The purpose of consumer research in the 1. museum industry

Museum industry consumer research refers to the market research and analysis of potential or existing consumers of museums, aiming to understand the characteristics, needs, preferences, satisfaction, loyalty, etc. of consumers, as well as various factors affecting consumer behavior, so as to provide data support and decision-making basis for the operation management and marketing of museums.

The purpose of consumer research in the museum industry is mainly the following:

-Understand the museum's target market and target consumers, determine the museum's market positioning and competitive advantage;

-Evaluate the market demand and market potential of museums, predict the market size and market share of museums;

-Analyze the market environment and market competition of museums, identify opportunities and threats of museums;

-Explore consumer behavior and consumer psychology in museums, and reveal consumer values and consumer motivations in museums;

Evaluate museum products and services and measure consumer satisfaction and loyalty;

-Optimize the museum's marketing strategy to enhance the museum's brand image and brand influence.

The method of consumer research in the 2. museum industry.

The methods of consumer research in the museum industry mainly include quantitative research and qualitative research. According to different research purposes and research objects, suitable research methods can be selected, or a combination of multiple research methods can be used to improve the effectiveness of research. And accuracy.

Quantitative research refers to the survey method of measuring and analyzing the number, proportion, distribution and correlation of museum consumers through quantitative data and statistical methods. Commonly used quantitative research tools include questionnaire survey, network survey, telephone survey and so on. The advantage of quantitative research is that a large amount of data can be obtained, objective analysis can be carried out, and representative and universal.Conclusion. The disadvantage of quantitative research is that it can not deeply understand the personality, emotion and attitude of consumers, and can not reflect the intrinsic motivation and demand of consumers.

Qualitative research refers to the research method of describing and understanding the views, feelings and experiences of museum consumers through non-quantitative data and interpretation methods. Commonly used qualitative research tools include interviews, observations, focus groups, case studies, etc. The advantage of qualitative research is that it can gain an in-depth understanding of consumers' personalities, emotions, attitudes, etc., and can reflect consumers' intrinsic motivations and needs. The disadvantage of qualitative research is that it cannot obtain a large amount of data, cannot conduct objective analysis, and cannot draw representative and universalConclusion。

The Process of Consumer Research in 3. Museum Industry

The process of consumer research in the museum industry generally includes the following steps:

-Determine the research objectives: clarify the theme, content, scope and duration of the research, and formulate research plans and programs;

-Design research tools: according to research objectives and methods, design research tools, such as questionnaires, interview guides, observation forms, etc., to ensure the effectiveness and feasibility of research tools;

-Collect research data: collect relevant data from research objects through research tools, pay attention to control the quality and quantity of data, and avoid data deviation and error;

-Analysis of research data: through data collation, induction, classification, statistics, comparison, correlation and other methods, to analyze the data, extract the information and value of the data;

-Writing research report: according to the analysis of data, writing research report, summarizing the research results andConclusion, put forward suggestions and opinions on the research, and improve the research documents and attachments.

4. museum industry consumer survey results

This article takes Shangpu Consulting as an example to introduce the results of consumer research in the museum industry, including the following aspects:

-The basic characteristics of museum consumers: the basic characteristics of museum consumers, such as age, gender, education, income and occupation, as well as the basic characteristics of museum consumers, such as region, source and mode;

-Demand analysis of museum consumers: demand analysis of museum consumers' motives, purposes, expectations, preferences, etc. of museum tourism, as well as demand analysis of museum products and services of museum consumers;

-Behavior analysis of museum consumers: behavioral analysis of museum consumers' museum tours such as frequency, duration, cost, and itinerary, as well as behavioral analysis of museum consumers' purchase, use, and evaluation of museum products and services;

-Museum consumer satisfaction analysis: museum consumer satisfaction analysis of the overall museum, as well as museum consumer satisfaction analysis of various aspects of the museum, such as museum exhibitions, activities, environment, facilities, services, etc;

-Museum consumer loyalty analysis: museum consumer repeat consumption, recommend, word of mouth, trust and other loyalty analysis, as well as museum consumer loyalty factors analysis.

A Case Study of Consumer Research in the 5. Museum Industry

This article takes Shangpu Consulting as an example to share the case of consumer research in the museum industry.

