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随着博物馆事业快速发展,如何持续地吸引更多的观众走进博物馆,已成了当前博物馆工作的重要内容之一。文章运用市场营销理论,通过调查研究博物馆的观众特征,深入分析观众的具体需求,并从博物馆的展览、教育、服务、文创等方面开展有针对性的营销活动,以进一步提高社会关注度和影响力,充分发挥博物馆的社会职能,履行博物馆的使命和责任。
With the rapid development of the museum, how to continuously attract more viewers into the museum has become an important part of the current museum work. The article uses marketing theory to investigate audiences’ characteristics of the museum through in-depth analysis of the audience’s specific needs and to carry out targeted marketing activities in the exhibition, education, service and cultural creation of the museum in order to further raise public awareness and Influence, give full play to the social functions of the museum, perform the mission and responsibility of the museum.