我国博物馆营销策略初探

博物馆营销是指博物馆以走市场化的方式获得收益并将其返还到博物馆的硬件、软件建设中去,最后达到实现其工作目标和社会公益目标的管理过程。在实践过程中,博物馆可遵循市场营销理念,对市场进行STP分析,再结合博物馆公益性服务机构的性质,得出博物馆营销策略的基本操作内容,包括改变传统的展览思路、开发博物馆文化衍生品和经营博物馆商店以及拓宽融资渠道减少部分开支等。

On the Marketing Strategy of Chinese Museums

Museum marketing means museums earn money in commercial means and use the money on museum construction and environment promotion to realize its target for museum maintenance and public welfare.In practice,museums could apply the theory of marketing to make STP analysis of its market and combine the characters of museum to get basic operating rules for museum marketing,such as changing the traditional role as an exhibition venue,developing cultural deviations,running museum shops,widening financing channels,and cutting down part of expense.