当前博物馆的功能不再局限于藏品的收藏、保护、研究和陈展,随着社会形势的发展,博物馆积极地拓展其社会教育及公共服务职能,渐渐由重视藏品转为重视观众本身。观众作为博物馆信息人际传播的直接接受者,既是服务对象的集合体,也是其赖以生存的社会基础,成为更值得珍视的资源。而观众群的研究是现代博物馆学重要组成部分。[1]本文以山海关长城博物馆为例,通过对观众群调查研究以求最大限度地发挥博物馆的社会教育及公共服务职能。 With the development of the social situation, the museum actively expands its social education and public service functions and gradually shifts from focusing on collections to focusing on the audience itself. As the direct recipient of the interpersonal communication of museum information, the audience is not only a collection of service objects, but also the social foundation upon which it lives to become a more valuable resource. The study of audience is an important part of modern museum science. [1] This paper takes Shanhaiguan Great Wall Museum as an example, through the investigation and study of the audience in order to maximize the museum’s social education and public service functions.