Examples and experience, including the following cases:

-Case 1: Consumer survey of the Palace Museum in Beijing. The Palace Museum in Beijing is the largest comprehensive museum in China and the largest ancient palace complex in the world, attracting tens of millions of visitors every year. Shangpu Consulting conducted a consumer survey for the Palace Museum in Beijing, aiming to understand the consumer characteristics, needs, behaviors, satisfaction and loyalty of the Palace Museum, and provide data support and strategic suggestions for the operation management and marketing of the Palace Museum. Shangpu Consulting Company adopted the method of combining quantitative research and qualitative research, collected the consumer data of the Palace Museum through questionnaire survey, interview, observation and other tools, and carried out in-depth analysis and summary. The survey results show that the consumers of the Palace Museum mainly have the following characteristics:

The age distribution is relatively uniform, the sex ratio is close, the education level is high, the income level is low, and the occupations are mainly students, teachers, and civil servants;

The geographical distribution is mainly in Beijing, Tianjin, Hebei and other surrounding areas, the source is mainly free travel, and the way is mainly family travel and team travel;

The motivation is to learn, appreciate and experience, the purpose is to understand history, culture and art, the expectation is to give priority to rich exhibitions, beautiful environment and professional services, and the preference is to give priority to traditional exhibitions, interactive activities and innovative products;

The frequency is mainly once a year, the duration is mainly half a day, the cost is mainly less than 100 yuan, and the itinerary is mainly the Palace Museum;

Purchase of tickets, souvenirs, books, use to watch, take pictures, participation, evaluation to satisfaction;

The overall satisfaction with the Palace Museum is higher, and the satisfaction with the exhibition, environment, facilities, services and other aspects of the Palace Museum is also higher, but the satisfaction with the flow of people, queuing time, catering prices and other aspects of the Palace Museum is lower;

The loyalty to the Palace Museum is high, there is a high willingness to repeat consumption and recommend, and there is a high reputation and trust. The main influencing factors of loyalty are the exhibition, environment and service of the Palace Museum.

Based on the research results, Shangpu Consulting Company put forward the following suggestions for the Palace Museum:

Strengthen the market positioning and competitive advantages of the Palace Museum, highlight the history, culture, art and other characteristics of the Palace Museum, and build the brand image and brand influence of the Palace Museum;

Expand the market demand and market potential of the Palace Museum, meet the different needs of different consumers, provide diversified products and services, and increase the market scale and market share of the Palace Museum;

Optimize the market environment and market competition of the Palace Museum, pay attention to the opportunities and threats of the Palace Museum, deal with the challenges and risks of the Palace Museum, and improve the market adaptability and market competitiveness of the Palace Museum;

Deepen the consumer behavior and consumer psychology of the Palace Museum, understand the consumer value and consumer motivation of the Palace Museum, influence the consumer decision-making and consumer behavior of the Palace Museum, and enhance the consumer satisfaction and consumer loyalty of the Palace Museum.

-Case 2: Shanghai Science and Technology Museum consumer research. The Shanghai Science and Technology Museum is the largest popular science education base in China and one of the most advanced science and technology museums in the world, attracting millions of visitors every year. Shangpu Consulting conducted a consumer survey for the Shanghai Science and Technology Museum, aiming to understand the consumer characteristics, needs, behaviors, satisfaction and loyalty of the Shanghai Science and Technology Museum, and provide data support and strategies for the operation management and marketing of the Shanghai Science and Technology Museum. Suggest. Shangpu Consulting Company adopted the method of combining quantitative research and qualitative research, collected the consumer data of Shanghai Science and Technology Museum through questionnaire survey, interview, observation and other tools, and carried out in-depth analysis and summary. The survey results show that the consumers of Shanghai Science and Technology Museum mainly have the following characteristics:

The age distribution is mainly young people, the gender ratio is close, the education level is higher, the income level is higher, and the occupations are mainly students, teachers, and scientific and technical personnel;

The geographical distribution is mainly in Shanghai, Jiangsu, Zhejiang and other surrounding areas, the source is mainly free travel, and the mode is mainly family travel and team travel;

The motivation is mainly learning, exploration and experience, the purpose is to understand science, technology and innovation, the expectation is mainly rich exhibitions, interactive activities and innovative products, and the preference is mainly modern exhibitions, science fiction activities and intelligent products;

The frequency is mainly once a year, the duration is mainly one day, the cost is mainly less than 200 yuan, and the itinerary is mainly the Shanghai Science and Technology Museum;

Purchase of tickets, souvenirs, books, use to watch, take pictures, participation, evaluation to satisfaction;

The overall satisfaction with the Shanghai Science and Technology Museum is higher, and the satisfaction with the exhibition, environment, facilities, services and other aspects of the Shanghai Science and Technology Museum is also higher, but the satisfaction with the flow of people, queuing time, catering prices and other aspects of the Shanghai Science and Technology Museum is lower;

The loyalty to the Shanghai Science and Technology Museum is high, there is a high willingness to repeat consumption and recommend, there is a high reputation and trust, loyalty is mainly affected by the Shanghai Science and Technology Museum's exhibition, environment, services and so on.

