The National Museum of Singapore is a national museum in Singapore and the oldest museum in Singapore. Its history dates back to 1849 when it was started as a section of a library at Singapore Institution. After several relocations, the Museum was relocated to its permanent site at Stamford Road at the Museum Planning Area in 1887. The Museum is one of the four national museums in the country, the other three being the two Asian Civilisations Museums at Empress Place Building and Old Tao Nan School, and the Singapore Art Museum.
The museum focuses on exhibits related to the history of Singapore. The Museum was named the National Museum of Singapore in 1965. For a brief period between 1993 and March 2006, it was known as the Singapore History Museum, before reverting back to its previous name. The Museum underwent a three-and-a-half-year restoration and reopened on December 2, 2006, with the Singapore History Gallery opening on December 8 of the same year. S. W. O. T Matrix Now,we will make SWOT matrix clear that you could know about the museum better.
The S. W. O. T. nalysis for the National Museum of Singapore is what gives the viewer the information to easily see what is wrong and isn’t wrong with the museum, while providing information on possibilities the museum can capitalize on and what threats could harm the museum. The strengths were not hard to identify. I identified four different ones:For schools programmes,cinematheque, host of traveling exhibits (Singapore History Gallery, Singapore Living Galleries – Photography ), host of special events(The Wedding Dress – A Curator’s Tour, Unfortunate Lives, Kiasu Times: Comic Books as Windows into Singapore of the 1980s and 1990s).
I would like to talk about the schools programmes for student. In 2012, we introduce new programmes and exhibitions that will directly encourage students and young adults to understand and appreciate Singapore’s history and heritage. We want students to be meaningfully engaged, inspired and for them to participate in sharing our history and culture with others. This is why we have put together exciting new programmes, such as our specialised filmmaking and photography workshops, which designed to give students and young adults a means to document the past and a platform to voice their ideas.
We hope that students will realise that history is all around us and that we can learn and understand Singapore’s history in a variety of ways. All of these are huge postives for the national museum that can be capitalized on if done properly. The museum’s weakness is what they should pay attention to the most. It is what they should really try and correct to potentially bring in new visitors and more money. First and foremost, membership and visits are declining. It is because the people is popularity of the Internet which can provide a lot of massage.
Also,the people who has a lack of free time as a result of longer work hours,or leading to reduced cultural awareness within the Singapore public. This is huge, because this means less money to work with on campaigns which are the one of event can attract people. If there are not special exhibition for people,they could not get information about museum, and then it means people are losing interest in their “product”. If people don’t see a need for your “product” then they won’t pay any attention to you.
Secondly, the newer generations are uninterested and one of the biggest reasons is because knowledge on the child’s world is limited. The only high level educated people know are the famous events about history. People need to be more educated on more history and newer events for them to even be able to get remotely interested. That will be the biggest challenge. Finally, the third weakness I identified is the museum’s marketing. It seems as almost there is no marketing done expect for light post banners, and that doesn’t really grab people’s attention.
They need to really ramp up these efforts. Also,there are not tour guide in the museum,and this is a problem to the people. Specially,the people who are the tourists. They will not understand how to visit museum. Also,the opportunities are important part in the museum. Fistly,the museum could strengthen of the international partner contacts. For instance,the national museum where consists of histories and cultures from India and China. Thus,they can cooperation with these two countries,and interchange the exhibits. The new exhibition may attract more visitors.
Setting program that likely Youth Leadership Development:If you believe in the potential of young people to contribute to their neighborhoods and promote values of inclusion and responsibility, then sponsor a leadership development program that will help equip them for a lifetime of achievement. The Museum offers various youth leadership programs, from its annual service learning process, to inter-cultural outreach and the Tools for Tolerance for Teens program. Finally,we may talk about threats in the museum. The National Museum has competitor in Singapore.
Likely the Art Museum which is the newer generations are interested and they will effect their family. So,the National Museum must grow tourist market competition,the company is able to attract younger people. In the other hand,the National Museum ought to constant increase of quality standards of tourist services. It is because that visitors are not familiar to the museum,so they want service for them. The museum can support docent for visitors. Docents are trained volunteers who present tours and educational programs to museum audiences.
They provide a valuable service to the museum community. By identifying the internal and external factors that affect the performance of the museum, the board and staff can then use this information to set institutional goals. The strategic initiatives that come out of the planning process become the roadmap the institution follows over a period of 3 to 5 years. The strategic plan provides a platform that influences all decision making and resource allocation. Target customers The National Museum Of Singapore want to find out about who their target customers are.
