设计管理驱动博物馆文创产品开发策略研究

Development Strategy of Cultural and Creative Products of Museums Driven by Design Management

以设计管理的战略活动类型作为主体指导框架,提出并验证一种适用于博物馆视域下的文创产品开发策略。通过理论分析法,界定设计管理概念,划分战略活动类型;以文献研究为基础,对现阶段国内外博物馆文创产品的开发策略进行梳理,构建在设计管理驱动下博物馆文创产品开发的新型策略;通过案例验证法,以韩国国立中央博物馆文创产品开发为例,验证该策略的可行性与普适性。本文提出了三个阶段的策略方案:一是在战略规划型框架下,应注重博物馆文化理念的设计统筹;二是在组织策划型框架下,应侧重博物馆架构的协作与创新;三是在执行体验型框架下,应专注博物馆文创产品的触点服务。本研究有助于博物馆在激烈的文创产品竞争中,找寻出符合自身发展的特色化策略。

By taking the types of strategic activities of design management as the main guiding framework,this paper aims to propose and validate a development strategy for cultural and creative products suitable for museums.Firstly,through the theoretical analysis,the concept of design management is defined,and the types of strategic activities are divided.Secondly,we reviewed the current development strategies of cultural and creative products of museums at home and abroad based on literature research and constructed a new strategy for the development of cultural and creative products of museums driven by design management.Thirdly,through the case verification method,the feasibility and universality of the strategy are verified by taking the cultural and creative product development of the National Museum of Korea as an example.This paper puts forward three strategic schemes:first,under the framework of strategic planning,we should pay attention to the overall design of museum cultural ideas;second,under the framework of organization and planning,emphasis should be placed on the collaboration and innovation of museum architecture.Thirdly,under the framework of executive experience,we should focus on the contact service of museum cultural and creative products.This study is to help the museums find out their characteristic strategy in line with their own development in the fierce competition for cultural and creative products.