Strateško planiranje marketinga u ustanovama kulture

Abstract

Social sciences / marketing

Kulturne ustanove koje žele da zadrže umetnicki kvalitet i koje se bave tkz. nekomercijalnim sadržajima suocavaju se danas sa brojim izazovima i iskušenjima. Naime, kulturne institucije danas posluju na tržištu koje ima svoje brojne zakonitosti i kojima moraju da se prilagode. Komercijalna preduzeca oduvek posluju na tržišnim osnovama i iza sebe imaju dugu tradiciju primene strateškog planiranja marketinga, dok sa druge strane kulturne ustanove bile su decenijama zašticene od pravila koje namece otvoreno tržište. Naime, savremeni principi poslovanja i dinamicno okruženje nametnulo je kulturnim ustanovama da prihvate i primene strateško planiranje marketinga ali i da ga prilagode sopstvenim potrebama i zakonitostima. Praksa je pokazala da ustanove koje nisu spremne da uce, da se prilagoavaju i da primenjuju strateško planiranje marketinga i integrisanu marketinšku komunikaciju gube ne samo publiku vec i sponzore i medijsku podršku. Drugim recima, u uslovima velike konkurencije i velikog izbora provoenja ogranicenog slobodnog vremena jedino strateško planiranje marketinga omogucuje opstanak na tržištu kulturnih proizvoda. Cilj ovog rada je da analizira koliko prihvatanje i primena strateškog planiranja marketinga i integrisane marketinške komunikacije može da doprinese uspehu i opstanku kulturnih ustanova u uslovima sve surovije borbe za izvorima finansiranja, medijske podrške i za stalnom publikom. Osnovni cilj je da se pokaže da kulturne ustanove mogu da zadrže svoj kulturni program, odnosno da ne moraju da odustanu od umetnickog kvaliteta, i da istovremeno dosegnu do svoje publike, medija i sponzora ukoliko kontinuirano planiraju svoje aktivnosti, u skladu sa svojom misijom i vizijom, i komuniciraju sa svojim ciljnim javnostima. Prednosti strateškog planiranja marketinga omogucava bolje razumevanje promena u okruženju, proaktivan odnos prema promenama, bolju koordinaciju aktivnosti, kvalitetniju komunikaciju izmeu zaposlenih i bolju organizovanost. U cilju dokazivanja da strateško planiranje marketinga utice na opstanak kulturnih ustanova sistematski je prikazana i analizirana materija iz domacih i inostranih izvora, uz analizu pozitivnih primera iz prakse. Pored toga sprovedeno je i sopstveno eksperimentalno istraživanje koje je obuhvatilo dve fokus grupe (sa zaposlenima u Institutu Servantes u Beogradu i posetiocima pomenute ustanove) i anketu koje je imalo za cilj da pokaže koji sve parametri, pored kvalitenog umetnickog programa, uticu na posetu i zadovoljstvo publike. I teorijsko i empirijsko istraživanje potvrdili su osnovnu hipotezu da strateško planiranje marketinga omogucava pozicioniranje i opstanak kulturnih ustanova i obezbeuje dobru reputaciju i imidž. Takoe, potvrene su i izvedene hipoteze da važan deo strateškog planiranja marketinga cine integrisane marketinške komunikacije koje imaju znacajnu ulogu u povecanju svesti o kulturnim institucijama. Strateško planiranje marketiga obezbeuje kreiranje jakog brenda institucije kulture. U pozicioniranju imidža u odnosu na okruženje, tako da brend bude prepoznatljiv i prihvacen na pozitivan nacin najvecu ulogu imaju aktivnosti odnosa s javnošcu. Na osnovu dobijenih rezultata izvedene su osnovne preporuke kulturnim ustanovama o primeni strateškog planiranja marketinga i integrisane marketinške komunikacije u kulturnim ustanovama.

Cultural institutions that want to maintain the artistic quality and dealing with so-called non-commercial facilities are faced today with a number of challenges and temptations. The cultural institutions today operate in a market that has its numerous legality to which they need to adhere. Commercial companies always operate according to market principles and stand behind a long tradition of applying the strategic planning of marketing; and on the other hand cultural institutions were protected for decades by the rules imposed by the open market. The modern business principles and dynamic environment have imposed on cultural institutions to adopt and implement strategic marketing planning as well as to adapt it to their own needs and patterns. Practice has shown that institutions that are not willing to learn, adapt and apply strategic marketing planning and integrated marketing communications, are more likely to lose, not only the audience but also the sponsors and media support. In other words, under conditions of high competition and a large selection of conducting limited free time only strategic marketing planning allows for survival in the market of cultural products. The aim of this paper is to analyze how the adoption and implementation of strategic planning and marketing, with integrated marketing communications can contribute to the success and survival of cultural institutions in an increasingly harsher struggle for funding, media support and the constant audience. The main goal is to show that cultural institutions can retain its cultural program, meaning that they do not have to give up on artistic quality; still being able to reach their audience, media and sponsors, with continuos plan of their activities, and all in the accordance with its mission, vision and communication with their target audiences. Benefits of Strategic Planning Marketing allows a better understanding of changes in the environment, proactive attitude towards change, better coordination, better communication between employees and better organization. In order to prove that the strategic marketing planning affects the survival of cultural institutions, this paper systematically presents and analyse material from both domestic and foreign resources, including analysis of positive examples from practice. In order to test the hypothesis, experimental research was conducted that included two focus groups (with employees at the Cervantes Institute in Belgrade and visitors to the institutions mentioned), and a survey which aimed to show that all parameters, beside the artistic quality of the program, together with the impact and visitors satisfaction played significant role. Both the theoretical and empirical study confirmed the hypothesis that the strategic marketing planning allows positioning and survival of cultural institutions, thus providing good reputation and image. Also it did confirm the derived hypothesis that an important part of the strategic planning of marketing is integrated marketing communications, which plays crucial role in increasing awareness of the cultural institutions. The Strategic planning of marketing, is able to create a strong brand for cultural institutions. In the positioning of the brand image in relation to its environment as well as its acceptance and recognition, the biggest role is handed to public relations.