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Nowadays, museum services and marketing strategies take an important proportion in museum evaluation. This research studies museum classifications, characteristics, marketing strategy systems based on theory of marketing and management science in an effort to prepare for the new era in coming of museum service and marketing.

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介绍近十几年来博物馆服务营销兴起的原因，借鉴营销管理学服务营销理论，分析博物馆服务营销的实质，对博物馆服务产品进行分类，通过服务营销的案例，探究博物馆服务营销策略和特点。

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张慧红，硕士，上海科技馆副研究馆员，长期从事科普展示策划设计、项目管理和博物馆学研究，Email：zhanghh@sstm.org.cn。

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张慧红，硕士，上海科技馆副研究馆员，长期从事科普展示策划设计、项目管理和博物馆学研究，Email：zhanghh@sstm.org.cn。

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