提升成都博物馆游客观展停留行为的线上营销策略研究
Research on Online Marketing Strategies to Enhance Visitor Engagement and Stay Duration at Chengdu Museum
DOI: 10.12677/ecl.2025.14113685, PDF,   
作者: 吴 燕：贵州大学历史与民族文化学院，贵州 贵阳
关键词: 博物馆；线上营销；停留行为；Museum； Online Marketing； Visitor Retention Behavior
摘要: 随着文化消费的走热和新博物馆学运动的全球席卷，博物馆作为连接过去与未来的文化桥梁，其重要性日益凸显。本研究以成都博物馆为例，采用访谈、参与观察和网络调查等研究方法，探讨博物馆游客观展停留行为的特征及其线上营销策略。从游客观展停留行为体验角度，提出了内容体系分层建设、专业观众多维培育、数字技术重构观展行为、智能推荐系统构建、社交化传播体系建立和性别与生命周期传播策略实施的建议，以便为同类博物馆的发展提供经验借鉴。
Abstract: With the rise of cultural consumption and the global surge of the New Museology movement, museums have increasingly emerged as vital cultural bridges connecting the past and future. Taking Chengdu Museum as a case study, this research employs interviews, participant observation, and online surveys to explore the characteristics of museum visitors’ exhibition engagement behaviors and formulate corresponding online marketing strategies. From the perspective of visitor experience, the study proposes recommendations including: hierarchical development of content systems, multidimensional cultivation of professional audiences, digital technology-driven restructuring of viewing behaviors, establishment of intelligent recommendation systems, creation of socialized dissemination frameworks, and implementation of gender- and life-cycle-based communication strategies. These findings aim to provide practical insights for the development of similar museums.
文章引用：吴燕. 提升成都博物馆游客观展停留行为的线上营销策略研究[J]. 电子商务评论, 2025, 14(11): 2265-2274. https://doi.org/10.12677/ecl.2025.14113685

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