中国民营博物馆体验式网络营销研究

发布时间：2017-12-26 18:06

本文关键词：中国民营博物馆体验式网络营销研究　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国民营博物馆作为新形势下的新生事物,目前发展仍处于起步阶段,但已成为中国博物馆体系的重要一员。需要自负盈亏的中国民营博物馆,欲维持正常运营乃至获得收益,必然需要有效的营销模式做支撑。在互联网和互联网终端快速发展的背景下,博物馆开始利用网络营销不断扩大自身影响,以吸引更多的消费群体,因此,虚拟博物馆建设和创新越来越受到博物馆重视。本文旨在探索中国民营博物馆的营销对策,试图从中国民营博物馆体验式网络营销的角度出发,找到一条适合中国民营博物馆的新营销之路。本文认为,体验式网络营销对于中国民营博物馆来说,是一个符合消费者消费心理和消费需求的营销模式。中国民营博物馆运用体验式网络营销模式可帮助其节约营销成本、提升营销效果、扩大市场份额。对比其他营销模式,体验式网络营销具有全面体现顾客价值、营销方法和工具个性化以及风险等方面的优势,这些优势的发挥有助于提高中国民营博物馆的营销效果,扩大中国民营博物馆在博物馆行业中的市场份额。当然,中国民营博物馆体验式网路营销还存在一系列问题,这些问题主要表现为:目标市场定位缺乏精准性,体验平台缺乏互动性,营销方法和工具缺乏综合性,这些问题使得中国民营博物馆营销效果未到达预期目标。如何解决这些问题?本文认为,首先,要以体验用户为核心精准定位营销市场,这就要求民营博物馆研究影响体验用户行为的因素,进而精细设计顾客体验;其次,要以体验为手段加强网络营销互动性,注重互动内容设计和互动平台搭建以及反馈系统的运营;最后,要以体验用户为核心加强营销整合,利用6E模型,注重全面顾客体验。
[Abstract]:The private museum in China, as a new thing under the new situation, is still in its initial stage, but it has become an important member of the Chinese museum system. In order to maintain the normal operation and gain the income, the private museums in China need to be supported by effective marketing mode. In the context of the rapid development of Internet and Internet terminals, museums began to expand their influence by using online marketing to attract more consumer groups. Therefore, the construction and innovation of virtual museums are more and more valued by museums. The purpose of this paper is to explore the marketing strategies of Chinese private museums, and try to find a new marketing way suitable for Chinese private museums from the perspective of experiential network marketing of Chinese private museums. This paper holds that experiential network marketing is a marketing model which is consistent with consumer psychology and consumption demand for private museums in China. The use of experiential network marketing model in private museums in China can help them save the cost of marketing, improve the marketing effect and expand the market share. In contrast to other experiential marketing mode, network marketing has fully reflected the customer value, marketing methods and tools and personalized risk and other advantages, to develop these advantages is helpful to improve the China private museum marketing effect, expand the China private museum in the Museum of the industry's market share. Of course, Chinese private museum experience Internet marketing also has a series of problems, these problems are mainly as follows: lack of accurate market positioning, lack of interaction experience platform, marketing methods and tools for the lack of comprehensive, these problems make China private museum marketing effect does not reach the expected target. How to solve these problems? This paper argues that, first, to the user experience as the core of precise positioning of marketing factors, which requires the private museum experience influence on the behavior of users, and then the fine design of customer experience; secondly, to strengthen the network marketing experience as a means of interaction, interactive content design and interactive platform and feedback system the operation; finally, to strengthen the marketing integration to the user experience as the core, using the 6E model, pay attention to overall customer experience.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G269.2-F

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