博物馆创新之道：从“以物为本”到“以人为本”、已成为一种主流的生活方式和新风尚

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在全球化与消费升级的双重驱动下，博物馆早已超越了传统的“收藏与展示”的单一功能，日益成为一座城市的文化客厅、旅游目的地和创意引擎。从文旅融合的视角审视博物馆的当下与未来，不仅关乎文化事业的繁荣，更对激发消费潜力、促进经济发展具有深远意义。

一、博物馆的发展现状：从“以物为本”到“以人为本”的深刻转型：当前，中国乃至全球的博物馆正经历着一场前所未有的深刻变革，其发展现状呈现出以下几个鲜明特征：

参观需求常态化与大众化：“逛博物馆”已成为一种主流的生活方式和新风尚。尤其是年轻一代，将其视为重要的文化体验、社交场景和知识获取途径。节假日博物馆“一票难求”的现象已成为常态，标志着博物馆从昔日的“阳春白雪”走进了“寻常百姓家”。

技术应用深度化与沉浸化：数字技术不再仅仅是辅助展示的工具，而是重构参观体验的核心。VR（虚拟现实）、AR（增强现实）、MR（混合现实）技术让文物“活”起来，观众可以“穿越”回历史场景；AI（人工智能）导览提供个性化讲解；高清数字化展陈让千里之外的瑰宝近在眼前。线上博物馆、云展览的蓬勃发展，突破了时空限制，极大地拓展了博物馆的受众边界。

功能定位复合化与场景化：现代的博物馆不再仅仅是观展的场所，而是集教育、休闲、社交、娱乐、购物于一体的综合性文化空间。其建筑本身成为城市地标，内部空间设计更注重营造舒适、雅致、可停留的氛围，鼓励观众进行更长时间的深度体验。

IP运营产业化与品牌化：以故宫博物院为标杆，博物馆纷纷挖掘自身馆藏IP（知识产权）价值，通过文创产品、联名合作、影视综艺、主题游戏等多种形式，将历史文化元素转化为深受市场欢迎的消费品和内容产品，成功构建了独特的文化品牌。

Driven by the dual forces of globalization and consumption upgrade, museums have long transcended their traditional single function of "collection and display", and are increasingly becoming the cultural living room, tourist destination and creative engine of a city. From the perspective of the integration of culture and tourism, examining the present and future of museums not only concerns the prosperity of cultural undertakings but also has profound significance for stimulating consumption potential and promoting economic development.

I. The Current Development Status of Museums: A Profound Transformation from "Object-oriented" to "People-oriented" : Currently, museums in China and even around the world are undergoing an unprecedented profound change, and their development status presents the following distinct features: Normalization and popularization of visiting demands

"Visiting museums" has become a mainstream lifestyle and a new trend. Especially the younger generation regards it as an important cultural experience, social scene and knowledge acquisition channel. The phenomenon that it is hard to get a ticket to a museum during holidays has become the norm, marking that museums have moved from being once considered "highbrow art" into the homes of ordinary people.

The deepening and immersive application of technology: Digital technology is no longer merely a tool for auxiliary display, but the core that reconstructs the visiting experience. VR (Virtual Reality), AR (Augmented Reality), and MR (Mixed Reality) technologies bring cultural relics to life, allowing viewers to "travel back in time" to historical scenes. AI (Artificial Intelligence) guided Tours offer personalized explanations. High-definition digital exhibitions bring treasures from thousands of miles away right before our eyes. The vigorous development of online museums and cloud exhibitions has broken through the limitations of time and space, greatly expanding the audience boundaries of museums.

The functional positioning is diversified and scenario-based: Modern museums are no longer merely places for exhibitions, but comprehensive cultural Spaces integrating education, leisure, social interaction, entertainment and shopping. The building itself has become a city landmark. The interior space design pays more attention to creating a comfortable, elegant and lingering atmosphere, encouraging visitors to have a deeper experience for a longer time.

二、博物馆的发展趋势：体验化、智慧化与社区化，展望未来，博物馆的发展将延续并深化当前变革，呈现出三大核心趋势：

体验经济深化：未来的竞争核心是“体验”。博物馆将从“陈列式”展览转向“情境式”和“叙事式”体验。通过策展人讲述动人故事，运用戏剧、音乐、舞蹈等多元艺术形式，结合高科技手段，打造高度沉浸、情感共鸣的参观旅程。观众将从被动的观看者，转变为主动的参与者和探索者。

智慧博物馆全面构建：大数据、物联网、云计算将成为博物馆的“新基础设施”。智慧管理可实现人流监控、环境调控、安防预警的智能化；智慧服务体现在无感支付、个性化推荐路线、社交分享互动等方面；智慧保护则利用科技手段对文物进行预防性保护和数字化存档。

文化社区中心角色凸显：博物馆将更加开放，成为连接公众与文化的“第三空间”。通过举办学术讲座、文化沙龙、艺术工作坊、亲子活动、夜间开放（博物馆之夜）等，吸引本地居民反复到访，使其成为市民文化生活的核心场域，而不仅仅是游客的“一次性”打卡点。

Ii. Development Trends of Museums: Experiential, Intelligent and Community-based. Looking ahead, the development of museums will continue and deepen the current changes, presenting three core trends:

The deepening of the experience economy: The core of future competition will be "experience". Museums will shift from "display" exhibitions to "situational" and "narrative" experiences. Through the curators' telling of touching stories and the application of diverse art forms such as drama, music and dance, combined with high-tech means, a highly immersive and emotionally resonant visiting journey is created. The audience will transform from passive viewers to active participants and explorers.

