Potential of the strategic planning system in the museum reserve

A modern museum must comply not only with established ideas (that is, perform traditional functions – ex-hibiting collections, their preservation, replenishment and scientif c study), but also be an ef ective tool to inf uence public opinion and the socio-economic environment. Museums create «their public» and «their environment.» In the past decade, many museums in the world have sought to explore the opinions of their visitors about perma-nent and temporary exhibitions, to anticipate large exhibition projects with small pilot expositions he results of so-ciological surveys in museums make it possible to be a mechanism that uses feedback between museum curators and museum visitors. The article presents a perspective point of view on the main activities of the museum-reserves, which has been expanded and become more complicated for the last years due to such areas as «development» and «management». The transition to the strategic planning system of the Russian museum system is possible only after improving the regulatory framework, especially in the aspects of regulating the activities of museums, as a specif c mechanism of managing the heritage. In the perspectives of the implementation of the described planning system, museums-reserves can become a catalyst of the social and economic development of the regions, activate public-private partnerships, and increase the museum’s attractiveness to visitors.