Business Informational technologies

It should be noted that the presence of this site allows us to talk about the formation of the image of both a separate museum and the entire museum sphere of the Republic of Belarus, and in some cases it is possible to consider the issue of branding the country as a single museum space. If we consider the economic aspect arising from the above, it can be noted that the site is a kind of guide for tourists on the territory of the Republic of Belarus. You can select andthe regional aspect, which allows us to talk about the activities of a separate museum within the framework of this site in advertising its goods and services (the name of the museum (local history, art) can be considered as a social marker in the minds of the consumer).In the context of implementing the policy of promoting cultural products and services of museum institutions, it is necessary to turn to another project - “Museums of Belarus together with BELKART” (museums.by).The project has become another attempt to combine the resource potential of museum institutions of the Republic of Belarus in the Internet space. The project, as the organizers note, “was created to popularize the museum business of the Republic of Belarus. The main objective of the project is to inform the public about the cultural heritage of the country”.Volunteers involved in the implementation of the project provide photo reports from various museums in the country. More than 130 photo reports have already been published, but the creators of the project plan to tell about each museum in Belarus through the history of those artifacts that form the basis of the museum fund. The information is structured into sections, each of which covers a particular material in detail. Thus, in the section “MUSEUMS OF BELARUS”, a potential user is invited to select a specific area and view information about museums that have already become objects of attention from the project volunteers. Information about the museum is presented in the form of a brief history of the museum itself with data on museum expositions and / or individual artifacts of particular interest, personal contact information. Of interest is the information obtained from the personal conversation of volunteers with museum staff, which is aimed at attracting attention and encouraging a potential visitor to certain actions (advertising psychology). The section "TOUR ROUTES" provides information about the already developed excursion routes and those objects that are proposed to be visited. The news section informs about promotions and / or events related both to a particular museum and to the entire museum sphere of the Republic of Belarus.The user of this site can leave a request to place his own photo essay. This helps to achieve a more complete understanding and successful interaction between museum professionals and visitors to this site - active consumers of museum products and services.For the further development of museum Internet projects, the work of N.V. Karelina “Using the Internet in Museum Marketing” is of interest, in which the author argues the need for cooperation between the resource potential of Belarusian museum institutions and the capabilities of specialized organizations of the republic and other countries to create projects on a global scale. The visitor of this virtual space will be able to get an idea of any historical era or famous person based on the exhibits collected here from the collections of various museums. For the Republic of Belarus, this is especially important, since most of our cultural artifacts are in the museum funds of Russia, Poland, Lithuania and other European countries.This kind of project will provide an opportunity to create effective communication mechanisms between the specialists of museum institutions. The well-established relationship would make it possible to adjust the plans, taking into account the general situation and the already existing structure of the museum network.An innovative form of presentation and promotion of the historical and cultural heritage of the country in general and the region in particular is the creation of virtual museums. The creation of such a museum will enable museums to rethink the mission of their own institution within the framework of the idea of ​​forming a single global museum space. A virtual museum can become a functional part of a real-life museum, which will help implement part of museum programs (for example, educational ones). The main task of a virtual museum is the concept of a new idea, an interesting project or a desire to show an existing museum exposition from a new side, previously unknown to the viewer. This virtual design technology will help solve pressing problems in the museum field: the reproduction of various collections, the complexity of the process of extracting or recreating the context, and so on.The author of the concept of rethinking the essence of the virtual museum, N. L. Selivanov, states: “The electronic interpretation of the museum is an opportunity for a holistic representation of the entire museum content, where both objects from the museum collection and the reconstruction of ideas about lost things and forms can coexist in a single environment”.The experience of work in this area in the Republic of Belarus is considered in the article by E. G. Astreiko “Belarusian Museum of the Virtual Prestatory”.One of the effective ways of positioning a museum institution, promoting its products and services is to generate its own website. A correctly chosen concept for the development of electronic interpretation will make it possible to establish a maximum connection with the communication space of the region and attract the attention of potential users. It is thanks to the website that the museum can advertise its products and form a positive image in the eyes of the public11. It is necessary that the visitor of the website has a clear idea ofthe specifics of the activities of a particular museum institution, of the forms and methods by which the transmission of the historical and cultural heritage reflected in museum expositions is carried out.Thanks to the site of its own generation, virtual users are given the opportunity to get acquainted with various information: the history of the museum institution