I 摘要 博物馆是社会教育和文化传播的重要服务机构，也是历史文化传承体验与交 流的平台，在帮助公众理解历史文化、提高艺术作品鉴赏能力、增加人民文化底蕴、 多样化社会教育等方面起到不可忽视的作用，同时博物馆又具有地区文化的传统 与特色，是城市的文化象征。随着时代和社会的进步，公众的精神文化需求进一步 提高，朝着多样化和个性化的方向发展，博物馆的服务也要不断进步，不断创新服 务的内容和方式、引入新技术和新人才才能为公众提供更好的服务，充分发挥其社 会职能。国家文物局颁发的《国家文物事业发展“十三五”规划》和《博物馆事业 中长期发展规划纲要（2011-2020）》中都有指出要充分运用大数据、新媒体、VR 技 术等新技术来提升博物馆的服务创新能力，拓展文化传承渠道，实现博物馆文物保 护和文化传播以及服务与管理智慧化，文化产业的创新，彰显中华文明的魅力从而 促进公众的文化消费升级。 在这样的时代大背景下，博物馆在运营过程中除了行使其文化传承推广及社 会教育的社会职能外，增加商业发展的可能性也成为博物馆行业发展需要思考的 问题。而“数字博物馆”“虚拟博物馆”“智慧博物馆”的提出正是博物馆行业对这 一变革的应对措施，如何进行服务创新，如何在互联网环境下开展工作，建立真正 的“智慧博物馆”成为当下博物馆工作面临的新挑战。 本文首先阐述了研究背景和目的等，并对国内外的研究和相关理论知识做了 介绍，学习和借鉴管理学中的服务创新四维度模型，对国内外优秀的成功案例进行 了分析。其次阐述了对 CD 博物馆的工作人员和顾客的调查过程和结果，并对结果 进行了分析。了解了 CD 博物馆的服务现状并指出其在服务创新方面存在的问题， 包括服务与顾客需求不完全匹配、服务和宣传不到位、线上平台建设不完善、缺乏 创新性的线下活动、文化创意产品的开发不够完善、缺乏服务创新激励机制、缺少 专业人才、服务创新后续管理不完善、数据管理不完善、新技术运用不到位等，并 针对上述问题，以鼓励服务创新为目的地提出了适用于 CD 博物馆的对策，如充分 了解顾客需求、加大服务与宣传力度、拓展服务空间、丰富服务方式、完善文化创 意产品开发、建立服务创新激励机制、建立人才引进及员工培训机制、建立服务创 新后续管理机制、建立数据管理系统、新技术的引进和应用等。最后构建了 CD 博 物馆服务创新四维度模型。 关键词：博物馆，服务创新，服务创新四维度模型ABSTRACT II ABSTRACT Museum is an important service organization for social education and cultural communication, as well as a platform for historical and cultural inheritance experience and exchanges. It cannot be ignored in helping the public understand history and culture, improving the Appreciation of art works, increasing the cultural heritage of the people, and diversifying social education. At the same time, the museum has the tradition and characteristics of the regional culture, and it is the cultural symbol of the city. With the progress of the times and society, the spiritual and cultural needs of the public are further improved, and the development of the direction of diversification and individualization, the service of the museum must also continue to improve, constantly innovate the content and methods of services, and introduce new technologies and talents Provide better services to the public and give full play to its social functions. Both the "Thirteenth Five- Year Plan for the Development of National Cultural Relics" and the "Outline of the Medium and Long-term Development Plan for Museums （2011-2020）" issued by the StateAdministrationofCulturalHeritagepointoutthatnewtechnologiessuchasbigdata, new media, and VR technology should be fully utilized To enhance the museum’s service innovation capabilities, expand cultural inheritance channels, realize museum cultural relicprotectionand cultural dissemination,as well as intelligentservice and management, cultural industry innovation, highlight the charm of Chinese civilization and promote the upgrading of public cultural consumption. In the context of this era, in addition to performing its social functions of cultural heritage and social education during the operation of the museum, increasing the possibility of commercial development has also become a problem for the development of the museum industry. The proposal of "digital museum", "virtual museum" and "smart museum" is exactly how the museum industry responds to this change, how to carry out service innovation, how to carry out work in the Internet environment, and establish a real "smart museum" to become a museum of the moment New challenges faced by work. This article first explains the research background