The comprehensive construction of smart museums: Big data, the Internet of Things, and cloud computing will become the "new infrastructure" of museums. Intelligent management can achieve intelligent monitoring of human flow, environmental regulation and security early warning. Intelligent services are reflected in aspects such as contactless payment, personalized route recommendation, and social sharing and interaction. Intelligent protection utilizes technological means to carry out preventive protection and digital archiving of cultural relics.

The role of cultural community centers has become more prominent: museums will be more open and serve as a "third space" connecting the public with culture. By holding academic lectures, cultural salons, art workshops, parent-child activities, and night openings (museum nights), it attracts local residents to visit repeatedly, making it a core venue for citizens' cultural life, rather than just a "one-time" check-in spot for tourists.

三、核心吸引客群：Z世代、亲子家庭与文化精英，从文旅角度分析，博物馆吸引的客群呈现出多元化特征，但以下三类是当前最具消费力和市场价值的核心客群：

Z世代（95后、00后）青年群体：他们是博物馆新消费的绝对主力。其特点是“为兴趣买单”、“注重社交分享”、“追求文化认同”。他们热衷于寻找独特的、具有话题性的文化体验，并乐于在社交媒体（如小红书、抖音、B站）上分享打卡，是博物馆网红效应的创造者和传播者。他们对文创产品的消费欲望强烈，看重设计感、趣味性和IP附加值。

亲子家庭客群：博物馆是“寓教于乐”的理想场所，备受中产家庭青睐。家长希望孩子在游玩中增长知识、陶冶情操。因此，针对儿童的互动展览、教育课程、探索手册、亲子活动等具有极大吸引力。这一客群消费决策周期长（通常是一整天），对场馆的休息设施、餐饮服务、卫生间环境等配套有较高要求。

文化精英与深度体验者：包括专家学者、艺术爱好者、高知分子及追求深度游的旅行者。他们不满足于走马观花，而是追求深度的知识汲取和纯粹的美学享受。他们是特展、专家导览、学术讲座、文物修复观摩等高端活动的忠实参与者，虽然人数相对较少，但客单价高，忠诚度高，是博物馆品牌深度的塑造者。

Iii. Core Attracting Customer Groups: Generation Z, parent-child Families and cultural Elites. From the perspective of cultural tourism, the customer groups attracted by museums show diversified characteristics. However, the following three categories are currently the core customer groups with the greatest purchasing power and market value:

Generation Z (post-95s and post-00s) youth group: They are the absolute main force of new consumption in museums. Its characteristics are "paying for interests", "emphasizing social sharing" and "pursuing cultural identity". They are passionate about seeking unique and topic-related cultural experiences and are willing to share their check-ins on social media platforms such as Xiaohongshu, Douyin, and Bilibili. They are the creators and disseminators of the museum's Internet celebrity effect. They have a strong desire to consume cultural and creative products and value design sense, fun and IP added value.

Parent-child family customer group: Museums are ideal places for "education through entertainment" and are highly favored by middle-class families. Parents hope that their children can gain knowledge and cultivate their sentiments while playing. Therefore, interactive exhibitions, educational courses, exploration manuals, parent-child activities, etc. targeted at children are highly attractive. This customer group has a long consumption decision-making cycle (usually a whole day), and has high requirements for the venue's rest facilities, catering services, restroom environment and other supporting facilities.

Cultural elites and in-depth experiencers: including experts and scholars, art lovers, highly educated individuals, and travelers seeking in-depth Tours. They are not content with cursory sightseeing but pursue in-depth knowledge acquisition and pure aesthetic enjoyment. They are loyal participants in high-end activities such as special exhibitions, expert Tours, academic lectures, and cultural relic restoration observations. Although their numbers are relatively small, their average transaction value is high and their loyalty is strong. They are the deep shapers of the museum's brand.

