0000000000255076
AUTHOR
Séverine Marteaux
L'évaluation de l'expérience de consommation : investigation autour de deux modèles alternatifs. Application dans le domaine culturel
International audience
La consommation culturelle change, les institutions s'adaptent
A conclusion is widely shared by the professionals of cultural sector: the consumers' motivations have changed and especially, their relation with the cultural products and services. This article seeks to analyse different trends applied to various fields of cultural sector (live shows, museums, cultural industries...) in order to improve the understanding of this "new" cultural audience. We define and illustrate each seven consumption orientations. Finally, we make evaluate each tendency by professionals of the cultural field.
Pour un enrichissement du concept de valeur dans le secteur culturel
In front of the disruptions which agitate the cultural activities, we have to seek to understand their impact on the marketing process of the cultural institutions. This description constitutes the starting point of managerial problems which will lead us to begin a thought around the value at the theoretical level. Two new tracks emerge from an in-depth reading of studies concerning this concept: the value from a dynamic point of view and the value attached to the place.
Quel marketing pour les entreprises culturelles européennes ou comment renouveler l'offre face à une consommation en mouvement ?
A conclusion is widely shared by the professionals of cultural sector: the consumers' motivations have changed and especially, their relation with the cultural products and services. This article seeks to analyse different trends applied to various fields of cultural sector (live shows, museums, cultural industries...) in order to improve the understanding of this "new" cultural audience. We define and illustrate each seven consumption orientations. Finally, we make evaluate each tendency by professionals of the cultural field.
Positionnement stratégique des entreprises culturelles : proposition d'enrichissement autour du concept de valeur
National audience; Cet article pose la question du positionnement stratégique des institutions culturelles. Si cette interrogation n'est pas nouvelle, elle mérite d'être à nouveau posée au regard des modifications que subit le secteur culturel à la fois du côté de l'offre et du côté de la demande. Dans cette optique nous envisagerons de nouvelles sources de différenciation possibles pour les institutions culturelles en mobilisant le concept de valeur. Une relecture des travaux autour de cette notion nous conduira à en proposer des extensions qui constitueront autant de voies de positionnement. Nous justifierons chacune de ces extensions et nous verrons quelles implications managériales cela…
Positioning strategies of cultural institutions : a renewal of the offer in the face of shifting consumer habits
One conclusion is widely shared by the practitioners in the cultural sector: consumer relations with cultural products and services have changed. This paper provides a trend marketing analysis of various areas (theatres and performing arts organizations, museums, cultural events, cultural industries, etc.) so as to better understand this “new” cultural consumer. Seven contemporary trends are examined. Each is defined and then illustrated by innovative offers from cultural organizations. Their appraisal by more than a hundred cultural-sector practitioners in France is presented.
Comment renouveler la stratégie marketing ? Quand le cinéma peut inspirer les stratèges.
Certains succes cinematographiques deviennent de veritables phenomenes de societe. Leur analyse offre de multiples pistes de reflexion concernant de nouvelles options de mise en relation de l'offre avec le marche.
Quand les institutions culturelles s'ouvrent au marketing sensoriel... et s'en défendent : enjeux et paradoxes
Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principal …
Les recommandations d'internautes comme source d'information. Quel impact sur les entrées des films au cinéma ?
International audience; Les techniques numériques de communication comme Internet amplifient et accélèrent les phénomènes de diffusion d'informations par échanges sociaux. L'objectif de cette recherche est d'analyser si, en conséquence, les stratégies de lancement d'un nouveau produit doivent être ajustées. Une analyse empirique portant sur le marché cinématographique est menée dans l'objectif de comparer les leviers classiques que sont les médias de masse et les critiques, par rapport aux recommandations d'internautes sur les résultats commerciaux des films. Les résultats montrent que ces trois variables ont une influence sur les entrées en salles. La promotion n'a pas d'effet sur les avis…
Museums, consumers, and on‐site experiences
PurposeOne conclusion is widely shared by professionals in the cultural sector: consumer motivations have changed and in particular their relations with cultural products and services. This paper seeks to analyze different trends applied to museums in order to improve the understanding of this “new” cultural audience.Design/methodology/approachFor this trend marketing analysis, seven consumer orientations have been identified (without claiming they are at all exhaustive) after an extended review over the shape of contemporary consumer habits. Besides, the authors wanted to know the opinion of the cultural managers. Each consumer orientation has been evaluated by taking a sample of French pr…