博物馆数字化营销存在的问题与解决对策——以上海世博会博物馆为例

Problems and Solutions in Digital Marketing of Museums—Taking the Shanghai World Expo Museum as an Example

摘要: 上海世博会博物馆作为国内首座真正意义上的国际性博物馆、全球唯一全面展示世博专题的文博机构，自对外开放8年多来，以“时代线索 + 八个维度”的常设展讲述世博170年历史。但当前面临多重发展痛点问题。本文以“顶层设计驱动、全场景数字赋能、可持续价值创造”为核心逻辑，整合人工智能(AI)、大数据、虚拟现实/增强现实(VR/AR)、云计算等技术，构建“数字展陈–智慧服务–全域传播–精益运营”四位一体的数字化转型营销体系。本文为主题类博物馆数字化营销转型提供可复制的“世博样本”，助力上海强化“世博文化枢纽”的国际影响力，同时通过精益运营实现文化价值与社会效益的协同增长。

Abstract: As the first truly international museum in China and the only cultural and museum institution globally dedicated to comprehensively showcasing the theme of the World Expo, the Shanghai World Expo Museum has been open to the public for over eight years, narrating the 170-year history of the World Expo through its permanent exhibition featuring “clues of the times + eight dimensions”. However, it currently faces multiple developmental pain points. This article, with the core logic of “top-level design-driven, full-scenario digital empowerment, and sustainable value creation”, integrates technologies such as artificial intelligence (AI), big data, virtual reality/augmented reality (VR/AR), and cloud computing to build a four-in-one digital transformation marketing system encompassing “digital exhibition, smart services, omni-domain communication, and lean operations”. This article provides a replicable “Shanghai model” for the digital marketing transformation of theme museums, aids Shanghai in strengthening the international influence of its “Expo cultural hub”, and achieves synergistic growth of cultural value and social benefits through lean operations.