作　　者： (林立杰）;

机构地区： 福州市博物馆文庙保管所,福建福州350011

出　　处： 《福建商学院学报》 2017年第4期57-62,共6页

摘　　要： 当今社会市场竞争异常激烈,公益性博物馆应该转变思路开拓创新,在满足最大社会效益的前提下,充分借鉴和运用现代营销理论,寻求一条适合博物馆发展的市场营销之路。当前博物馆普遍存在营销理念淡薄、缺乏目标市场精准分析、缺乏有效通畅的信息反馈等问题。对福州市博物馆的SWOT分析表明:博物馆应采取新媒体传播应用、与大中专院校合作、重视参观者的文化体验等营销手段,才能创造更大的社会效益,更好地服务社会。 As market competition is fierce today, public welfare museum should make innovation, meet the maximum social benefits, use modem marketing theory and seek a suitable way for the development of the museum. At present, there are many problems in museums, such as weak marketing concept, the lack of accurate analysis of the target market, the lack of effective information feedback. The SWOT analysis of Fuzhou City Museum demonstrates that the museum should adopt the new media communication, cooperate with the universities, and pay attention to visitors＇ cultural experience so as to create more social benefits and better serve the society.

关 键 词： 市场营销 博物馆 应用