博物馆文旅产业的网络营销与路径优化——以扬州中国大运河博物馆为例

Online Marketing and Strategy Optimization for the Museum Cultural Tourism Industry—A Case Study of the China Canal Museum in Yangzhou

摘要: 扬州中国大运河博物馆作为中国首个全面展示大运河文化的国家级专题博物馆，通过创新性的文旅产业规划和网络营销，已然成为江苏省众多博物馆中的标杆案例。扬州中国大运河博物馆打造了分层触达、精准传播的社交媒体矩阵，借助5G、VR等数字技术实现网络营销内容和形式方面的创新，吸引了大量游客的关注，其文创产品的线上营销也成果斐然。但其未来的发展也需要进一步的优化，因此本文分析以扬州中国大运河博物馆为例，分析博物馆文旅产业的网络营销形式，提出其中存在的云端孤岛、跨海隔阂、文创营销单一等困局，并针对此提出纾困之策，旨在为博物馆文旅产业网络营销的数字化升级提供理论参考与实践启示。

Abstract: The China Canal Museum in Yangzhou, as China’s first national-level specialized museum comprehensively displaying the culture of the Grand Canal, has become a benchmark among numerous museums in Jiangsu Province through innovative tourism and cultural industry planning and online marketing. The museum has built a tiered and precise social media matrix and utilized digital technologies such as 5G and VR to innovate in the content and form of online marketing, which has attracted a large number of tourists’ attention and achieved remarkable results in the online marketing of its cultural and creative products. However, its future development still needs further optimization. Therefore, this paper takes the China Grand Canal Museum in Yangzhou as an example to analyze the online marketing forms of museum tourism and cultural industries, identifies existing dilemmas such as cloud-based isolation, cross-sea barriers, and single cultural and creative marketing, and proposes solutions to these problems, aiming to provide theoretical references and practical insights for the digital upgrade of online marketing in museum tourism and cultural industries.