本文分析了新形势下博物馆事业发展的现状,优势、趋势、存在的困境,探讨改革途径:加强博物馆旅游产品规划;加强博物馆的旅游品牌形象规划设计;加强博物馆的旅游宣传促销工作。对全面推动博物馆朝着健康、持续、快速发展有着重要的现实意义。 This article analyzes the status quo, advantages, trends and existing predicaments of the development of museums in the new situation, and discusses the ways of reform: to strengthen the tourism product planning of museums; to strengthen the planning and design of the tourism brand image of museums; to strengthen the tourism promotion activities of museums. It is of great practical significance to promote the museum towards health in an all-round way and to achieve sustained and rapid development.