随着新媒体的兴起,信息传播与反馈方式发生了显著的变化,作为社会文化机构的博物馆也对此进行了回应。当下,运用诸如微博、微信等新媒体手段,进行知识推送、展讯通告等活动,已经是相当一部分博物馆的惯常行为。然而,对于博物馆运用此类新媒体进行自身“营销”的效果及影响机制,却鲜有研究。本文以东北地区的一、二、三级博物馆为调查对象,考察其微博、微信的运营情况,以提供一个地区 With the rise of new media, the way of information dissemination and feedback has undergone significant changes, and the museum as a social and cultural institution has also responded to this. At present, the use of new media such as Weibo and WeChat, knowledge push, Spreadtrum notices and other activities is already a considerable part of the usual practice of museums. However, few studies have examined the effects and mechanisms of museums applying such new media for their own marketing. In this paper, I, II and III museums in the Northeast as the investigation object, examine its Weibo, WeChat operating conditions to provide a region