and its staff, work schedule, historical and cultural heritage of the region, current and future areas of activity (both within the framework of regional and in the context of national cultural policy) , announcements of upcoming events (both on the basis of the museum and in the socio-cultural space of the region), as well as get information about the availability of personal pages of museums in social networks and much more.For our study, of interest is the official website of the state institution of culture "Svisloch Museum of History and Local Lore" (http://svisloch-museum.by), reflecting the result of cultural activities to preserve and popularize the historical and cultural heritage of the Svisloch district of the Grodno region The Republic of Belarus.Today, the cultural institution "Svisloch Museum of History and Local Lore" acts simultaneously as a socio-cultural institute, research and cultural and educational center.The structure of the museum's website is represented by the following sections: "About the Museum", "Expositions", "Historical and Cultural Heritage", "News", "Event Announcements", "Book an Excursion", "Services and Prices", "Museum of Yesterday and Today”, “Reviews”, “Admission Schedule”, “Institutional Achievements”, “Important Events of 2015”, “Important Events of 2016”, “Events for the Year of Culture”, “Contacts”, “Virtual Honor Board”.The museum administration takes into account the fact that electronic publications presented in sections should attract the attention of a wide audience, therefore they should be meaningful and informative. But at the same time, they should not give the reader a feeling of being loaded with dates and facts, and should not contain information that is not essential for the consumer of the museum's cultural goods and services. Particular attention should be paid to the synthesis of text and images, where the latter play the role of additional material.First of all, the museum's website invites the visitor to register electronically. This procedure is necessary to promptly notify the user about upcoming events; the opportunity to leave a review or comment on the news you like; keeping an interesting and important electronic publication for yourself.It should be noted that all sections of the website can be divided into 2 groups: organizational and administrative and informational and advertising.The first group includes sections "Contacts", "Schedule of admission", "Services and prices": information is provided on the geographical location of the museum in the city and possible types of communication; the schedule of work and the schedule of reception of citizens by the museum administration; services provided in this museum institution, and the price list. For the organization of excursion activities in the section "Registering for a tour", an application form for a group visit to this institution is provided.The presented sections are not difficult to design, but for the most successful perception of this information, which is key when the user chooses the services of this institution as preferable to similar ones, it is necessary to supplement the text information with appropriate images (image of the facade of the building, an interactive map (diagram) of the passage to the museum, availability of parking, etc.).Of interest are the sections "Reviews" and "Achievements of the institution", allowing users (primarily real ones) to leave feedback on the service level of the museum and form the image of the museum (thus generating interest in the museum among potential visitors); demonstrate their achievements in the field of quality of services provided. These sections can generate interest not only and not so much in the museum itself, but in a specific exposition or event.The second group includes sections that directly influence the visitor's consumer choice through a detailed description of the functional characteristics of services and products, as well as their consumer properties.The sections “About the Museum” and “Museum Yesterday and Today” provide information about the history of the formation and development of this institution, the main activities and characteristics of the museum fund itself. In order to position the cultural potential of the region, as well as to implement the marketing policy of promoting the cultural products and services of the museum, reflecting the cultural specifics of the region, forming among the public about the role and place of the museum in the implementation of regional cultural policy, the museum administration presented to the attention of visitors a video review “Svislach yes 1939". The latter plays the role of advertising the museum itself and demonstrates the results of the intellectual activity of its staff.The next important section that defines the face of a museum institution (image) is the presentation of the permanent exhibition. Specialists who create a museum website take into account that the presentation of a museum exposition is an important component of museum marketing in the struggle for consumer attention. Photographs and electronic publications of this section should reflect (broadcast) the historical and cultural heritage of the region through the presented museum expositions. Saturation with information material, as well as photo and video documents, creates a feeling of physical presence in the cultural space of the museum for the user. Unfortunately, on the website of the museum we are considering, in the "Expositions" section, brief textual information about the expositions themselves is published, and the number of images does not allow the visitor to get acquainted with its resource potential in more detail. This directly affects the productivity of the museum and the promotion of its own products and services. But at the same time, the information presented in the section "Historical and cultural heritage" reflects data on the historical and cultural objects of the Svisloch region (text information supplemented with photographs) included in the "State List of Historical and Cultural Values ​​of the Republic of Belarus" presented in the museum fund.The museum institution and its website are visited, as we have noted, primarily to choose a place to spend their leisure time and, therefore, the rule “enlighten