故宫博物院文创产品设计创新路径探析

Exploration on Innovative Methods of Culture and Creative Products Design in The Palace Museum

近几年,故宫文创以"网红"的身份不断走进人们的视线,更走在了数字文创的前沿,赢得了流量与销售额,究其背后原因为何?文章以此为切入点,运用案例分析、文献查阅、定性分析等研究方法,从设计模式及营销模式两个角度剖析故宫文创产品设计的创新路径,从而阐述其文创产品设计创新所具备的4I:趣味性、利益性、互动性、个性化,旨在为更多博物馆文创产品的策划、设计人士提供实质性的研究基础,并重塑大家对文创产品的认知。

In recent years, The Palace Museum’s culture and creative products, as the " Internet celebrity", has been constantly stepping into people’s sight, and it is also at the forefront of digital culture and creative products,winning rate of flow and sales. What are the reasons behind this? This problem as a breakthrough point for analysis. It uses case analysis, literature review, qualitative analysis and other research methods, this paper analyses the innovative path of The Palace Museum creative product design from two perspectives of design mode and marketing mode, and then elaborates the 4 I of its innovation about cultural creative product design:Interesting、Interests、Interaction、Individuality, it aims to provide substantial research basis for more creative planners and designers, as well as to reshape people’s deep understanding of creative products.