Research On Market Investigation And Marketing Strategy Of Nanjing Science And Technology Museum

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 form in price formulation,strengthen personnel training and improve the level of infrastructure guarantee in terms of service guarantee,Combined with more standardized and effective process management,it has made a qualitative leap in the overall operation of Nanjing Science and Technology Museum.This study focuses on integrating theory with practice,forms the evaluation scale of visiting factors of science and Technology Museum on the basis of tourist satisfaction evaluation scale,and accurately defines tourists’ perception of various popular science products and services of Nanjing Science and Technology Museum on the basis of IPA model analysis,which is an important basis for Nanjing science and Technology Museum to put forward future marketing strategies.At the same time,the marketing strategy developed is based on customer demand and pays attention to combining product characteristics.While obtaining market research conclusions,it is closely combined with the product service characteristics of the science and Technology Museum.It is a combination of supply and consumption,which has better feasibility and certain innovation.