企业博物馆营销策略研究——以北京自来水博物馆为例

The Study on the Marketing Strategy of Enterprise Museums——Taking the Beijing Waterworks Museum as an Example

以资源基础理论为依据,利用营销4C与SWOT交叉分析法对北京自来水博物馆的现有资源进行了全方位的分析,提出自来水博物馆应以客户需求为中心,并在充分利用其核心资源的基础上,进一步发挥其外部环境优势,以促进北京自来水博物馆的不断发展,更大限度地满足客户的需求。

Based on resource-based theory,by means of 4 C＇s of Marketing Mix and SWOT Cross Analysis,the all-dimensional analyses focus on the present resources of Beijing Waterworks Museum. Then it is put forward that waterworks museum should center around customer＇s demands,and then on the basis of utilizing core resources fully,exploit the advantages of external environment further,in order to promote the continuous development of Beijing Waterworks Museum and satisfy the demands of customers to a greater extent.