and purpose, and introduces domestic and foreign research and related theoretical knowledge, learns and draws on the four-dimensional model of service innovation in management, and analyzes excellent domestic and foreign successful cases. Secondly, it explains the investigation process andABSTRACT III results of the staff and customers of CD Museum, and analyzes the results. Understand the current service status of CD Museum and point out its problems in service innovation, including incomplete matching of customer needs, insufficient service and publicity, imperfect online platform construction, lack of innovative offline activities, and cultural creativity Insufficient product development, lack of service innovation incentive mechanism, lack of professional talents, imperfect follow-up management of service innovation, imperfect datamanagement,inadequateApplicationofnewtechnologies, etc., and in response to the above problems, the Application is proposed to encourage service innovation. Countermeasures for CD Museum, such as fully understanding customer needs, increasing service andpublicityefforts, expanding servicespace, enriching service methods, improving cultural and creative product development, establishing service innovation incentive mechanisms, establishing talent introduction and employee training mechanisms, and establishing service innovation Follow-up management mechanism, establishment of data management system, introduction and Application of new technologies, etc. Finally, a four-dimensional model of CD museum service innovation is constructed. Keywords: Museum，Service innovation，Service innovation four-dimensional model目录 IV 目录 第一章 绪 论..................... 1 1.1 研究背景及意义... 1 1.2 研究内容及目的... 2 1.2.1 研究内容... 2 1.2.2 研究创新... 3 1.2.3 研究目的... 3 1.3 研究方法和框架... 3 1.3.1 研究方法... 3 1.3.2 研究框架... 3 第二章 服务创新理论基础及研究综述.......... 5 2.1 服务创新理论基础.............................. 5 2.2 基本概念的界定... 7 2.2.1 博物馆的定义.......................... 7 2.2.2 智慧博物馆概念...................... 7 2.2.3AR、VR、MR 技术概念......... 7 2.3 研究综述............... 8 第三章 CD 博物馆服务现状及国内外服务创新实践..................11 3.1CD 博物馆现状....11 3.1.1 CD 博物馆建设情况................11 3.1.2 CD 博物馆馆藏资源情况........11 3.1.3 CD 博物馆开放利用情况........11 3.2CD 博物馆服务现状调查.................. 12 3.2.1 调查对象及方式.................... 12 3.2.2 调查过程. 12 3.2.3 调查结果. 12 3.3 国内外博物馆服务创新实践............ 16 3.3.1 服务理念创新维度................ 17 3.3.2 顾客界面创新维度................ 18 3.3.3 管理创新维度........................ 20 3.3.4 技术创新维度........................ 20目录 V 第四章 CD 博物馆服务创新调查及问题分析............................. 22 4.1CD 博物馆顾客需求调查.................. 22 4.1.1 调查对象及方式.................... 22 4.1.2 调查过程. 22 4.1.3 调查结果数据描述性统计.... 22 4.1.4 调查结果分析........................ 35 4.2 服务理念创新维度............................ 37 4.2.1 服务与顾客需求不完全匹配 37 4.2.2 服务和宣传不到位................ 38 4.3 顾客界面创新维度............................ 38 4.3.1 线上平台建设不完善............ 39 4.3.2 缺乏创新性的线下活动........ 39 4.3.3 文化创意产品开发不够完善 40 4.4 管理创新维度..... 40 4.4.1 缺乏服务创新激励机制........ 41 4.4.2 缺少专业人才........................ 41 4.4.3 服务创新后续管理不完善.... 41 4.5 技术创新维度..... 42 4.5.1 数据管理不完善.................... 42 4.5.2 新技术运用不到位................ 42 第五章 CD 博物馆服务创新对策.................. 44 5.1 服务理念创新维度............................ 44 5.1.1 充分了解顾客需求................ 44 5.1.2 加大服务和宣