基于品牌资产的博物馆培训项目实践与分析研究——以国际博协培训中心为例  

The Practice and Analysis of Museum Training Programmes based on Brand Equity--A Case Study of ICOM International Training Centre for Museum Studies

作　　者：姜倩倩 Jiang Qianqian

机构地区：[1]故宫博物院,北京100009

出　　处：《文博》2020年第2期94-98,共5页

摘　　要：博物馆培训项目是加强博物馆人员能力建设的有效途径,其品牌建设关系项目吸引力、口碑与可持续发展。国际博协培训中心自成立以来坚持开展品牌建设工作。依据品牌资产理论,即将受众对品牌的感受和评价作为品牌建设的核心,该项目品牌建设工作经历了建立品牌识别、构建品牌含义、产生品牌响应和缔结品牌关系四个逐步进行的阶段。通过六年多的品牌建设工作,国际博协培训中心在国内外博物馆界建立了良好的品牌形象、积极的品牌效应和广泛的品牌影响。Museum training is an effective way of enhancing museum professionals’ capacity building. The branding of the training programmes affects their attraction, reputation and sustainable development. ICOM International Training Centre for Museum Studies(ICOM-ITC) has been building its brand since its establishment. Based on the theory of brand equity, that is, putting customers’ feelings and evaluation of the brand at the core, the ICOM-ITC has went through four successive procedures to build its brand: establishing recognition, creating meanings, eliciting responses and maintaining relationships. After six years of work, the ICOM-ITC has built a brand with a strong image, a positive effect and a wide influence in the museum field both at home and abroad.

关 键 词：品牌 国际博协培训中心 培训 博物馆 学员 

分 类 号：G261[历史地理—考古学及博物馆学]