市场营销-“互联网+”视角下博物馆的营销策略研究——以深圳博物馆为例论文.docx

“互联网+”视角下博物馆的营销策略研究 ——以深圳博物馆为例 【摘要】博物馆作为文化传播的载体，在很长一段时间里都发挥着不可替代的作用。21世纪以来，由于第三次科技革命的向前推进，互联网经济开始迅速发展，使得博物馆这种实体的、传统的文化传播工具地位逐渐降低。如何借助互联网之风，借助“互联网+”大背景进行自身的创新与发展，成了各大博物馆的发展机遇。纵观当前广东省各地的博物馆，多以小型馆为主，场所定位和功能性质也有模糊之处，主题不明确，特色不突出，信息不完整，功能不健全。综合性、权威性、主导性的大型文化博物馆更是付之阙如。在参考了国内外著名博物馆的商业模式、研究了互联网时代博物馆的营销方式后，本文以深圳博物馆为例，通过调研深圳博物馆的盈利模式、发展模式和互联网技术在博物馆行业的相关应用，总结了深圳博物馆在“互联网+”商业模式下的机遇与挑战，并为深圳博物馆今后的发展提出建设性意见。 【关键词】博物馆；营销策略；互联网+；商业模式 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。 Research on the Marketing Strategy of Museums from the Perspective of “Internet +”——Taking Shenzhen Museum as an Example [Abstract] As a carrier of cultural dissemination, museums have played an irreplaceable role for a long time. Since the 21st century, due to the advancement of the third scientific and technological revolution, the Internet economy has begun to develop rapidly, which has gradually reduced the status of museums as an entity and traditional cultural communication tool. How to take advantage of the Internet wind and the Internet + background to carry out its own innovation and development has become a development opportunity for major museums. The theme is not clear, the features are not prominent, the information is incomplete, and the functions are not perfect. The comprehensive, authoritative and dominant large-scale cultural museum is even more so. After referring to the business models of well-known museums at home and abroad, and studying the marketing methods of Internet-era museums, this article takes the Shenzhen Museum as an example, by investigating the Shenzhen Museums profit model, development model and related applications of Internet technology in the museum industry, it summarizes Opportunities and challenges of Shenzhen Museum under the Internet + business model, and put forward constructive suggestions for the future development of Shenzhen Museum. [Keywords] Museum Marketing Strategy Internet Business Model 目 录 TOC \o 1-3 \h \z \u 1 前言 1 1.1 研究