| 摘要: |
| 在日趋激烈的竞争环境下如何更有效地为多元观众服务,是当今中国多数博物馆正在思考并期待解决的问题。本文以西方博物馆普遍使用的分众策略为对象,讨论博物馆分众的意义,并从四个角度梳理、分析现有的博物馆分众研究及相关实践,即基于来源地角度、基于社会人口学角度、基于心理因素与基于行为因素的分众。基于心理因素和行为因素的分众研究相较之下比基于来源地和社会人口学角度的分众研究对分众服务更具指导意义；依赖单一的分众角度的研究不能有效地帮助分众服务。博物馆可以充分利用不同类型的展览兼顾“分众”和“大众”服务,以“项目运作”作为一种分众服务策略,有规划地履行为公众服务的使命。 |
| 关键词: 博物馆 分众研究 研究角度 公共服务策略 |
| DOI： |
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| 基金项目: |
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| A Study on Museum Visitor Segmentation for Serving the Public:Significance, Approaches and Suggestions |
| Fu Yi,Teng Xizhai |
| () |
| Abstract: |
| Nowadays most Chinese museums are thinking and expecting to solve the problem of how to serve the diversified audience efficiently in a more competitive environment. Centred around the strategy of visitor segmentation widely used by the Western museums, this paper discusses its significance and analyzes studies and practices of museum visitor segmentation from four perspectives:geography, demography, psychology, and praxeology. It argues that psychographic and behavioral segmentation usually are more helpful than geographical and demographic segmentation in the field of visitor segmention study. The segmentation research relying on signle influencing factor cannot well support the service for visitor segmentation in practice. Museums can make a good balance between the specific type visitor and the public as well as regularly implement the duty of serving the public by using different types of exhibitions and project-oriented strategies. |
| Key words: museum, visitor segmentation, research perspective, public service strategy |
