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s many education and public programs while trying to make more and more people have access to the works of art. In conclusion, the museum should try to raise the brand awareness and be expected to see a significant Increase in visitations and repeat visitations. As an important part of university life at La Trobe University, LUMA should Increase associations of LUMA and make good use of opportunities to the advantage to foster lifelong integration of art into life.

The target market and target audience for LUMA 

Based on market segmentation theory, a market is divided into segments according to customers' needs and interests and social status and purchasing ability. Every organization chooses to serve a segment of the market and that segment is called its target market or target audience. La Trobe is believed to be particularly strong in the area of arts and has claimed that art and culture are important part of the university life.  As an integral part of the La Trobe University, the La Trobe University Museum of Art should regard as major target audience the university community including the university students, the university staff and faculties and the university art researchers and try to get more students to be interested in and get more knowledge of arts. Besides the university community, many art lovers, appreciators and researchers visit the museum because it can offer them what they need and interest them in their appreciations or art researchers. Apart from these two kinds of visitors, the external non-art community should also be taken into consideration when the museum indentifies the target audience because the museum houses the valuable cultural heritage of human race. Museums should function as a window for the public to know about the human cultural fine points in the past and be the places where the public enjoy the civilization and drew the spiritual food. Therefore, the external arts and non-art communities should also be considered the target audience by the La Trobe University Museum of Art. In order to reach the target audience, the museum must emphasize the brand construction and make itself a leading brand. 

Brand positioning

After the identification of the target audience, there is a great need to do the brand positioning. Brand positioning is the identification of perceptions, ideas and emotions customers have for the product or service compared with competing products and how the customers perceive the product or service. Brand positioning is the core link of brand construction with the aim to attract more customers and generate more economic or social benefits by establishing a product or service that is distinct from its competing products. In brand positioning, an organization positions its brand and identifies what strengths it has compared with its competing brands. Through brand positioning, an organization can be clear about its advantages and bring the advantages into full display. Museums should position its brand based on cultural preferences and brand personality with the view to establish a museum brand image that has distinct characteristics that distinguish it from the competing museums. By doing so, museums can attract more visitors. The La Trobe University Museum of art should position the products and identify its unique and creative name, logo, advertising message本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。