社会化媒体营销在科技馆中的应用研究—互联网思维下的科技馆发展策略

发布时间：2018-01-24 16:19

本文关键词： 新媒体营销互联网科技馆科学传播果壳网　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网及相关通信信息技术的不断发展与成熟,人们的生活方式以及行为习惯也随之发生了巨大的变化。亿万网民共同缔造出这个强大的互联网市场,然而,科学传播机构却在这个领域远远落后与互联网企业。科学传播在理论上应该迅速填补这一领域的空缺,抓住机遇,适应新时代的需求。智能移动终端的普及使其成为了新时代科学传播的最佳载体。对于正在筹建中的湖北省科技馆来说,这是一个全新的领域,在今后的展教活动中需要对这些新的思维方法加以运用总结和应用。本文采用文献研究法,个案分析法和参与式观察法对新媒体运营方法进行分析,用分析结果指导湖北省科技馆的未来策略。本文旨在研究互联网环境下的新媒体营销在湖北省科技馆未来建设中的应用。从用户体验视角出发,以果壳网为个案研究对象,对果壳的新媒体科学传播活动进行总结分析,对用户的行为习惯进行分析。观众对科学知识有刚性需求,但在推广和普及应用中,互联网的媒介优势和价值并没有被充分挖掘和利用。湖北省科技馆作为一个地域特征明显的场所和公共设施,有空间优势,同样也有地域限制,基于这些特征湖北省科技馆可以充分利用新媒体的平台和推广方法,将之运用于科技馆,二者相互融合,扬长避短地将优势发挥出来,达到科普的目的。本研究分析了未来科技馆的发展趋势,通过整理网络资料、文献资料以及实地调研互联网企业,并重点分析互联网科普的成功案例果壳网,总结果壳成功的方式方法和思维,从而针对湖北省科技馆提出了宏观,中观和微观层面的策略方向。
[Abstract]:With the continuous development and maturity of the Internet and related communication information technology, people's lifestyle and behavior habits have also undergone tremendous changes. Hundreds of millions of Internet users jointly create this powerful Internet market. However, science communication institutions lag far behind Internet enterprises in this field. In theory, science communication should fill the gap in this field quickly and seize the opportunity. To meet the needs of the new era. The popularity of intelligent mobile terminals has become the best carrier of science communication in the new era. For the Hubei Science and Technology Museum, which is under construction, this is a new field. In the future, it is necessary to summarize and apply these new thinking methods. This paper uses literature research method, case analysis method and participatory observation method to analyze the new media operation method. The purpose of this paper is to study the application of new media marketing in the future construction of Hubei Science and Technology Museum from the perspective of user experience. Taking the shell net as the case study object, this paper summarizes and analyzes the new media science communication activities of the fruit shell, and analyzes the behavior habits of the users. The audience has a rigid demand for scientific knowledge, but it is used in the popularization and popularization. The media advantage and value of the Internet has not been fully exploited and utilized. As a place and public facilities with obvious regional characteristics, Hubei Science and Technology Museum has both spatial advantages and regional limitations. Based on these characteristics, Hubei Science and Technology Museum can make full use of the new media platform and promotion methods, and apply it to the Science and Technology Museum. To achieve the purpose of science popularization. This study analyzed the development trend of the future science and technology museum, through collating the network information, literature and field investigation of Internet enterprises, and focused on the analysis of successful cases of Internet science. This paper summarizes the successful way and thinking of fruit shell, and puts forward the strategy direction of macro, meso and micro level aiming at Hubei Science and Technology Museum.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G322;G206-F

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