| 摘要: |
| 近年来,欧美博物馆观众人数普遍出现不同程度的下降,如何留住核心观众成为西方博物馆界的当务之急。而我国博物馆在高速发展的过程中,也凸显出观众结构问题的隐忧。“经常性观众”成为探讨这些问题的重要基础性概念。为此,我们在界定“经常性观众”概念和爬梳其研究传承的基础上,针对南京博物院、成都金沙遗址博物馆和钱学森图书馆的来馆观众开展定量研究,围绕经常性观众的构成情况、影响变量以及变量与经常性观众的关系进行频次和交叉分析。研究发现当前我国博物馆绝大多数观众是非经常性观众,据此提出针对经常性和非经常性观众的不同策略；主张从内外两方面入手,将非经常性观众变成经常性观众,并以此作为长期目标,促使参观博物馆渐成日常。否则一旦“博物馆热潮”消退,将会不断失去观众,从而对博物馆的未来发展造成灾难性打击。 |
| 关键词: 博物馆 经常性观众 非经常性观众 组成分析 交叉分析 |
| DOI： |
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| 基金项目:国家社会科学基金青年项目“互联网线上线下融合的文献收藏机构展览研究”,编号:16CTQ001。 ② 周婧景:复旦大学文物与博物馆学系副教授；研究方向:博物馆儿童展示教育,博物馆展示设计,博物馆观众研究,博物馆学理论研究；通讯地址:上海市杨浦区邯郸路220号；邮编:200433；Email:orchid_zj@126.com； 林咏能:本文 |
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| A Brief Discussion on Frequent Visitors in Museums ——Empirical Research Based on Three Museums |
| Zhou Jingjing,Lin Yungneng,Zheng Jing,Fu Qiang,Wu Bin,Lu Minjie,Gao Mengchen,Zhang Wenjun |
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| Abstract: |
| In recent years, the number of museum visitors has generally declined to varying degrees in European and American museum. How to retain the core visitors has become a top priority for them. At the same time, with the rapid development, Chinese museums also suffer the hidden concerns of new structural problems on the visitors. “Frequent Visitors” has become an important and basic concept for discussing this issue. Therefore, quantitative research was carried out on Nanjing Museum, Jinsha Site Museum and Qian Xuesen Library & Museum. Based on the definition of “Frequent Visitors” and existing researches, frequency analysis and cross analysis were conducted on the composition of frequent visitors, influence variables, and the relationship between variables and frequent visitors. It is found that the majority of museum visitors in China are occasional visitors. Then, this paper proposes different strategies for frequent and occasional visitors respectively. In addition, it suggests that museums should turn occasional visitors into frequent visitors through external and internal ways, and take this job as a long-term goal in order to encourage visitors to visit museums frequently. Otherwise, once the “museum craze” fades, the loss of visitors will make a disastrous impact on museums' future development. |
| Key words: museum, frequent visitors, occasional visitors, composition analysis, cross analysis |
