基于IP消费趋势下的博物馆品牌形象设计研究

Research on Museum Brand Image Design Based on IP Consumption Trend

随着数字化、体验式经济的迅速发展,IP消费市场的发展与文化博物馆产业的兴起,做好博物馆的IP形象塑造成为活化博物馆品牌市场的重要途径。文章从IP的消费视域下,通过文献查阅和典型案例的分析,探索博物馆品牌如何在竞争激烈的品牌消费市场中更好地吸引受众,高效地推动博物馆的品牌形象传播。

With the rapid development of digital and experiential economy,the development of IP consumer market and the rise of the cultural museum industry,the IP image shaping of the museum has become an important way to activate the museum brand market.From the perspective of IP consumption,this paper explores how the museum brand can better attract audiences and effectively promote the museum brand image communication in the highly competitive brand consumer market through the literature review and the analysis of typical cases.