The morning began with a visit to the Suzhou Museum. This museum is argued to be one of the best museums located in China and consists of collections of significant Chinese works of art. The museum exhibits 4 permanent collections: Wu treasures, Wu pagoda relics, Wu arts and crafts, and Wu paintings and calligraphy primarily from the Ming and Qing Dynasty.
Mr Wei Baoxin informed us that in the past they charged an entrance fee to view the museums artefacts. However, upon the request of the government, they changed to a free entrance in 2008. This reduced their over 5 million RMB revenue to zero, but had a positive effect on the number of visitors. Mr. Wei Boaxin explained the logic behind this strategy was to increase the museums' audience. He told us that on an average day before the free admission they attracted an audience of 3,300 people. After a trial day of the free admission on the 18th May, 2006 they attracted an audience of 9,823 people in one day!
The museum undertakes a wide variety of marketing activities within China to promote their museum. Some of these activities include mass media, the internet, social educations activities, and welcome many volunteers. On behalf of Suzhou museum, books and culture products are made with the Suzhou museum logo on it to also help the promotion of the museum. Although they do not earn any profits from the admissions, the organisation of the museum's funds is supported by the government as well as donations that are made to the museum from the public.
Also in order to measure the effectiveness of their exhibitions, they have created questionnaires and have adjusted their exhibitions to match their audience's preferences in the past. We also learnt that Suzhou museum is also looking to increase the global presence by creating a partnership with museums in the U.S. and North Korea in which they trade exhibitions with one and other.
After the presentation, we were given a tour of the museum by Mr Wei's interpreter, and on the day, he acted as our guide and took us around the museum. As we learnt about the various artefacts, we were amazed by the history that was behind them. I believe that I can speak for everyone when I say that we were all highly impressed.
Our visit to the Suzhou museum was insightful and memorable. It was great for our group of Monash students to gain insight into how not-for-profit organisations such as the Suzhou museum create strategies and function in the Chinese and global market. We were extremely grateful for the time and effort that Mr. Wei Boaxin gave to us, and hope that Monash students will be able to experience this presentation in the future years to come. Thank you.
