Dailės marketingo tyrimai

LTStraipsnyje siekiama remiantis Prancūzijos vadybininkų tyrimais, išanalizuoti dailės marketingo taikymo Lietuvos muziejų veikloje ypatybes ir problemas. Inovacinėse strategijose būtina įvertinti jau egzistuojančią patirtį ir suformuoti savo modelį, kur lokalinis kultūrinis identitetas susitiktų su naujomis komunikacinėmis technologijomis bei dailės muziejus taptų mėgiama, noriai lankoma, nuolat žadančia naują požiūrį į senąsias ir šiuolaikines vertybes erdve. Didelės reikšmės turi dailės marketingo specialistų įtraukimas į ekspozicijos konstravimą, atsižvelgiant į visus, ne tik muzeografinius, bet ir socio-ekonominius kintamuosius dydžius. Strateginis požiūris padidina lankymo programos veiksmingumą. Dailės marketingo požiūriu publikos ir kultūros institucijų santykiai darosi vis sudėtingesni, problemiškesni. Kultūrinio turizmo plėtra vis labiau atitolina lankytoją nuo tradicinio modelio, pagal kurį dailės muziejų lankytojai bendraudavo su kūriniais per išsilavinusios, eruditinės ir medituojančios asmenybės suvokimą (interiorizavimo modelis). Tuo pat metu pradedama abejoti požiūrio „stimulas-atsakymas“ tikslingumu. Įvairūs kintamieji dydžiai (dailės objektas, rinka, lankytojas, kainos ir t. t.) gali būti laikomi reikšmingais, kai objekto lankymo programa vertinama peržengiant siauro muzeografinio ir scenografinio požiūrio rėmus. Todėl dailės marketingo jokiu būdu negalima užmiršti formuojant globalinę teritorijos, šalies, ar atskiro miesto plėtros strategiją.

ENTransition to market economy stressed new management issues in all economic activities including art. Reestablishment of independence created conditions to handle the art heritage by the way of making management decisions based on knowledge of environment and trends of its changes and market research. Art marketing is a new issue in Lithuania, its applications are used very little. The article describes the foreign experience in this field focusing on French research of art marketing, its relationship to the practical activities of Galleries of Lithuanian Art Museums and other institutions. The article reflects eclectic efforts of art to compare marketing problems of Lithuanian and Western museums and searches for common issues. It is related to the wish to draw attention to art museums that are the small but significant part of the cultural system. However, their peculiarities stimulate new approaches to old and modern values. Having in mind the relationship between a visitor and a provider of services, such as art museums, monuments, it might be concluded that the supply very rarely meet requirements of a standard unit independent from clients. Usually the art object is presented for public in the simple way that encourages positive attitudes toward it. Moreover, its presentation should encourage visitors to understand their cultural and social identity (Uzzell, 1994). Sometimes it complicates the presentation or the reveal of its value. When attention to learning as much as possible is forgotten and the stress is put on the visitor's involvement into process and environment, the most important thing is to study the supply of services provided by the art museums or monuments.Then the challenge is to identify to which type of visitors belong people who design expositions and organise their visiting. In this case people who design expositions play very significant role. Strategic approach enlarges the number of visitors. The following issues that affect the number of visitors should be evaluated: technical - economic (art products, market, information technology); communication among visitors; programmes of visiting and their corrections; factors of competition (price, quality, time); quality of management, qualifications of managers. Having in mind marketing approach the relationship between public and cultural institutions becomes more and more complex. The development of cultural tourism removes visitors from the traditional model. According to that model privileged individuals communicate with art through understanding of extremely well educated persons. Doubts about expediency of "stimulation-answer" approach start at the same time. Various issues (art objects, market, visitors, price) are treated as very significant when evaluation of visiting programmes take broad areas. It is very important to pay attention to art marketing while developing global or national or regional development strategy. Different economic and management factors play important role in organising visits of art objects. A visitor at the same time is a consumer of cultural values (Gotesdjenė, 1992) carrying out implementation of cultural policy and research of art marketing.