科学技术的有力支撑推动着博物馆事业快速发展。如今互联网已经深深地改变了人们的生活方式。在以移动互联网为基础的新媒体时代,众多国内、国外博物馆利用新媒体应用技术开展各有特色的公共服务。而在文化产业大发展的背景下,新媒体应用技术同样可以为博物馆文化产品的营销服务。本文对博物馆文化产品借助新媒体进行网络营销的优势与途径进行阐述,为推进博物馆文化产业发展,让博物馆更好地为社会服务提供些许思路。 The strong support of science and technology promote the rapid development of the museum. Today the Internet has profoundly changed people’s way of life. In the era of new media based on mobile Internet, many domestic and foreign museums use new media application technologies to carry out their own distinctive public services. In the context of the great development of cultural industries, the application of new media technologies can also serve the marketing of museum cultural products. This article elaborates the advantages and ways of museum cultural products marketing by means of new media, and provides some ideas for museums to better serve the society by promoting the development of cultural industries in museums.