“文旅融合下博物馆文创的探索与实践”学人笔谈

Forum on the“Exploration and Practices of Museum Merchandising in the Context of Culture and Tourism Integration”

博物馆文创是博物馆服务公众与社会、传承文明、传播文化、增强自身服务和造血功能的重要途径,也是实现“让文物活起来”“讲好中国故事”的重要方式。近年来国家出台多项政策促进博物馆文创工作的开展,促使博物馆文创工作进入一个全面发展阶段。博物馆文创专家们围绕文旅融合下文创工作的发展方向和策略、文创试点工作的经验梳理与细化,从文创资源整合、文创开发和设计、文创运营推广、品牌合作、IP授权等不同角度作了探讨,为今后一段时期内我国博物馆文创工作发展的业务实操和理论体系建设创新了思维、指明了方向。

Merchandizing is an important way for museums to serve the public and society,promote ci⁃vilization,spread culture,and enhance their own services and functions.It is also an effective way to“bring cultural relics to life”and“tell the Chinese story”.In recent years,the state has introduced a number of poli⁃cies to promote the development of cultural and creative merchandizing in museums and has led it into a full development stage.Centering on the development direction and strategy and practices of pilot institutions,experts discussed museum merchandizing focusing on resource integration,products design and develop⁃ment,operating and marketing,commercial cooperation,IP licensing,which provided innovative ideas and guidance for exploring the theories and practices of museum merchandizing in China.