文旅融合背景下图书馆文创产品开发实践探索——以上海图书馆为例

Practice of Library Cultural and Creative Products Development under the Background of Cultural Tourism Integration:Taking Shanghai Library as an Example

[目的/意义]文旅融合背景下,图书馆开发文创产品成为一种新业态。以上海图书馆文创产品开发实践为个案进行分析,为图书馆文创产品开发提供参考借鉴。[方法/过程]分析上海图书馆文创产品开发历程、文创产品类型与宣传途径。[结果/结论]根据上海图书馆文创产品开发实践的成功经验,提出图书馆应积极引入社会力量、推广PPP模式;广泛挖掘文化资源、提取创意元素;开发系列产品、打造IP;利用社交媒体、注重宣传推广;开展文创延伸活动,增加用户粘度。

[Purpose/significance]Under the background of cultural tourism integration,the development of library cultural and creative products has become a new business form.This paper takes the practice of cultural and creative products development in Shanghai Library as a case to analyze,so as to provide reference for the development of cultural and creative products in the library.[Method/process]This paper analyzes the development process,types and publicity ways of cultural and creative products in Shanghai Library.[Result/conclusion]According to the successful experience of cultural and creative product development of Shanghai Library,this paper puts forward that the library should actively introduce social forces to promote PPP mode,widely mine cultural resources to extract creative elements,develop series products to create IP,use social media to publicity and promotion,and carry out extension activities to increase user viscosity.