博物馆离市场有多远？——中国博物馆营收现状及市场化探析

How Far Is the Museum from the Market?—Analysis on the Revenue and Marketization of Chinese Museums

摘要: 研究根据2007年至2017年的《中国文物文化统计年鉴》整理出中国博物馆十年来的机构数量变化、参观人数、门票销售额等基本数据以及收入和支出的详细情况。通过分析和对比，博物馆免费开放的政策进一步加剧了其对政府补贴的依赖。博物馆作为准公共品，具有外部性、信息失灵的特点，会导致市场失灵，这意味着需要政府的补贴来维持博物馆的正常运转。不过博物馆想要寻求更好的发展，必须要对市场化进行积极的探索，通过市场营销的手段实现创收，同时需要牢记为社会和公众服务的目标，平衡好市场经济和文化价值，实现博物馆综合效益最大化。

Abstract: Based on the statistical yearbook of Chinese cultural relics and culture from 2007 to 2017, the study collected basic data such as the number of institutions, number of visitors, ticket sales and income and expenditure of Chinese museums over the past decade. Through analysis and comparison, the policy of free admission of museums further intensifies its dependence on government subsidies. As non-profit institutions, museums have the characteristics of externality and information failure, which will lead to market failure. This means that government subsidies are essential to maintain the working of museums. However, in order to seek better development, museums must actively explore the way of marketing and achieve additional income through marketing. Meanwhile, serving the society and the public is the priority for museum. How to balance between market economy and cultural values to realize the maximization of comprehensive benefits is the top question for museums.