Based on the survey results, Shangpu Consulting Company put forward the following suggestions for Shanghai Science and Technology Museum:

Strengthen the market positioning and competitive advantages of the Shanghai Science and Technology Museum, highlight the science, technology, innovation and other characteristics of the Shanghai Science and Technology Museum, and build the Shanghai Science and Technology Museum

brand image and brand influence;

Expand the market demand and market potential of Shanghai Science and Technology Museum, meet the different needs of different consumers, provide diversified products and services, and increase the market scale and market share of Shanghai Science and Technology Museum;

Optimize the market environment and market competition of Shanghai Science and Technology Museum, pay attention to the opportunities and threats of Shanghai Science and Technology Museum, deal with the challenges and risks of Shanghai Science and Technology Museum, and improve the market adaptability and market competitiveness of Shanghai Science and Technology Museum;

Deepen the consumer behavior and consumer psychology of the Shanghai Science and Technology Museum, understand the consumer value and consumer motivation of the Shanghai Science and Technology Museum, influence the consumer decision-making and consumer behavior of the Shanghai Science and Technology Museum, and enhance the consumer satisfaction and consumer loyalty of the Shanghai Science and Technology Museum.

-Case 3: Consumer Survey at the Louvre in Paris. The Louvre in Paris is the most famous art museum in the world and one of the largest museums in the world, attracting tens of millions of visitors every year. Champ Consulting conducted consumer research for the Louvre in Paris, aiming to understand the consumer characteristics, needs, behaviors, satisfaction and loyalty of the Louvre in Paris, and provide data support for the operation management and marketing of the Louvre in Paris And strategic advice. Champ Consulting used a combination of quantitative and qualitative research to collect consumer data from the Louvre in Paris through questionnaires, interviews, observations and other tools for in-depth analysis and summary. The survey results show that the consumers of the Louvre in Paris mainly have the following characteristics:

The age distribution is mainly middle-aged and elderly, the sex ratio is mainly female, the education level is higher, the income level is higher, and the occupation is mainly white-collar workers, teachers, artists, etc;

The geographical distribution is mainly in Europe, North America, Asia and other regions, the source is mainly group tours, and the way is mainly family outings and couples outings;

The main motive is appreciation, experience and collection, the main purpose is to understand art, culture and history, the main purpose is to expect rich exhibitions, beautiful environment and professional services, and the preference is to give priority to classic exhibitions, romantic activities and exquisite products;

The frequency is mainly once in a lifetime, the duration is mainly one day, the cost is mainly over 500 yuan, and the itinerary is mainly the Louvre in Paris;

Purchase of tickets, souvenirs, books, use to watch, take pictures, participation, evaluation to satisfaction;

The overall satisfaction with the Louvre in Paris is higher, and the satisfaction with the exhibition, environment, facilities, services and other aspects of the Louvre in Paris is also higher, but the flow of people, queuing time, catering prices and other aspects of the Louvre in Paris Satisfaction is low;

Loyalty to the Louvre in Paris is higher, there is a higher willingness to repeat consumption and recommend, there is a higher reputation and trust, loyalty is mainly affected by the Louvre in Paris exhibition, environment, service and so on.

Based on the results of the survey, Champ Consulting made the following suggestions for the Louvre in Paris:

Strengthen the market positioning and competitive advantage of the Louvre in Paris, highlight the artistic, cultural and historical characteristics of the Louvre in Paris, and build the brand image and brand influence of the Louvre in Paris;

Expand the market demand and market potential of the Louvre in Paris, meet the different needs of different consumers, provide diversified products and services, and increase the market size and market share of the Louvre in Paris;

Optimize the market environment and market competition of the Louvre in Paris, pay attention to the opportunities and threats of the Louvre in Paris, deal with the challenges and risks of the Louvre in Paris, and improve the market adaptability and market competitiveness of the Louvre in Paris;

Deepen the consumer behavior and consumer psychology of the Louvre in Paris, understand the consumer value and consumer motivation of the Louvre in Paris, influence the consumer decision-making and consumer behavior of the Louvre in Paris, and improve the consumer satisfaction and consumer loyalty of the Louvre in Paris.