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论文编号：	711
作者编号：	2120062083
上传时间：	2008/6/20 13:19:56
中文题目：	博物馆旅游的营销策略研究
英文题目：	Research on Marketing Strategy
指导老师：	徐虹
中文关键字：	博物馆旅游;文化产业;非营利组织
英文关键字：	Museum Tourism;Cultural Indust
中文摘要：	随着我国经济的迅速发展，人们的物质生活和文化水平都得到了较大的提高，面对这样的形势，我们应当意识到人民群众的文化消费需求也较过去要高得多。这体现在旅游活动中则表现为游客期望参与更有深度和文化内涵的旅游活动。与此同时，国家也正大力提倡发展文化产业，试图满足人民群众日益增长的文化生活需要。而博物馆旅游作为文化产业的重要组成部分，不仅满足了游客对于文化旅游产品的需求，同时，也有助于促进整个国民经济与精神文明建设的协调发展。 但是我国多数博物馆却由于展览陈列固化、缺乏创新、工作人员服务不规范、宣传力度跟不上等一系列因素的影响，基本上没有任何发展，长期处于闲置的状态，没有发挥出其应有的功效。 鉴于人们的日益增长的文化需求与博物馆现存的诸多问题，以及国家下发博物馆免费开放政策后所带来的一些亟待解决的负面影响，作者制定了5Ps的博物馆旅游营销策略，鼓励其开展博物馆旅游，吸引更多的游客走进博物馆，促进博物馆实现自己的社会目标，实现自身的可持续发展。 本文一共分为四章。绪论部分就博物馆旅游的选题背景、理论意义、实践意义以及相关理论和本文框架进行了阐述。 第二章主要介绍了博物馆旅游、文化产业以及非营利组织营销的理论，为后文中营销策略的提出奠定了理论基础。 第三章总结了国内外博物馆旅游的现状，并针对这些现状设计了一份调查问卷。笔者通过问卷调查的数据分析，总结了现在博物馆旅游中存在的问题，为后文营销策略的提出提供实践依据。 第四章在结合前文的理论基础与实践依据的前提下，设计了针对非营利组织的5Ps营销策略，以便帮助博物馆解决现存的问题，吸引更多游客走进博物馆，满足游客的文化需求，同时，也谋求博物馆自身更加长远的发展。 最后一部分是本文的主要结论以及指出需要进一步探索研究的问题。
英文摘要：	With the rapid development of Chinese economy, the people’s living standard and literacy have been much promoted. In this situation we should be conscious that people’s demand of cultural consumption is much higher than before. In tourism activity，this is represented that tourists expect to participate in the tourism activity with more profundity and cultural connotation. In order to meet the growing cultural life of people, our nation is calling for the development of cultural industry in the meantime. And as an important part of cultural industry, the museum tourism not only satisfies the demand of tourists to the cultural tourism product, but also promotes the harmonious development of the entire country’s economy and spiritual civilization construction. However, for the reasons of exhibition display immovability, lack of innovation, nonstandard personnel service, lack of propaganda and etc, most museums basically have no development; they are not in use for a long time and have not exerted the effect they should have. This thesis aims at the growing cultural demand of people and the problems existing in the museum, enacts the 5Ps’ museum tourism marketing strategy. This strategy encourages the development of museum tourism and attracts more tourists to walk into museum. In this way the social target and sustained development of museum can be realized. The thesis consists of four chapters. The first chapter is introduction, which expatiates on the background of the subject, the academic and practical significance, the relative theory and the framework of the thesis. The second chapter mainly introduces the theories of museum tourism, cultural industry and non-profit organization marketing. It is the theoretical foundation of the marketing strategy putted forward in the chapters below. The third chapter concludes the present situation of museum tourism in the world. A questionnaire is designed according to the present situation. Based on the questionnaire analysis the author concludes the existing problems in museum tourism, which provides practical basis for the marketing strategy putted forward in the chapters below. The fourth chapter designs the 5Ps’ marketing strategy aiming to non-profit organization. It helps to solve the existing problems of museum, attracts more tourists to walk into museum and satisfies their cultural demand. In the meantime it searches for the long-term development of museum. The last chapter concludes the thesis and indicates the problems still needed to be probed.
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