4I模型下的博物馆文创产品开发路径研究

Research on Development Path of Museum Cultural and Creative Products in 4-I Mode

随着移动互联网与虚拟技术渗透进入人们的日常生活,大众对博物馆的认识不断加深,博物馆文创产品已成为检验博物馆产业化成功转型与否的重要指标。传统营销的4P模型整合升级成了契合移动互联媒介特征的4I模型。4I模型为了实现博物馆以“人”为中心的社会功能性,将博物馆的现有受众进行“一对一”的精准化定位,由此梳理出博物馆运营中极具经济效益和发展潜力的文创产品类别——“有形产品类”“个性定制类”“互联网类”和“交互体验类”,为文创产品的传统发展模式进行全面优化升级提出了方法。这有助于针对不同层次的博物馆目标受众进行有的放矢的信息传播,实现未来博物馆文创产品分众化带动个性化,构建线上分享带动线下体验的全面体系。并为建立博物馆文创产品运营生态闭环奠定了理论基础。

With the development of mobile internet and virtual technology,common people have more and more knowledge about museum.Museum cultural and creative products have become important indicator to the success of museum industrialization.Traditional marketing mode 4-P has changed into 4-I mode with the development of mobile internet and virtual technology.4-I mode precisely defines common customers to realize social function of museum centered with human.Therefore,4-I mode finds out valuable and potential cultural and creative products:tangible products,customization of individual character,internet products and interactive experience products,which provides methodology for the development of traditional museum cultural and creative products.4-I mode is helpful to realize targeted information spreading to specific customers,museum cultural and creative products individuation and construction of on-line and offline interactive experience.Moreover,it can lay theoretical foundation of museum cultural and creative products operating ecological closed loop.