网络营销在大汶口遗址博物馆宣传中的应用探析  

Application of Internet Marketing in Dawenkou Site Museum Publicity

作　　者：付雪 FU Xue(Chifeng University,Chifeng 024000,China)

机构地区：[1]赤峰学院,内蒙古赤峰024000

出　　处：《赤峰学院学报(哲学社会科学版)》2025年第2期59-61,共3页Journal of Chifeng University:Philosophy and Social Science Chinese Edition

摘　　要：在数字化时代,网络营销作为一种新兴的宣传手段,对博物馆的推广和品牌建设起到了重要作用。本文以大汶口遗址博物馆为研究对象,结合4I理论探讨网络营销在博物馆宣传中的应用。通过分析博物馆现有的网络营销策略,发现其在趣味性、利益性、个性和互动性四个方面存在不足。本文提出了对现有问题具有针对性的优化策略,包括丰富文娱活动、树立长远意识、培养专业人才、健全媒体矩阵、畅通交流渠道,以及提高营销内容的智能化水平。希望这些策略有助于提升博物馆的公众认知度和参观率,为文化遗产传播提供有效支持,为文化遗址类博物馆在数字时代的宣传提供参考。In the digital age,network marketing,as a new propaganda method,has played an important role in the promotion and brand building of museums.This paper takes Dawenkou Ruins Museum as the research object,and discusses the application of network marketing in museum publicity with the help of 4I theory.By analyzing the existing network marketing strategy of the museum,it is found that there are some shortcomings in four aspects:interest,benefit,individuality and interaction.This paper puts forward the optimization strategies for the existing problems,including enriching recreational activities,establishing long-term awareness,cultivating professional talents,improving media matrix,unblocking communication channels and improving the intelligent level of marketing content.It is hoped that these strategies will help to enhance the public awareness and visit rate of museums,provide effective support for the dissemination of cultural heritage,and provide reference for the promotion of cultural heritage museums in the digital age.

关 键 词：网络营销 博物馆 文化遗址 

分 类 号：G629[文化科学—教育学]