市场营销对动手型博物馆来说非常关键。动手型博物馆的市场、产品开发、人力资源管理、运营管理、教育和活动规划之间关系紧密。因此，市场决策是所有管理决策中的主要环节，有效的市场营销能够帮助机构实现教育目的。成功的市场营销需要对目标观众需求进行有效的辨别以及要有以客户为本的服务意识，并且预算要控制在能力范围之内。掌握市场营销组合，如价格和促销等工具，能够向潜在观众传递关于动手型博物馆和科技中心的重要信息。不过，大多数参观的人都是从朋友和家庭成员那里获取相应信息的。这是由于有效的市场规划需要贯穿以观众为导向的文化，以确保观众体验能满足他们的期待。因此，在竞争过度激烈的休闲市场里，任何旅游景点的持续成功根本上取决于给观众提供优质的服务，这便需要有效的运营和人力资源管理。

[1] A.Palmer，Principles of Service Marketing，Maidenhead：McGraw Hill，1994，p.23.

[2] M.McDonald，Marketing Plans：how to prepare them，how to use them，Oxford：Butterworth-Heinemann，3rd edition，1995.

[3] F.McLean，Marketing the Museum，London：Routledge，1997；E.Hill，C.O'Sullivan and T.O'Sullivan，Creative Arts Marketing，Oxford：Butterworth-Heinemann，1995；A.Palmer，op.cit.；S.Runyard，The Museum Marketing Handbook，London：HMSO，1994；P.Kotler，Marketing Management，New Jersey：Prentice Hall，8th edition，1994.

[4] S.Davies，By Popular Demand：a strategic analysis of the market potential for museums and galleries in the UK，London：Museums and Galleries Commission，1994，pp.76-80.

[5] S.Davies，By Popular Demand：a strategic analysis of the market potential for museums and galleries in the UK，London：Museums and Galleries Commission，1994，p.55.

[6] M.Hanna，Sightseeing in the UK 1995，London：BTA/ETB Research Services，1996，p.39.

[7] For a full investigation of the museum visitor market in the UK，the reader is advised to consult S.Davies，op.cit.

[8] OPCS，op.cit.

[9] Mintel，Leisure Time 1995，quoted in C.Gratton，‘Time out’，Leisure Management，Oct.1995，pp.24-5.

[10] Hilton Hotels and Resorts，Time Values Study，1991，quoted in T.Silberberg and G.D.Lord，‘Increased self-generated revenue：children’s museums at the forefront of entrepreneurship into the next century’，Hand to Hand，7，2，1993，pp.1-5.

[11] Leisure Consultants，Leisure Forecasts，1996-2000：Vol.2，leisure away from home，Sudbury：Leisure Consultants，1996，p.46.

[12] S.Davies，op.cit.，p.56；Department of National Heritage，People Taking Part，London：DNH，1996，p.7.

[13] S.Davies，op.cit.，p.58.

[14] S.Davies，op.cit.，p .38.

[15] DNH，op.cit.，p.7.

[16] Office of Population，Census and Surveys，Day Visits in Great Britain 1991/2，London：HMSO，1992.

[17] S.Davies，op.cit.，p.55.

[18] V.Cave，‘Preliminary findings of the Eureka！visitor survey’，in A.Hesketh，‘Eureka！The Museum for Children：visitor orientation and behaviour’，unpublished dissertation，University of Birmingham：Ironbridge Institute，1993，Appendix C.

[19] K.M.Reeves，‘A study of the educational value and effectiveness of child-centred interactive exhibits for children in family groups’，unpublished dissertation，University of Birmingham：Ironbridge Institute，1993，p.16.

[20] S.Davies，op.cit.，p.54.

[21] OPCS，1992，op.cit.

[22] OPCS，1992，op.cit.

[23] English Tourist Board，1993 Annual Report，London：English Tourist Board，1994.

[24] M.Hanna，op.cit.，p.39.

[25] Overnight visitor figures supplied by Yorkshire Tourist Board，Feb.1997.

[26] Derived from postcode data supplied by Techniquest.The postcodes of 20 per cent of visitors were recorded from July to October 1996.

[27] M.Hanna，op.cit.，p.43.

[28] M.Hanna，op.cit.，p.43.

[29] M.Hanna，op.cit.，p.43.

[30] T.Silberberg and G.D.Lord，loc.cit.

[31] T.Silberberg and G.D.Lord，loc.cit，p.2.

[32] V.Cave，loc.cit.

[33] Interview with Nancy Kolb，Director，Please Touch Museum，5.11.91.

[34] J.Saker and G.Smith，‘Marketing’，a series of four articles in Leisure Opportunities，115-19，Sept.-Dec.1993.

[35] M.Hanna，op.cit.，p.45.

[36] P.Kotler，op.cit.，p.373.

[37] S.Freeman，‘Causing a promotion’，Museums Journal，March 1997，pp.28-9.

[38] M.Hanna，op.cit.，p.45.

[39] N.Winterbotham，‘Digital cognition—（thinking with our fingers）’，unpublished paper in ‘Hands-on…and pulling them in？’ session at 1996 Museums Association Conference in Harrogate.