摘要
数字技术使文创产品范围从传统衍生品扩展到教育APP、数字体验等多元形态。通过SWOT分析发现,我国博物馆文创已形成本土化运营模式,品牌塑造能力显著提升,但存在产品同质化、研发规划模糊、收益分配传统等劣势。政策支持与消费升级为产业发展提供了机遇,而行业竞争加剧与文化公信力挑战则构成主要威胁。研究根据运营模式分析结果提出博物馆文创产品新的设计原则。
Digital technology has expanded the scope of cultural and creative products from traditional derivatives to various forms such as educational apps and digital experiences.Through SWOT analysis,it was found that China's museum cultural and creative products have formed a localized operation model,with a significant improvement in brand building capabilities.However,there are disadvantages such as product homogeneity,ambiguous research and development planning,and traditional revenue distribution.Policy support and consumption upgrading have provided opportunities for industry development,while intensified industry competition and challenges to cultural credibility constitute the main threats.Based on the analysis results of the operation model,this study proposes new design principles for museum cultural and creative products.
作者
赵晓祎
聂影
ZHAO Xiaoyi;NIE Ying
出处
《丝网印刷》
2025年第14期1-5,共5页
Screen Printing
关键词
数字时代
博物馆文创
运营模式
文化公信力
digital age
museum cultural and creative products
operation model
cultural credibility
