价值感知视角下陕西历史博物馆文创产品优化研究

Research on the Optimization of Cultural and Creative Products of Shaanxi History Museum from the Perspective of Value Perception

博物馆文创产品是博物馆从“收藏型”升级转型为“参与型”中的重要组成部分,博物馆应基于本身馆藏资源以及地域元素加大对文创产品的研发。本文从消费者需求角度出发,以陕西历史博物馆为研究对象,在消费者价值感知理论的指导下,运用IPA分析法研究了消费者对于陕西历史博物馆文创产品的价值感知评价。研究发现,陕西历史博物馆文创产品存在的主要问题是:历史文化知识的有效展示需改进;产品形式创新不足,吸引力需进一步提升;产品价值感知与价格不对等。因此,本文针对现有问题针对性提出改进建议:深挖文化内涵,强化历史文化载体功能;加强科技赋能,推动数字文创;注重氛围营造,打造体验式消费场景;深度挖掘文化资源,超IP跨界联名。

Museum cultural and creative products are an important component of the upgrading and transforma-tion process of museums from“collectible”to“participatory”.Museums should increase their research and de-velopment of cultural and creative products based on their own collection resources and regional elements.From the perspective of consumer demand,taking the Shaanxi History Museum as the research object,under the guidance of consumer value perception theory,this study identifies five dimensions including culture,inno-vation,function,beauty and perceived value,and uses IPA analysis to study the value perception evaluation of consumers’cultural and creative products of Shaanxi History Museum.Research has found that there are three problems with the cultural and creative products of Shaanxi History Museum:the effective display of historical and cultural knowledge needs improvement;insufficient innovation in product form and further im-provement in attractiveness;product value perception and price are not equal.Therefore,this study pro-poses corresponding optimization suggestions based on existing problems to enhance the value perception of Shaanxi History Museum,provide more ideas for the optimization and development of cultural and creative products,help the collection resources of Shaanxi History Museum burst into new vitality,improve market competitiveness,expand brand effect,and showcase the strong historical and cultural atmosphere of Shaanxi land.