Research On Museum Audience Development

By combing the relevant foreign and domestic academic literatures,this paper summarizes and refines audience development.This concept has been popular in Western cultural and art institutions in recent years and has not been popularized in China.Audience development is a series of planned activities that promote organizational and audience relationships.Through a comprehensive approach and measures,these activities aim to eliminate the barriers of existing and potential audiences to participate in cultural activities,to meet the needs of the audience and to deepen and promote the relationship between the audience and the organization,and ultimately achieve good organizational development.The audience here includes both existing and potential,and barriers are also multifaceted.The purpose of audience development is to eliminate these barriers through planned and comprehensive methods and measures.It can be seen that audience development is essentially a human practice and a new concept and theory generated in practice.As a bridge between practice and theoretical connection and transformation,audience development is also an operational management method.The audience development activities that can be experienced by museum audience include hardware management,content management,and audience relationship management.Drawing on relevant research,audience expansion can be subdivided into four main types:cultural tolerance,marketing expansion,aesthetic training and audience education.this paper analyzes the audience development activities of the Nanjing Museum,and conducts a detailed analysis of the questionnaire,which not only reflects the obvious progress of the audience expansion,but also finds that there are still various problems.The investigation and analysis of the Nanjing Museum aims to explore the general development of the audience in Chinese museums,seek commonality in the operation and management of the museum,and discover and solve the common problems existing.In view of the universal problems in the audience expansion work of Chinese museums,this paper examines the theoretical and practical perspectives of audience development,and proposes ideas for further improvement from three aspects:hardware management,content management and audience relationship management.It is recommended that this is mainly to:enhance the audience experience,adhere to the needs of the audience,improve the layout of the building and service facilities;focus on the service of the audience,strengthen the museum exhibition planning and content-related activities;improve the museum's communication and audience Relationship through a variety of media efforts.