科技馆商业化短期展览运营优化研究——以中国科技馆为例  

Research on optimizing the commercial short term exhibition operations of science and technology museums:A case study of China Science and Technology Museum

作　　者：王珊珊[1] 樊庆[1] 贾斯瑾 陈少虞 Wang Shanshan;Fan Qing;Jia Sijin;Chen Shaoyu(China Science and Technology Museum,Beijing 100101,China)

机构地区：[1]中国科学技术馆,北京100101

出　　处：《今日科苑》2023年第8期54-64,共11页Modern Science

摘　　要：本文以中国科技馆“Hz行动——无线电主题打卡闯关特展”为例,通过调查的方法,对展览的观众画像、观众参观特征、观众评价与反馈等情况进行了数据分析,从中获取了观众对于此类商业化展览的需求和关注重点,进而提出了以展览设计为核心,激发展览吸引力;以市场为导向,优化展览资源配置并合理定价;以传播为抓手,拓展多样化媒体宣推渠道的科技馆商业化短期展览运营优化策略。The study is based on the commercial short-term exhibitions——"the Hz Action-Special Exhibition of Radio Theme"of China Science and Technology Museum.According to the the audience survey for the exhibitions,the study analyzes the data of audience image,audience characteristics,audience evaluation and feedback,etc.The outputs indicate the audience's needs and focus on this kind of commercial exhibition.The paper puts forward the operation optimization strategy of commercial short-term exhibitions for science and technology museums:stimulating the attractiveness of the exhibition and putting the exhibition design as the core,optimizing the allocation of exhibition resources and setting reasonable ticket prices in market-oriented,expanding diversified media promotion channels with communication as the impetus.

关 键 词：科技馆 商业化短期展览 运营优化 

分 类 号：G32[文化科学]