四、丰富商业消费的植入业态创新：要满足上述核心客群的需求，并创造更多商业价值，博物馆必须在恪守文化调性的前提下，创新业态布局，实现“以文塑旅、以旅彰文”的商业闭环。

文化创意零售业态：旗舰文创店：超越简单的纪念品商店，打造基于强大IP的精品文创集合店。产品体系应覆盖高端收藏（复刻品、艺术品）、实用文具、时尚配饰、潮玩盲盒、家居用品等全品类，强调设计美学和品质。主题快闪店：与知名品牌、艺术家或设计师合作，围绕特定主题或展览推出限时快闪店，持续制造新鲜感和话题度，吸引年轻人反复前来消费。非遗工坊与体验店：引入非遗手工艺人，设置互动体验区，观众可以亲手参与制作一件金工、陶艺、版画或织造作品，将“购买商品”升级为“购买体验和记忆”。

特色餐饮业态：文化主题餐厅/咖啡馆：将饮食与文物历史结合，打造独具特色的用餐体验。例如，故宫的“角楼咖啡馆”和“冰窖餐厅”，敦煌研究院的“飞天”主题咖啡拉花，都能成为网红打卡点。餐品设计可融入文化元素（如“文物”形状的甜点）。轻食与茶歇区：在展厅动线中合理设置舒适的休息区，提供精品咖啡、茶饮、简餐和甜品，满足观众中途休憩和社交的需求，延长停留时间。

沉浸式体验业态：VR/AR体验馆：针对镇馆之宝或无法实体展出的文物，开发独立的付费深度VR体验项目，让观众沉浸式感受文物的前世今生。数字艺术特展空间：与teamLab等数字艺术团队合作，或自建常设的数字艺术展厅，举办付费的沉浸式光影艺术展，吸引对科技艺术感兴趣的广泛客群。剧本杀/实景游戏：利用博物馆宏大的建筑空间和丰富的历史背景，开发文化主题的实景剧本杀或解密游戏，吸引庞大的剧本杀爱好者群体，开辟夜间经营的新路径。

教育与社会业态：教育中心与工作坊：开设系统性的付费艺术、历史课程，以及单次的亲子手工工作坊，如书画临摹、文物修复体验等，将教育功能产品化、商业化。会员俱乐部与文化沙龙：建立付费会员体系，提供专属导览、讲座优先预约、会员专属活动等权益，深度服务文化精英客群，增强用户黏性多功能厅租赁：将专业的报告厅、礼堂等空间向社会租赁，用于举办品牌发布会、高。端会议、小型音乐会等，盘活资产，增加收入。

博物馆正站在文旅融合的时代潮头。其未来发展，关键在于牢牢把握“人”的需求，以创新科技赋能文化表达，以开放心态拓展空间功能，以市场思维运营文化IP。通过精心规划与自身文化气质相契合的商业业态，博物馆完全能够在保护好、传承好历史文化瑰宝的同时，成功打造出一个充满活力、可持续运营的“文化消费综合体”，最终实现社会效益与经济效益的双丰收。

Fourth, innovative business format integration for enriching commercial consumption: To meet the demands of the aforementioned core customer groups and create more commercial value, museums must, while adhering to their cultural tone, innovate their business format layout to achieve a commercial closed loop of "shaping tourism with culture and highlighting culture through tourism". Cultural and creative retail format

Flagship Cultural and Creative Store: Beyond a simple souvenir shop, it builds a collection store of high-quality cultural and creative products based on a strong IP. The product system should cover all categories including high-end collectibles (replicas, artworks), practical stationery, fashion accessories, trendy blind boxes, and home goods, emphasizing design aesthetics and quality. Theme pop-up stores: Collaborate with well-known brands, artists or designers to launch limited-time pop-up stores around specific themes or exhibitions, continuously creating novelty and buzz to attract young people to repeatedly visit and consume. Intangible Cultural Heritage workshops and experience stores: Introduce intangible cultural heritage artisans and set up interactive experience areas. Visitors can personally participate in making a metalwork, pottery, printmaking or weaving piece, upgrading "purchasing goods" to "purchasing experiences and memories".

Specialized catering formats: Cultural theme restaurants/cafes: Combining food with cultural relics and history to create a unique dining experience. For instance, the "Corner Tower Cafe" and "Ice Cellar Restaurant" in the Forbidden City, as well as the "Flying Apsaras" themed coffee latte art at the Dunhuang Academy, can all become popular check-in spots. The design of the menu can incorporate cultural elements (such as desserts in the shape of "cultural relics"). Light food and tea break area

In the exhibition hall's circulation route, comfortable rest areas should be reasonably set up, offering premium coffee, tea, light meals and desserts to meet the needs of visitors for rest and socializing during the journey, thereby prolonging their stay.

Immersive experience format VR/AR experience hall: For the treasures of the museum or cultural relics that cannot be physically exhibited, independent paid in-depth VR experience projects are developed to allow visitors to immerse themselves in the past and present of the cultural relics. Digital Art Special Exhibition Space: Collaborate with digital art teams such as teamLab or build a permanent digital art exhibition hall on your own to hold paid immersive light and shadow art exhibitions, attracting a wide range of visitors interested in technological art. Murder mystery games/live-action games: By taking advantage of the grand architectural space and rich historical background of museums, develop live-action murder mystery games or puzzle games with cultural themes to attract a large group of murder mystery game enthusiasts and open up a new path for night operations.

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