Thus we suggests that for museum the principal way of segmenting the market will be by demographic(which break down into age,gender,and education);geographic(that break down into local residents,and tourists);psychographic(which break down into life-style,and behaviours);school and so on. Demographic segmentation is the most commonly used of segmentation. And choice of age and gender segmentation will depend on the nature of the museum and on the museum’s own objectives. Segmentation by stage in life-cycle,which considers age and family composition,is probably one of the most useful segmentation variables for museums.
The needs parents with young children will differ markedly from older couples whose children have left home. Young families will require parents to take care of their children,also the young children do not have the patience to visit the museum and they will botherto go back home,and so on. However,an older family will have more time and a greater attention span,with demanda for more information and interaction with museum staff. On the other hand,the National Museum Of Singapore is likely to attract both men and women,because this museum has consist of many things.
While a museum which is keen to widen its appeal to elderly people will segment according to age. Education attainment can also be a significant segmentation sector,the more highly educated being more likely to visit museums. Geographic segmentation can be broken down into local residents,and tourists. The factors that will define the museum’s catchment area will be the distance that people are willing to travel to the museum and the time that it takes to travel that distance. People also want to known the culture and history of this country,so they had to get messages through national museum.
Psychographic segmentation can be broken down into life-style and behaviours. This two factors will define the people who would like to visit a peace place is likely trip a museum. And someone is liking the ancient cultural objects,they want to find the creative from the pass things. They also feel that they can see the ancient live through these scenes. School are the another segmentation in the marketing,since they offer the museum hard data. It is a simple process to locate schools and discover the number of children at each school. The country need residents remember their own culture and history.
So the students are one of the biggest part in the country. They had influent their family ,and may be in social. Above all,We may choose a main market targeting for museum. We choose the geographic segmentation,it is because that it contains a lot of parts of people. Also,there are many tourists in Singapore. This is very important part of people that we should attract they to visit our museum. In according with investigation result ,the tourists surge with 35% of the high growth rate from China. And the number of people was coming to 758,000 people.
They also said that there will be more and more chinese people come to Singapore. Thus,our market targeting main concerns about people who is from China. Product,Price,Place,Promotion Next, we are describe “4ps” of Singapore museum. Singapore’s museum marketing have very wide type. The “4 ps” including product, price ,place ,promotion. In the products , I think Singapore museum of the product is very rich. But other different is the customer is not buy their inside of products. I think the Singapore museum can sell some imitations at the nearby, though not genuine, but also can treat as memorial.
I think it was good. Also can let more customers know Singapore museum. In the price, Singapore museum is reasonable in the price . I think the museum was founded in Singapore should be more kinds of packages to let more people to join. In the place, Singapore museum around the traffic is very convenient, Mrt , bus also can. But sometimes will still be the heavy traffic. I think, they Can increase the size of the parking lot, effective management of traffic around, let more people convenient came to Singapore museum. In the promotion.
I think Singapore museums can to hold more activities, such as open and free at holidays. To attract more people to come to the different levels of Singapore museum, let more people know Singapore’s history. If want to design and include a marketing advertisement. I think they Can take some museum iconic products, and then make it giant posters or making a TV advertisement. Conclusion Singapore’s national museum is Singapore a national museum, is also the oldest museum of Singapore. Singapore museum in the unceasing and progress in revision. Many facilities has greatly improved in after maintenance.
The inside of the Singapore museum infrastructure is perfect. On display in the museum’s products have the very detailed explanation, can let visitors real understanding of the history of Singapore. Of course the museum also has a rest area and consumer area, Visitors also can rest and recreation. It has disabled channel , Can be easily disabled people more convenient to visit the museum on the inside of the products, Facilities are humanization. But The content of the museum is not very rich. Museum building style is diverse and very beautiful. In the museum near the decorations are culture atmosphere. The most important is very quiet in the museum, the environment is very clean, this should be other museum incomparable. Overall,I think the national museum can let people know Singapore’s.
References
http://keropokman. blogspot. sg/2008/07/national-museum-of-singapore-transforms. html http://www. themarriage. com/singapore/wedding-venues/national-museum http://www. uutuu. com/dest/gtopic/detail/845442/ http://www. pbase. com/pschia/image/73010782 http://www. nationalmuseum. sg/Page. aspx? id=123 http://www. nationalmuseum. sg/Cinematheque. aspx? id=19
