博物馆微博的内容分析及其作用初探——以新浪微博为例

The survey on the content of the museum＇s microblog and its applied value, with the ferences to sina microblog

微博对于博物馆的价值主要体现在传播效率和营销功能。在规模日益扩大的博物馆微博中，我们能够看到其中包含着大量的与展陈及活动相关的内容，并在普及文化、历史和科学知识方面发挥了一定的作用。博物馆微博向公众传达了哪些信息，其在博物馆的信息传播中发挥了怎样的作用，以及如何影响博物馆的实体工作，博物馆又是如何有效利用微博进行营销推广。本文以新浪微博为例，通过对微博内容和个案的分析，对这些问题进行了初步探讨。

Microblog plays a major role in improving transmission efficiency and manifesting its marketing functions for a museum~ The increasing volume of museum＇s microblog contains a lot of information related to the exhibitions and activities in a museum, which has the advantages for diffusing information on culture, history and science to public to a certain extent. It is meaningful to know that what kind of information from museum to the public is through the microblog, how the microblog serves in communication with public in a museum, how the microblog affects in actual operation in a museum and how the microblog affect museum marketing. To do on these statements by means of case analysis of microblog based on the preliminary survey in the website of sina, the above questions are discussed.