文创开发与社会角色转型——以苏州博物馆原真性开发模式为例

Cultural and Creative Development and Social Role Transformation:Taking Suzhou Museum’s Fabricating Authenticity Mode as an Example

社会生活的发展带来审美文化中传统边界的不断消解和共享文化的逐渐兴起,消费者追求产品蕴含的原真性,对此,各类文化组织应转变思路,以原真性作为内容生产的新目标。我国博物馆为应对转型发展的巨大压力,必须注重开发文创衍生品,建构品牌原真性。苏州博物馆的文创品牌开发过程表明,博物馆文创产品开发需要充分利用品牌遗产、创意设计与整合营销三重驱动力实现创意原真性,并通过文化背景和场景体验构成国家原真性,最终建立起博物馆文创的品牌原真性,推动博物馆转变为现代生活中的文化分享者,实现博物馆的可持续发展和社会文化的全面繁荣。

The dissolution of traditional cultural boundaries and the rise of sharing culture promote cultural organizations to change their posture.Museums should pay attention to the development of cultural and creative derivatives and realize the construction of brand authenticity through national and creative construction.Suzhou Museum makes full use of the three driving forces of brand heritage,creative design and integrated marketing through creative management to build the creative authenticity,while the cultural background and scene experience constitute the national authenticity.With the support of these factors,Suzhou promote the transformation of museums into cultural sharers in modern life,and realize the sustainable development of museums and the overall prosperity of social culture.