete review of the Guggenheim projects including the built and unbuilt. Then, it concludes the Guggenheim architectural strategies and analyzes how they promote the brand. In the end, this paper puts forward further studies of the phenomena and its impacts.

关 键 词：古根海姆 博物馆建筑 品牌营销 

分 类 号：TU242.5[建筑科学—建筑设计及理论]