2018年11月13日至22日，國際培訓中心2018年秋季培訓班在福建博物院成功舉辦。這是培訓中心首次在北京以外的中國城市舉辦培訓班。至此，培訓中心已經成功舉辦11期常規培訓班。

　　The ICOM-ITC November 2018 Training Workshop from 13 to 22 November has come to a close at Fujian Museum . This is the first time that the ICOM-ITC has launched a training workshop in a Chinese city outside Beijing. So far, the ICOM-ITC has organized 11 regular training workshops.

 

結業儀式頒發證書

　　國際博協培訓中心在博物館領域建立了良好的聲譽，其影響力和輻射范圍不斷擴大。本期招收31名學員，包括來自國內9省市不同機構的15名中國學員和來自亞非歐拉的16名國際學員。其中，來自海地和摩洛哥的3名學員為其所在國首次參與培訓的人員。截至目前，培訓中心的培訓范圍已擴展至世界五大洲72個國家。

　　With expanding influence and scope, the ICOM-ITC has established a good reputation among domestic and international museums. This workshop plays host to 31 participants—15 Chinese participants from different institutions in 9 provinces and 16 international participants from countries in Asia, Africa, Europe and Latin America. By welcoming three participants from Haiti and Morocco for the first time, the ICOM-ITC has expanded its training coverage to 72 countries around the world.

中國專家授課

　　圍繞本期培訓主題“博物館宣傳推廣：提升相關性與吸引力”，7位中外專家分別結合自己的工作實踐，從博物館品牌建設、市場營銷、公共關系和吸引新觀眾的策略等專題展開課程。

　　Centering on the workshop theme “Promoting your Museum: Make it Relevant and Attractive”, seven experts from home and abroad gave lectures on varied topics, including museum branding, trends in marketing, public relations and strategies to attract new audiences based on their practices and experiences.

　　國家文物局副局長關強從國內政策法規、行業監管、業務規范和宣傳推廣等方面，詳細介紹了中國博物館的發展現狀。故宮學院院長、國際博協培訓中心主任宋紀蓉講述了故宮文物醫院的建立與發展，包括文物醫院的發展基礎、科學構建、故宮文物的預防科學以及文物醫院的發展現狀。福建博物院院長吳志躍分享了社會發展中許多創新發展的實例，認為創新引領博物館發展，博物館應在展覽策劃、服務品牌、產業發展和管理模式四方面加強創新。

　　Mr. Guan Qiang, Deputy Director of the State Administration of Cultural Heritage, gave a detailed introduction to the development of Chinese museums in terms of domestic policies and regulation, industry supervision, conduct codes and museum promotion. Dr. Song Jirong, Director of Gugong Institute and Director of the ICOM-ITC, elaborated on the establishment and development of the Hospital for Conservation at the Palace Museum, including its foundation, well-designed constitution, preventive conservation methods and development. Mr. Wu Zhiyue, Director of Fujian Museum, gave many relevant examples to demonstrate how innovation drove museum development, especially the innovative initiatives in exhibition planning, service branding, industry development and management models.

國外專家授課

　　巴西文化機構咨詢顧問路易斯·馬塞羅·門德斯探討了博物館品牌推廣的新形態，鼓勵學員通過實地考察、調查研究和數據分析等方式，真正認識到博物館的優勢與不足、潛在觀眾群體和未來發展趨勢。西班牙熔巖工作室聯合創始人塞西莉亞·馬丁以千禧一代思維模式為切入點，指出博物館要了解觀眾的喜好與需求，并在社交媒體上創造熱門換話題來吸引不同受眾。法國羽文化創始人張羽結合自己豐富的實踐經歷，分享了她在博物館宣傳推廣、經費運營、道德規范、展覽交流方面的獨到見解。

　　Mr. Luis Marcelo Mendes, Consultant to Cultural Organizations, discussed a new shape of museum branding and encouraged participants to truly recognize a museum’s strengths and weaknesses, its potential audience and future trends through observation, communication and data analysis. Ms. Cecilia Martine, Co-founder of Lava Lab, started her session with an introduction of the millennial mindset, pointing out that museums should understand the audience's preferences and needs, and create catchy content on social media for different audiences. Ms. Zhang Yu, Founder of Yu Culture, shared her practical experiences and insights on the topics of museum branding, funding, ethics, as well as marketing and communication around an exhibition.

