中国博物馆文创产品的创新之路

The Innovation Path of Cultural and Creative Products in Chinese Museums

通过整合国内外博物馆文创相关研究和总结市场上成功案例的内部逻辑,发现中国的博物馆文创主要在品牌定位、产品设计、运营销售以及情感互动性几个方面存在显著问题,因此针对这些问题分别提出了相应的解决策略,并增加了“品质”“系列化”两个维度的优化策略,以综合、前沿、国际性的视角,为中国博物馆文创产业的发展提供了一些可行性建议。

By integrating relevant research on the industry home and abroad and summarizing the internal logic of successful cases,this paper finds that there are problems in the brand positioning,product design,operation and sales,and emotional interaction in culture and innovation products in Chinese museums.Therefore,corresponding solutions are proposed for these problems,and optimization strategies in two dimensions of"quality"and"serialization"are added as a supplement.This paper provides some feasible suggestions for the development of cultural and creative industry in Chinese museums in a comprehensive,cutting-edge and international perspective.