调研分析:国内博物馆文创发展现状及创新路径研究

Investigation and analysis:Research on the current situation and innovation paths ofculture and creativity development of domestic museums

中华传统文化的创造性转化和创新性发展为博物馆文创的发展带来重要机遇。国内博物馆文创起步较晚但发展迅速,文章基于对国内文创产业、代表性博物馆文创产品和文创消费现状的深入调查,发现当前博物馆文创主要存在文化品牌创新不足、文化推广力度不够、消费需求不明确、产业链发展不完善等问题,提出“挖掘文化资源,加强创新设计;跨领域融合,数字驱动创新;整合文化脉络,传递品牌基因;完善产业链合作机制,实现资源互补”是博物馆文创实现创新发展的有效路径。以期为现代博物馆文创产品开发提供现实依据和参考,从而推进博物馆文创产业的可持续发展。

The creative transformation and innovative development of Chinese traditional excellent culture bring important opportunities for the development of museum culture and creativity.The culture and creativity of domestic museums started late but has developed rapidly.Based on the in-depth investigation of the domestic cultural and creative industry,cultural and creative products of representative museums and the current situation of cultural and creative consumption,this paper finds that the current cultural and creative museums mainly have problems such as insufficient cultural brand innovation,inadequate cultural promotion,unclear consumer demand,and imperfect industrial chain development.In response to these problems,“excavating cultural resources to strengthen innovative design,integrating cross-disciplines to achieve innovation-driven development,integrating cultural context to transfer brand gene,and improving the cooperation mechanism of the industrial chain to realize resource complementarity”are effective paths for museums’cultural innovation to achieve innovative development.The article is expected to provide realistic basis and scientific reference for the development of cultural and creative products of modern museums,so as to promote the sustainable development of the cultural and creative industry of museums.