Creating Development Strategy of the Internet Project «In Museum»

The primary aim of this research is to create development strategy of Internet-portal “InMuseum”. The portal is provide Museum's online space of information and communication, that brings together experts from different areas of the Museum industry, providing them with productive interaction, professional communication and ability to share knowledge and experience. A feature of the portal is the uniqueness that creates the need to develop strategy to attract target audience and implement promising tools of monetization. The theoretical part of the work discusses the main characteristics of the Museum and exhibition spheres and study of the peculiarities of the creation and promotion information resources. The first Chapter discusses the theory and methodology of development strategy, which creates the framework of the final result. The analytical part of the work conducted study of the project internal and external environment (market analysis, competitive environment and main factors which have an impact on the further development of the portal). Also target audience analysis was conducted, which is based on the specifics of the project. The research methodology involves performing interviews with managers of museums in Moscow and St. Petersburg, with the aim of describing the basic needs and forms of interaction with other organizations. Additionally, as part of the work, the analysis of implementation ways of paid services was carried out. The result of the work is the strategy for the development of the Internet portal "InMuseum", which contains: goals, objectives, criteria for evaluation, promotion strategy, implementation model of service components and a description of the main risks. Development priorities: increase attendance of the portal and create the "expert" status of Museum and exhibition spheres. The results can be used to improve project activities.