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良好的形象是博物馆的无形资产,它可以取得公众的信任与支持,吸引更多的观众,吸引社会与个人的公益赞助,获得更广阔的文物与资金途径;同时,良好的形象还可以使博物馆内部产生巨大的凝聚力,使员工感到自豪与满足,激发其工作积极性、主动性与创造性。博物馆的形象包括三个层面的内容一是外层的,即外观形象层,是有形的,观众感官能感觉到的;二是中间层,即行为形象层,包括从业人员的职业道德、服务态度、工作作风、业务素质等;三是深层,即理念形象层,它完全是无形的,隐藏于外观形象和行为形象中表现自己。理念形象在博物馆的形象建设中起核心和支配作用,因此在塑造博物馆形象时,首先必须确立理念形象,并由此带动行为形象和外观形象的塑造,重点抓基础、抓内部。
Good image is the museum’s intangible assets, it can gain the trust and support of the public, attract more viewers, attract social and personal charity, access to a wider heritage and financial means; the same time, a good image can also make museums Great internal cohesion, so that staff feel proud and satisfied to stimulate their work enthusiasm, initiative and creativity. Museum’s image includes three levels of content: the outer one, that is, the appearance of the image layer, is visible, the senses of the senses can feel; second, the middle layer, that is, the behavioral image layer, including practitioners of professional ethics, service attitude , Style of work, professional quality, etc .; Third, the depth, that is, the image of the concept of image, it is completely invisible, hidden in the appearance of the image and behavior of the performance of their own. The image of the concept plays a central and dominant role in the image construction of the museum. Therefore, in shaping the image of the museum, the concept image must first be established and the shaping of the image of the behavior and the appearance of the image should be driven by focusing on the foundation and the interior.