摘要：随着新的世纪的到来，人类社会已经逐步迈入了“全球经济互联网时代”。新经济形式的核心是将高新技术产业作为支持，将知识经济和信息网络经济作为主要内容，其中最为主要的是网络经济。互联网正在逐步变成人们生活的第二空间，它是现代社会中，信息沟通的重要平台，互联网技术正融入进社会生活和人类经济的各方各面。互联网技术的蓬勃发展，使得联络方式、市场营销、沟通方式等方面都发生了巨大的变动。同时，也给会展产业带来了新的机遇和挑战。在网络信息技术的帮助下，会展产业必需顺应潮流，加强产业竞争力，抓住机会，落实持续快速发展。

本文首先提出了故宫博物院关于网络会展发展策略研究的背景与意义，详细阐述了如今国内外网络会展现状及网上博物馆发展状况。其次，尝试使用会展营销、会展风险管理等相关知识，运用文献研究、案例分析、SWOT分析等方法通过对搜集到的一些相关数据与指标进行研究。提出具有可行性的建议，促使故宫博物院在网络会展趋势中得到更好的发展。

关键词： 故宫博物院；网络会展；网络营销

Research on the Development Strategies of The Palace Museum’s Network Exhibition

Abstract: With the coming of the new century, human society has stepped into the era of global economy. The core content of the new economic form, which takes the high-tech industry as the support and the knowledge economy and the information network economy as the main content, is the network economy. The core technology of the network economy is the IT technology and the network technology. Network is increasingly becoming the second space of people's life, which constitutes an important platform for information exchange in modern society. Network technology is permeating all aspects of human economic and social life. The development of network technology has made great changes in the ways and means of marketing and communication, contact, and the way to the world. The exhibition industry has brought new opportunities and challenges. Convention and exhibition industry must follow the trend and seize opportunities and enhance the competitiveness of industries with the help of network information technology, so as to achieve sustained and rapid development.

This paper first puts forward the background and significance of the research on the development strategies of online exhibitions in the Imperial Palace Museum, and expounds the present situation of the online exhibition at home and abroad and the status of the development of the online museum. Secondly, we try to use the related knowledge of mice marketing, exhibition risk management and so on, and use literature research, case analysis and other methods to study some related data and indicators. Put forward feasible suggestions to promote the development of the Imperial Palace Museum in the trend of online exhibition.

Key words：The Imperial Palace Museum; Network Exhibition; Network Marketing

目录

一、绪论 7

（一） 选题背景与意义 7

（二）研究对象与方法 8

二、相关概念与理论 9

（一）网络会展 9

（二）会展网络营销 9

（三）虚拟博物馆 9

（四）4Ps营销理论 10

（五）网络会展与实体会展的差异 10

三、故宫博物院网络会展发展环境分析 11

（一）故宫博物院概况 11

（二）swot分析 11

1.S（优势）分析 11

2、W（劣势）分析 12

3、0（机会）分析 12

4、T（威胁）分析 13

四、故宫博物院网络会展营销策略分析 14

（一）广告策略 14

1、社交软件 14

2、官方网站 15

（二）渠道策略 16

1、阿里巴巴B2C平台 16

2、网络售票 16

（三）产品策略 16

1、《胤禛美人图》 16

2、《故宫陶瓷馆》 16