THE ANALYSIS ON DEVELOPING SITUATION AND STRATEGY OF THE MUSEUM TOURISM PRODUCTS IN CHINA

When the tourism began to develop in our country, the museum was a very important tourist resource, and enriches the structure of tourism product. Nowadays, in China, there is a very strange phenomenon, which is the quantity of museum is increasing greatly, and many investors or administrators engaged to built the museum. On the other hand, in many museums, the visitors are very few. In this article, the author analyzed the phenomenon. At the beginning of the article, the present situation of museum tourism product is analyzed. There are four problems in developing the museum resources. Firstly, the quantity of museum has increased greatly, but the attracted museums are very little. Secondly, the types of museum are very simple, and the many museums cannot meet the demand of local people, especially when the domestic market is booming. Thirdly, the display method and the content are older and undeveloped. Fourthly, the manager of museum pays no attention to the promotion. However, the tendency of world museum is that the interacting display method is the mainstream after the science and technology museum appeared. The second tendency is the concept of leisure experience appears in west. According to the world tendency and the present situation of china museum, the author raises the four strategies. The first is paying more attention on the demand of local visitor, and enrich the type of museum. The second is taking the theory of enterprise marketing into management of museum. The third is developing the display method, and increase the service item so as to improve the economic efficacy. The forth is raising money in many ways, and encourage the private enterprise to build the museum by legislation.