HZ 低碳科技馆（以下简称低碳科技馆）是全球第一家以低碳为主题的科技 馆，是由政府全额拨款的事业单位，是一个公益性的科普基础设施。传统意义上 人们普遍认为科技馆从事的是公益性事业，与经营盈利无关。但是随着全国科技 馆事业的不断发展，完全依靠国家财政拨款的科技馆，缺乏自身的经营创收能力， 使科技馆的发展之路越走越窄。科技馆如何走出公益类科技展馆长期依靠政府补 贴运营，经费不足导致发展乏力的困境是众多科技馆所面临的普遍问题。 论文从观众的市场需求的角度出发，结合 HZ 低碳科技馆的运营与发展现状， 分析科技馆的内外部环境。论文以马斯洛需求层次理论和 4C 营销理论为基础， 采取问卷调查的研究方式，通过问卷调查来获取公众的参观基本情况和消费情 况，并以此为出发点，提出通过打造科技馆的科普品牌、拓宽科技馆多元化的创 收渠道等方面进行运营模式的创新，并从政策保障、制度保障及职能部门之间的 配合等方面阐述创新的保障措施。 论文提出，观众的市场需求是科技馆运营与发展模式创新的出发点和落脚 点。通过常设展览项目的创新、展教活动的创新、临展项目科普品牌的打造等科 普内容的创新，打造科技馆的特有科普品牌；通过门票营销、科普衍生产品营销、 打造青少年活动中心、科技旅游项目的开发和场地的租赁等方面来拓展科技馆的 创收渠道。论文将科技馆展览教育、展教活动和经营创新统一起来，使科技馆在 运营过程中做到公益性与经营性的相统一，以期达到科技馆社会效益和经济效益 的最大化的目标。 关键词，“低碳科技馆”，“运营与发展模式”，“市场需求”，“社会 效益”，“经济效益” 论文类型，应用/专题研究浙江工业大学硕士学位论文 需求理论视角下的HZ低碳科技馆运营与发展对策研究 II RESEARCH ON THE OPERATION AND DEVELOPMENT OF HZ LOW CARBON SCIENCE AND TECHNOLOGY MUSEUM FROM THE PERSPECTIVE OF DEMAND THEORY ABSTRACT HZ low carbon science and Technology Museum (hereinafter referred to as Low Carbon Science and Technology Museum) is the first Museum with low carbon as the theme in the world，it is a public welfare infrastructure funded by the government. In the traditional sense, it is generally believed that the science and Technology Museum is engaged in public welfare undertakings and has nothing to do with operating profit. However, with the continuous development of science and technology museums throughout the country, science and technology museums, which rely entirely on the state financial allocation, lack their own business income-generating capacity, making the development of science and technology museums narrower and narrower. It is a common problem for many science and technology museums that how to get out of the dilemma of lacking funds for the public science and technology exhibition halls which depend on government subsidy for a long time. This paper analyzes the internal and external environment of the Science and Technology Museum from the perspective of the audience's market demand, combined with the operation and development status of the HZ Low Carbon Science and Technology Museum. Based on Maslow's hierarchy of demand theory and 4C marketing theory, this paper adopts the research method of questionnaire survey to obtain the basic information and consumption of the public through questionnaire survey. On this basis, this paper puts forward that the science and technology museum should be operated by building the popular brand of science and Technology Museum and broadening the diversified income-generating channels of science and technology museum. The innovation of the business model is expounded from the aspects of浙江工业大学硕士学位论文 需求理论视角下的HZ低碳科技馆运营与发展对策研究 III policy guarantee, system guarantee and cooperation between functional departments. The paper points out that the market demand of the audience is the starting point and the foothold of the innovation of the operation and development mode of the science and technology museum. Create the unique popular science brand of Science and Technology Museum through the innovation of permanent exhibition projects, exhibition and education activities, and the creation of popular science brand of temporary exhibition projects. Through ticket marketing, popular science derivatives marketing, creating youth activity center, science and technology tourism project development and site leasing to expand the revenue channel of the museum. This paper unifies the exhibition education, exhibition and teaching activities and management innovation of the Science and Technology Museum, so as to achieve the goal of maximizing the social and economic benefits of the Science and Technology Museum. KEY WORDS: Low carbon science and Technology Museum; Operation and development mode; Market demand; Social benefits; Economic benefits TYPE OF DISSERTATION / THESIS:Application Research浙江工业大学硕士学位论文 需求理论视角下的 HZ 低碳科技馆运营与发展对策研究 IV 目 录 1 绪论..........................................................................................................1 1.1 研究背景.........................................................................................................1 1.2 研究的目的与意义.........................................................................................2 1.2.1 研究目的..................................................................................................2 1.2.2 研究意义..................................................................................................2 1.3 研究内容.........................................................................................................3 1.4 研究方法.........................................................................................................4 2 文献综述和理论基础.............................................................................6 2.1 文献综述.........................................................................................................6 2.1.1 国内研究现状..........................................................................................6 2.1.2 国外研究现状........................................................................................10 2.1.3 研究述评................................................................................................12 2.2 相关理论基础...............................................................................................13 2.2.1 马斯洛需求层次理论............................................................................13 2.2.2 4C 营销理论...........................................................................................13 3 HZ 低碳科技馆的运营现状及内外部环境分析..................................14 3.1 HZ 低碳科技馆简介......................................................................................14 3.1.1 展馆介绍................................................................................................14 3.1.2 展馆的功能定位....................................................................................15 3.2 低碳科技馆的现行运营管理模式...............................................................15 3.3 主要业务情况...............................................................................................16 3.4 内外部环境分析...........................................................................................17 3.4.1 PEST 分析...............................................................................................17 3.4.2 SWOT 分析...............................................................................................18 3.5 运营存在的主要问题...................................................................................20 3.5.1 运营管理机制存在的缺陷....................................................................20 3.5.2 “重展轻教”的展教形式....................................................................21 3.5.3 资金来源单一........................................................................................21 3.5.4 资源利用率低........................................................................................22 3.5.5 缺乏树立科普品牌宣传的理念............................................................22 4 科技馆市场需求调查分析.............................................................