while playing” becomes even more relevant. Developers should use all available interactive features of computer programs on the basis of which web sites are designed. One of the innovative ways to make visiting the museum's website informative and interesting is to travel through the halls of the museum in the form of a virtual tour or create a virtual museum.For successful positioning and promotion of products and services provided in this museum institution, the sections "News" and "Announcements of events" have been developed on the site. Here, the virtual user can get acquainted with various events held in this cultural institution and the socio-cultural space of the region: promotions, exhibitions, photo shoots, events and much more.It should be noted that, in accordance with Article No. 8 of the Code of the Republic of Belarus on Culture, one of the directions of state policy in the field of culture is “farmiravanne and development of kankurentnaga kulturnaga asyaroddzia”. This direction has a direct impact on the implementation of museum marketing in the museum, since the level of supply and demand for museum goods and services affects the formation of the institution's competitiveness in the regional market of goods and services.Because of this, the sections "Important events ... of the year" are of interest. The website user is offered to get acquainted with a retrospective analysis of the cultural activities of the museum in the socio-cultural space of the region. Demonstration of the resource potential of the museum through the creative achievements of its employees is the best advertisement and a way to improve the image of the institution in the consumer market.It is important to note the interactivity of the museum site, where feedback is actively used. Any virtual user registered on the site has the opportunity to leave reviews and comments, publish the information he likes on the pages of social networks. Thanks to this marketing technology, museum specialists and website developers have the opportunity to constantly improve the site.A. A. Stepanets, referring to the works of F. Virin, pays close attention to the concept of “viral marketing”, which has every right to claim to be one of the tools of marketing activity: “viral marketing is a marketing technique that uses existing social networks to increase awareness of brand/product/service”. It is the dissemination of information about the resource potential of the museum through personal pages on Facebook, Twitter, Google+ (and not only) that makes it possible to attract the attention of representatives of the youth environment, since it is this social group that is an active consumer of information content distributed on social networks.You can not ignore the issues of navigation and design. For the convenience of finding the necessary information on this website, easy-to-use navigation has been developed. And the design corresponds to the museum theme and attracts attention from the point of view of the aesthetic consideration of the color scheme.After analyzing the structure of the website of the state cultural institution "Svisloch Museum of History and Local Lore", it can be concluded that the positioning and popularization of the activities of the museum and, accordingly, the historical and cultural heritage of the region through products and services created as part of the creative activities of the staff are at a high level and is carried out in various ways and methods. It is important to note that information regarding the resource potential of this museum institution can be found on the Museums of Belarus website (museum.by). The pages of the project give a brief description of the museum fund, as well as the thematic areas of museum expositions.But for the successful functioning of museum marketing, the website of its own generation and the pages of museum Internet projects must be constantly updated and modernized in accordance with the relevance of the published information and the emergence of new information technologies. And in order to increase competitiveness and increase the level of attractiveness of goods and services of the administration of the Management Company "Svisloch Museum of History and Local Lore", it is necessary to take into account global trends that influence consumer behavior and the formation of his tastes.Specialists and representatives of museum institutions of the CIS countries, when evaluating museum websites, give preference not to the quality and variety of information provided, but to the professionalism of the development team. First of all, they pay attention to the information content and volume of this resource, the design of information presentation and ease of navigation, and so on. And specialists in the field of museology from European countries, as well as the United States, evaluate the consumer qualities of the product: materials for teachers, students and students of educational institutions; information for researchers of museum disciplines and disciplines of the socio-humanitarian block related to the thematic focus of museums; the presence of various kinds of multimedia, virtual tours, on-line shops and much more.To exchange experience in creating websites of your own generation, it is important to establishcommunication links between employees of various museum representative offices, which will undoubtedly increase the demand for the museum and its website as a source of information. The success of cultural institutions at the regional and republican levels depends on this.The language uniformity of the websites of museums, especially those operating in the region (which is also an advantage), is the main reason for the isolation of a museum institution from the world community, which significantly affects the promotion and positioning of their resource potential. Unfortunately, in our case, the developers are primarily focused on the residents of the Republic of Belarus. The main reason, in our opinion, is the lack of specialists who speak foreign languages ​​at a professional level, primarily English - the most popular language of communication in the Internet space.The introduction of modern information technologies in virtual museum marketing will undoubtedly lead to an increase in the level and quality of service