基于观众视角的我国博物馆微信营销策略研究

我国博物馆应充分运用互联网、多媒体、新媒体等技术手段,使博物馆文化成果惠及更多受众,博物馆微信营销是完成该任务的有效手段之一。我国博物馆通过微信营销策略满足观众需求具有很强的实践性。专业化程度较高、功能较完善、社会作用较明显的96家国家一级博物馆中,有65家开通了微信公众号,但目前微信公众号存在基本内容不完整,功能不完善,内容更新频率低,宣传推广力度不够等问题。今后博物馆应根据自身情况,完善公众号的基本内容与功能,加快内容更新频率来保持目标用户的关注,多途径进行微信公众号的推广,凭借微信公众平台这个低成本的沟通渠道,为观众提供更加优质的服务。

WeChat Marketing Strategy of Chinese Museums:An Audience Research Perspective

Technological resolutions such as web, multimedia and new media are beneficial for muse?ums to share their cultural products with a broad audience and WeChat marketing is one of the effective tools to achieve the goal. WeChat proves to be practical in meeting the varied demands of audience. Among the ninety-six Level One museums in China, sixty-five have created their official WeChat accounts. Some of the institutional accounts, however, provide limited contents and functions with infrequent updating and achieve modest result in marketing. Museums are expected to provide more information and keep a more fre?quent update for their officialWeChat accounts to maintain a solid community of followersand to promote their accounts through various channels to increase followers. As a low-cost marketing tool, WeChat can be used by museums to better serve the public.