社会化网络时代博物馆文创IP经济模式研究

Research on the IP Economic Model of Museum Cultural Creation in the Era of Social Network

随着社会化网络的升级与市场经济的发展,我国部分博物馆基于馆藏文化IP资源,开始转变发展模式,追求新文创经济发展。北京故宫博物院充分利用自有IP资源,成功开发了纪念类、影视类、生活类等文创IP产品矩阵,一时成为其他博物馆文创IP开发纷纷效仿的样本。从博物馆文创IP经济运行机理来看,它主要基于社会化网络平台,通过调动粉丝的参与积极性构建起以内容为核心的"多链式"IP经济运行模式。这种IP经济运行模式现已展现了强大的经济效益和社会效益,但它依赖于情感经济而构建起来的文化经济模式也具有一定的局限性。

With the upgrading of social network and the development of market-oriented economy,some museums in China have begun to change the development mode and pursue the development of new cultural and creative economy based on the collection of cultural IP resources.Beijing Palace Museum has made full use of its own IP resources to successfully develop a matrix of cultural and creative IP products such as memorial,film and television,and daily life,which has become a model for other museums to follow.From the perspective of the operation mechanism,museum cultural and creative IP economy is mainly based on the social network platform,through mobilizing the participation of fans to build a"multi-chain"IP economic operation mode with content as the core.This kind of IP economic operation mode has shown strong economic and social benefits,but the cultural economic model based on emotional economy also has some limitations.