我国档案馆开发文化创意产品的目标与策略研究

Research on the Objectives and Strategies of Developing Cultural and Creative Products in China’s Archives

档案馆开发文化创意产品的目标在于拉近与公众的距离,增强档案馆活力;由原来的单向灌输转为双向互动,唤醒公众历史记忆;实现公众“走进来”,档案馆“走出去”;在把档案文化传播出去的同时带来经济效益。档案馆开发文化创意产品应在传播社会主义核心价值观和时代主旋律的前提下,采用馆企合作、组建专业设计团队或艺术授权的方式,深度挖掘馆藏档案文化内涵,开发特色、实用产品,并利用数字媒体和知名品牌的优势,打造多种营销模式。

The goal of the archives to develop cultural and creative products is to attract the public and enhance the vitality of the archives,awaken the public’s historical memory from the original one-way instillation to mutual interaction,attract the visitors and introduce the archives to the outside world,and bring economic benefits while transmitting archival culture.The methods such as cooperation between achieves and enterprises,establishment of professional design teams or art authorization should be adopted for the development of cultural and creative products on the premise of spreading core socialist values and the theme of the times.The cultural connotation of collection archives and unique and practical products should be developed,and the digital media and well-known brands should be used to create marketing models.