   

課堂精彩瞬間

　　本期培訓班依舊延續了“展示匯報”環節。培訓前，學員按要求制作幻燈片，簡要介紹自己所服務的博物館，該博物館當前面臨的一個宣傳推廣方面的問題，以及解決此問題的重要性。這個環節由一名中國學員和一名國際學員共同主持，學員按順序上臺發言。課程目的是讓學員們通過展示匯報的方式，掌握向觀眾講好故事的方法，同時增進學員之間的相互了解。

　　The “Show and Tell” session remained in this workshop. Participants were required to prepare a presentation prior to the workshop to briefly introduce the institutions they serve, one of their current branding problems, and why the problem matters. This session, co-hosted by a Chinese participant and a foreign counterpart, enables participants to express themselves and introduce the audience to their institutions. It aims to help participants master skills of telling good stories and enhance mutual understanding between participants.

  

“展示匯報”環節

　　“藏品閱讀”一直是培訓班的經典課程之一，由加拿大專家克勞德·福貝爾授課指導。本期課程中選用的6件藏品均為福建博物院收藏的珍貴文物。學員們根據所選文物，分組閱讀藏品信息，研究該藏品的年代、材質、功能，進行小組討論，最后通過生動形象的形式為大家演繹藏品“故事”，讓不會說話的文物都活了起來。

　　The “Reading Artifacts” is a classic session given by the Canadian expert Claude Faubert. The six artifacts selected in this session are all precious cultural relics collected by Fujian Museum. Participants chose the artifact they were most interested in and divided themselves into 6 groups to explore the artifact’s age, texture, function, etc. After group discussion, participants recounted the stories behind these artifacts through words, drawings and shows, which endows life to the silent objects.

加拿大專家克勞德·福貝爾指導藏品閱讀課程

   

　　本次培訓還開展了豐富的課外實踐活動，與課堂內容緊密結合。巴西專家路易斯將學員分為兩組，一組在福建博物院內以普通觀眾視角參觀，拍攝自己感興趣的地方；另一組則在福建博物院周圍社區，隨機采訪路人，完成100份調查問卷。這項活動是希望學員能夠直接與觀眾對話，從而了解觀眾的真實需求和博物館的現存問題。除了常規課程，專家和學員們還參觀了福建博物院和福建省非物質文化遺產博覽苑，觀看福建地方戲曲演出，赴湄洲島實地學習，在了解中國博物館的同時，也充分體驗當地傳統文化。

　　The workshop also launched a series of practical activities associated with the sessions. The Brazilian expert Luis divided participants into two groups. One group took the perspective of a visitor and photographed what they were interested in Fujian Museum, whereas the other group randomly interviewed passers-by in the community around Fujian Museum and completed 100 questionnaires. Luis hoped that all participants would talk directly to visitors to better understand their needs and the existing problems of the museum. In addition, the workshop also led experts and participants to visit the local Intangible Cultural Heritage Museum and Fujian Museum, watch local operas, and took on a field trip to Meizhou island, in which ways they fully experienced local traditional culture.

   

學員采訪路人做調查問卷

專家和學員觀看福建地方戲曲演出

學員體驗木偶戲表演

參觀當地博物院

　　此次培訓班的成功舉辦，得益于故宮博物院、國際博協、國際博協中國國家委員會和福建博物院的共同協作。今后，培訓中心將繼續開展豐富實用的主題課程，為博物館同仁搭建良好的國際交流平臺，提供博物館領域最前沿的知識和信息，促進世界范圍內尤其是亞太地區各國博物館的蓬勃發展。

　　The workshop owes its success to the concerted collaboration of the Palace Museum, ICOM, ICOM China and Fujian Museum. In the future, the ICOM-ITC will continue to develop more diverse and practical themed training workshops, build an effective international platform for exchanges among museum professionals, and equip them with cutting-edge museum knowledge and information, which aims to promote museum development around the world, especially in the Asian-Pacific region.