I Masahiro Seimiya / 1978,2015a; 2016a 1 150 / 100 / 3 016 Winter / Dec. 2017 / No.414
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A Preliminary Essay about Museums Marketing Activities Masahiro Seimiya Museums have various characteristics to attract customers. This report is trying to apply the hypotheses of Seimiya(2015a; 2015b; 2016a; 2016b) to the museums` strategies and actions, which is about the Customer Ownership and the Autonomous and Proactive marketing, as referring some Museums Activities which do not depend on the museums collections. The Customer Ownership is the related concept of the Service Profit Chain, which has been established with customers. The author is proposing that Shikake (a device to promote) and Ba no Settei (the setting of the opportunity to promote) would be necessary in order to breed the Customer Ownership as referring some Museums Activities. And the author is also proposing that the Autonomous and Proactive marketing strategies and actions would play a valuable role to activate the competitive strategy when it is not superior in the view point of the resources. Because the Autonomous and Proactive marketing strategies and actions would become one of means of changing business domains and competitive rules. A Preliminary Essay about Museums Marketing Activities Masahiro Seimiya 031