浅析科普展览的营销策略——以浙江省科技馆为例

科技馆科普展览业务的开展很少与"营销"联系起来,并且不太关注观众(消费者)的切实需求。文章以浙江省科技馆科普展览业务运营状况为背景,通过问卷调查总结观众的消费特征,研究观众的消费心理和行为,找出影响观众参观科普展览的因素,发掘符合观众意愿的营销方式。以此来提升浙江省科技馆在社会中的影响力和经济层面上的可持续发展能力,从而为浙江省科技馆更好地服务于社会奠定坚实的基础。

Analysis of science exhibition marketing strategy--Take zhejiang science and technology museum for example

Science and technology museum seldom link the service with marketing,and they are also not very concerned about the consumer’s real needs.In this article,the author will set Zhejiang Science and Technology Museum’s exhibition service condition as the background,conclude the audience’s consumption feature and study their consumption mind and behavior through questionnaires,find out the factors which affect the audience’s visit and explore reasonable and popular marketing method,and make an effective marketing strategy so as to enhance Zhejiang Science and Technology Museum’s the influence in society and the sustainable development ability in the economic level,which leading to lay a solid foundation for Zhejiang Science and Technology Museum to better serve the society.