本文關(guān)鍵詞：中國民營博物館體驗式網(wǎng)絡(luò)營銷研究　出處：《湖南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 中國民營博物館 體驗營銷 體驗式網(wǎng)絡(luò)營銷

【摘要】：中國民營博物館作為新形勢下的新生事物,目前發(fā)展仍處于起步階段,但已成為中國博物館體系的重要一員。需要自負盈虧的中國民營博物館,欲維持正常運營乃至獲得收益,必然需要有效的營銷模式做支撐。在互聯(lián)網(wǎng)和互聯(lián)網(wǎng)終端快速發(fā)展的背景下,博物館開始利用網(wǎng)絡(luò)營銷不斷擴大自身影響,以吸引更多的消費群體,因此,虛擬博物館建設(shè)和創(chuàng)新越來越受到博物館重視。本文旨在探索中國民營博物館的營銷對策,試圖從中國民營博物館體驗式網(wǎng)絡(luò)營銷的角度出發(fā),找到一條適合中國民營博物館的新營銷之路。本文認為,體驗式網(wǎng)絡(luò)營銷對于中國民營博物館來說,是一個符合消費者消費心理和消費需求的營銷模式。中國民營博物館運用體驗式網(wǎng)絡(luò)營銷模式可幫助其節(jié)約營銷成本、提升營銷效果、擴大市場份額。對比其他營銷模式,體驗式網(wǎng)絡(luò)營銷具有全面體現(xiàn)顧客價值、營銷方法和工具個性化以及風險等方面的優(yōu)勢,這些優(yōu)勢的發(fā)揮有助于提高中國民營博物館的營銷效果,擴大中國民營博物館在博物館行業(yè)中的市場份額。當然,中國民營博物館體驗式網(wǎng)路營銷還存在一系列問題,這些問題主要表現(xiàn)為:目標市場定位缺乏精準性,體驗平臺缺乏互動性,營銷方法和工具缺乏綜合性,這些問題使得中國民營博物館營銷效果未到達預(yù)期目標。如何解決這些問題?本文認為,首先,要以體驗用戶為核心精準定位營銷市場,這就要求民營博物館研究影響體驗用戶行為的因素,進而精細設(shè)計顧客體驗;其次,要以體驗為手段加強網(wǎng)絡(luò)營銷互動性,注重互動內(nèi)容設(shè)計和互動平臺搭建以及反饋系統(tǒng)的運營;最后,要以體驗用戶為核心加強營銷整合,利用6E模型,注重全面顧客體驗。
[Abstract]:The private museum in China, as a new thing under the new situation, is still in its initial stage, but it has become an important member of the Chinese museum system. In order to maintain the normal operation and gain the income, the private museums in China need to be supported by effective marketing mode. In the context of the rapid development of Internet and Internet terminals, museums began to expand their influence by using online marketing to attract more consumer groups. Therefore, the construction and innovation of virtual museums are more and more valued by museums. The purpose of this paper is to explore the marketing strategies of Chinese private museums, and try to find a new marketing way suitable for Chinese private museums from the perspective of experiential network marketing of Chinese private museums. This paper holds that experiential network marketing is a marketing model which is consistent with consumer psychology and consumption demand for private museums in China. The use of experiential network marketing model in private museums in China can help them save the cost of marketing, improve the marketing effect and expand the market share. In contrast to other experiential marketing mode, network marketing has fully reflected the customer value, marketing methods and tools and personalized risk and other advantages, to develop these advantages is helpful to improve the China private museum marketing effect, expand the China private museum in the Museum of the industry's market share. Of course, Chinese private museum experience Internet marketing also has a series of problems, these problems are mainly as follows: lack of accurate market positioning, lack of interaction experience platform, marketing methods and tools for the lack of comprehensive, these problems make China private museum marketing effect does not reach the expected target. How to solve these problems? This paper argues that, first, to the user experience as the core of precise positioning of marketing factors, which requires the private museum experience influence on the behavior of users, and then the fine design of customer experience; secondly, to strengthen the network marketing experience as a means of interaction, interactive content design and interactive platform and feedback system the operation; finally, to strengthen the marketing integration to the user experience as the core, using the 6E model, pay attention to overall customer experience.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G269.2-F

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