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分析了当前中国博物馆经营困境及其成因,对公益性质的博物馆概念进行了简要的说明;在此基础上,论证了博物馆引入“广告营销”的必要性和可行性,并结合国内外博物馆的经营状况对其广告营销的发展趋势进行探析。
Based on the analysis, the necessity and feasibility of the introduction of “advertising and marketing ” in museums are expounded. In combination with the museums at home and abroad The operating status of its advertising marketing trends to explore.