一、前言市场经济下,各行各业都加入了竞争的行列。优胜劣汰是市场经济发展的必然结果。博物馆,作为一个文化事业运行的载体,如何在激烈的竞争中,既要保持文化单位的先进性,又要在形形色色的旅游景点中博得一席之地,成为当今博物馆所要面临的重要问题。长期以来,作为文化事业单位,博物馆在计划经济的调控下,造成办事效率不高,依赖思想严重,人浮于事的局面。近年来,旅游业蓬勃发展,人造景点有着日新月异的变化,吸引了大多数游客的眼球,为了更好地推动旅游业的发展,在旅游局的号召与领导下,各景点(区)踊跃走出家门,竞相亮相,以获得更大的旅游市场,拓展客源。同行们都已跻身于市场经济的浪潮中,在这种情况下,我们博物馆应如何应对呢?对于博物馆来说,营销并不是做生意,而是追求博物馆的宗旨,为广大游客服务。英 I. Introduction In the market economy, all walks of life have joined the ranks of competition. Survival of the fittest is the inevitable result of the development of market economy. As a carrier for the operation of cultural undertakings, how to maintain the advanced nature of cultural units and gain a place in tourist attractions of all kinds has become an important issue for museums in the fierce competition. For a long time, as a cultural institution, the museum under the control of a planned economy has caused its work efficiency is not high, rely on serious thinking, people floating in the situation. In recent years, with the rapid development of tourism industry and the ever-changing artificial attractions, it has attracted the attention of most tourists. In order to better promote the development of tourism, under the leadership of the tourism administration, various scenic spots (regions) have actively stepped out from their homes , Competing to debut in order to obtain a larger tourism market and expand customer base. Our colleagues are among the tide of market economy. Under such circumstances, how can our museum cope? For the museum, marketing is not the business, but the pursuit of the museum’s purpose, for the majority of tourists. British