上海科技馆发展会员的探索与实践

Practice on membership in Shanghai Science ＆ Technology Museum

博物馆发展会员在国外已经非常成熟，而我国的博物馆会员制度尚处于起步阶段。本文综述分析了国内外7个不同类型博物馆会员的特点，发现其类型、权益设计科学合理，已经成为博物馆整合营销的有机组成部分。无论是在免费还是收费开放的博物馆内，会员都对博物馆的资金筹措和社会影响产生了积极的作用。上海科技馆将“培育忠诚观众”作为发展会员的首要目的，首期推出了最基本的三种普通会员和相应的服务体系设计，旨在以此促进科技馆各方面的运行管理水平。一年多的会员实践对日常运行的促进已经显现，而会员的类型及其权益的设计、相父活动策划、会员关系管理等方面仍然需要从科技馆整体营销的角度加以改进，尤其在博物馆免票的趋势下，博物馆会员的存在价值及其必要性面临挑战，需要寻找一套适应新形势的博物馆会员的运营和管理模式。

Membership in mature museums abroad is quite popular, while it is still in the earlier stage in China. This article compares different memberships in seven famous museums, which reveals that membership in these museums has already become a part of museum＇s marketing strategy. It has positive impacts on museum＇s fundraising and social influence both in charge and free in charge museums.It is the main purpose to develop museum loyal visitors and to promote relevant museum services for SSTM to practice the membership. Three basic types of membership have been designed in the first phase. The positive ef{ects of membership to the daily operation level of SSTM has been coming out, but several aspects still need to be improved, such as membership designing for types and relevant rights, member activities and data analysis and management. Museum membership should be integrated into museum＇s overall marketing strategy, under the tendency of free admission of government run museums in China. The value and necessity of museum membership is challenged and museums in China have to find out different ways to operate the membership in the new situation.