结合日本经验论博物馆的营销策略

On Museums’ Marketing Strategies:Considerations Based on Experiences in Japan

新媒体发展日新月异,学会讲故事,拉近博物馆与社会公众的距离,采用必要的营销手段,是每个博物馆人都应思考的问题。通过梳理国外、国内有关博物馆营销的研究,从展览、讲解、社教、研学、衍生商品等多方面出发,结合日本等国内外博物馆的优秀营销方式,提出适宜的博物馆营销策略。

Given the rapid development of new media,every museum professional should consider how to tell stories,make museums closer to audiences and adopt necessary marketing means.By summarizing both Chinese and international studies on museum marketing,the paper draws on good marketing methods in Chinese and international institutions including those in Japan and suggests appropriate museum marketing strategies from the perspectives of exhibition,interpretation,social education,inquiry-based learning and creative products.