for virtual users. After all, IT is the possibility of positioning products and services with the disclosure of their functional characteristics and the use of museum products in the educational, recreational activities of society in general and its social institutions in particular.Ideally, the visitor of the museum website should be able to go through detailed plans to the section of the exposition that interests him, get acquainted with the general view of the hall and use the Surround Video technology, which allows him to “look around” and “approach” the object of interest to him. The use of Surround Video is a well-thought-out marketing ploy: the image published on the site is usually of low resolution (and therefore poor quality), which is an advertisement for a museum product.In parallel with the website of the museum institution, it is possible to design a virtual museum that will contribute to the rethinking of the activities of a real museum institution. Positioning in the form of a virtual museum will provide an opportunity to better understand the content of the exposition of a museum institution and take a broader look at its historical and cultural context. By launching a virtual exhibition on the theme of a future exhibition, its creators will be able not only to hone their own idea, but also get some reaction from virtual visitors.Mobile technologies today are one of the main tools for disseminating information in the Internet space. Developers of museum websites need to take a step towards mastering the mobile version of the electronic interpretation of their institution. And the use of a QR code (from the English quick response - “quick response” - a matrix code) will increase the efficiency of obtaining the necessary information.Also important, in our opinion, is the creation of virtual stores that allow you to advertise the souvenirs of museums, thereby increasing the economic potential of the institution.The user of the global Internet is offered a huge amount of information, so you need to constantly remind the consumer about yourself and your offers, otherwise he will use the products and services of competitors. For the productive activity of the museum's marketing service, one should take into account global trends that influence consumer behavior through the formation of his tastes in relation to cultural goods and services offered by museums, in particular, the Svisloch Local History Museum.Today, the number of virtual users of various museum sites is not inferior to the number of real visitors to museum institutions. But, the Internet will never replace direct contact with a museum relic, but can only contribute to the desire to visit this cultural institution.The above express analysis of the activities of museum institutions in implementing the policy of promoting their cultural goods and services allows us to draw the following conclusions: the activities of the museums of the Republic of Belarus in the direction we have indicated above depend on the degree of integration of their resources into the worldwide global network, which allows them to maximally support (form) their image and, using modern marketing technologies, advertise the results of their activities, reflecting the cultural potential of the region. The process of promoting museum goods and services takes place taking into account the interaction of all elements of the marketing, advertising and Public Relations complex, therefore, the attention of the employees of museum institutions in general and the cultural institution "Svisloch Museum of Local Lore" is paid to the qualitative and quantitative characteristics of information about their services and products placed both on websites of their own generation, and as part of the creation of Internet projects, which, in turn, help to attract attention from the public (potential clients) to the museum's activities and its resources.ConclusionTherefore, we can summarize the following results of the course work.Social networks are a very new phenomenon within marketing communications, which is quite difficult to evaluate properly, since its development is currently taking place. Consequently, the competent and effective promotion of various brands will depend not only on their specifics, but also on the ability of organizations to build on existing theory, follow the trends and innovations of the sites and introduce them into their business in a timely manner.The main functions of long-term branding on the Internet and the result to which the efforts of all online business owners should be directed are as follows:- increasing the degree of commitment of the recipient to the brand by including it in the development process of an interesting Internet project;- increasing the degree of awareness of recipients about all the components of the promoted brand with the help of coverage in the network media of the activities of a certain Internet project;- strengthening the recipient's confidence in the quality of the trade brand, organizing interactive communication between buyers and employees;- creation and stabilization of the brand through joint actions with characters known to the Internet community.When solving the main problems, the cooperation between the authorities, society and media enterprises comes down to mutual interest in building a civil society that takes an active position on key issues. At the same time, the relationship between the authorities and media enterprises can only be built on partnership, mutually acceptable principles. Also, the government should take into account that it cannot do without a system of informing the population about its activities.The settlement of these issues will make it possible to transfer the main aspects of its activity into an exclusively social and economic channel. This will significantly increase the level of healthy competition in the market, which is what most media enterprises currently need due to the gradual decline in demand for most types of media products and, above all, printed media products.List of referencesOn the procedure for covering the activities of regional authorities in the state media: Feder. Law No. 7 of January 13, 1995 (as amended on May 12, 2009).About mass media: feder. 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