数智时代博物馆中沉浸式营销的路径创新研究——以中国大运河博物馆为例

Research on the Path Innovation of Immersive Marketing in Museums in the Age of Digital Intelligence—Taking the Grand Canal Museum of China as an Example

摘要: 数智时代，在技术的支撑下，博物馆开始打造沉浸式文化空间，形成沉浸式营销。本文以中国大运河博物馆为例，探讨博物馆的沉浸式营销在具身感知、情感共鸣与文化认同层面的传播意义，但是在实践过程中，会面临叙事失焦、系统割裂和数字鸿沟等困境。研究发现，可通过构建“线下–线上–文创”协同体系来突破困境，实现创新。本文期望能够为博物馆在数智时代平衡技术应用与文化传播，实现从感官刺激到意义建构的升级提供一定的参考。

Abstract: In the era of digital intelligence, with the support of technology, museums have begun to create immersive cultural spaces and form immersive marketing. Taking the Grand Canal Museum of China as an example, this paper discusses the significance of immersive marketing in terms of embodied perception, emotional resonance and cultural identity, but in practice, it will face difficulties such as narrative out of focus, system fragmentation and digital divide. The study finds that the construction of an “offline—online—cultural and creative” collaborative system can break through difficulties and achieve innovation. This paper hopes to provide a certain reference for museums to balance technology application and cultural dissemination in the era of digital intelligence, and realize the upgrade from sensory stimulation to meaning construction.