单位代码： 10293 密级：
专业学位硕士论文
论文题目： 南京科技馆市场调查与营销策略研究
学 号 1319115833
姓 名 徐天姣
导 师 彭 英
专业学位类别工商管理硕士（MBA）
类申请型 非全日制
专申业请（领域）工商管理
论文提交日期2022 年 5 月 15 日Research on market investigation and marketing
strategy of Nanjing Science and Technology
Museum
Thesis Submitted to Nanjing University of Posts and
Telecommunications for the Degree of
Master of Business Administration
By
Xu Tianjiao
Supervisor: Prof. Peng Ying
May 15, 2022南京邮电大学学位论文原创性声明
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研究生学号： 1319115833 研究生签名：_____________ 日期：2022.5.15
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研究生签名：____________ 导师签名：____________日期：2022.5.15 摘要
在我国，科技馆作为一项重要的科普基础设施，承担着倡导科学方法、弘扬科学知识、
涵养科学精神的重要使命。近 20 年来，全国各地经历了兴建科技馆的浪潮，然而由于建设初
期缺乏细致的市场调研和科学有效的管理，许多科技馆运营模式单一，特别是在开展市场化
运营上遇到了很多挫折。从近几年全国科技馆的发展形势来看，更加提倡和鼓励社会力量参
与经营科普场馆。在实践中，我国科技馆面临着财政拨款经费不足，自身定位不清，发展乏
力的困境。
本文以省会城市综合性科技馆南京科技馆为研究对象，思考科技馆面对的市场细分和目
标客群特征，以及影响科技馆制定营销策略的因素，面向南京科技馆游客进行问卷调查，获
得一手数据。通过分析科技馆提供产品的特性，梳理出科技馆核心层产品包括科普展品、科
技影城、临时展览、教育活动，外围层产品包括文创产品、餐饮服务，相关层产品会议服务。
通过分析研究调查数据、建立 IPA 模型，从游客的角度出发，得出调查结论，核心层产品正
是游客关注度程度大、消费倾向高的主要产品，是开展社会化经营的发力点。最后，基于 7P
理论，根据研究结果进一步提出南京科技馆营销策略制定的建议，在产品内容上进一步满足
游客需求，发挥和保持科技馆核心产品的优势，在价格制定上采取更为优化的综合定价形式，
在服务保障方面，加大对人才培养的力度，提高基础设施保障水平，结合更为规范有效的过
程化管理，在南京科技馆的整体运行上取得质的飞跃。
本研究注重理论联系实际，在游客满意度测评量表的基础上形成科技馆参观因素测评量
表，在 IPA 模型分析的基础上，准确界定游客对南京科技馆各项科普产品和服务的感知情况，
是对南京科技馆提出未来营销策略的重要依据。同时，制定的营销策略立足客户需求的同时
注重结合产品特征，在获取市场调查结论的同时，与科技馆产品服务特性紧密结合，是供给
和消费两个维度相结合，具有更好的可行性，具备一定的创新性。
关键词:科技馆，营销策略，IPA 模型，7P 理论
IAbstract
In China, as an important science popularization infrastructure, science and Technology Museum
undertakes the important mission of advocating scientific methods, carrying forward scientific
knowledge and cultivating scientific spirit.In the past 20 years, the whole country has experienced a
wave of construction of science and technology museums. However, due to the lack of detailed
market research and scientific and effective management in the initial stage of construction, the
operation and management mode of many science and technology museums has encountered a
bottleneck in market-oriented operation. From the development situation of national science and
technology museums in recent years, we have paid more attention to emphasizing the need for
science popularization infrastructure to highlight social public welfare, encouraged social forces to
participate in the operation of science popularization venues, and clearly advocated the combination
of public welfare and operation. In practice, China;s science and technology museums are facing the
dilemma of insufficient financial allocation, unclear self positioning and weak development.
This paper takes Nanjing Science and Technology Museum, a comprehensive science and
Technology Museum in the provincial capital city, as the research object, considers the market
segmentation and target customer group characteristics faced by the science and Technology
Museum, as well as the factors affecting the formulation of marketing strategy of the science and
Technology Museum, conducts a questionnaire survey for the tourists of Nanjing Science and
Technology Museum, and obtains first-hand data. By analyzing the characteristics of the products
provided by the science and Technology Museum, it is sorted out that the products of the core layer
of the science and Technology Museum include popular science exhibits, science and technology
cinemas, temporary exhibitions and educational activities, the products of the peripheral layer
include cultural and creative products, catering services, and the products and conference services
of relevant layers. By analyzing and studying the survey data and establishing IPA model, from the
perspective of tourists, it is concluded that the core layer products are the main products with high
attention and consumption tendency of tourists, and are the starting point for socialized
management. Finally, based on the 7p theory and the research results, further suggestions on the
formulation of marketing strategy of Nanjing Science and Technology Museum are put forward to
further meet the needs of tourists in product content, give play to and maintain the advantages of
core products of science and Technology Museum, adopt a more optimized comprehensive pricing
II