The Research On Museum Cultural Licensing In The Horizon Of Cultural Creative Industries

Cultural and creative industries take culture and creativity as the key elements of industry connotation, highlight the production of creative intellectual achievement achieved by the investment of culture, creativity and other intangible resources. The development of cultural and creative industries pays more attention to the development and application of intellectual property rights, realizes the improvement of industrial radiation and permeability through the transformation and application of intellectual property rights, enhances the mobility of culture and creativity, as well as the re combination ability with other industry factors, so as to promote the upgrading of traditional industries and the optimization of overall industrial structure in enhancing the added value of industry. Therefore, cultural and creative industries have the features of apparent inclusion, originality and strong permeability, high added value. Under the influence of new museology concept, the functions of museum have been far beyond the traditional scope, become more social and diversity. The value proposition of museum begins to serve for the society and its development, value concept gradually highlights the inclusion, participation and integration of social development. Therefore, with the deep level demands of cultural and creative industries on cultural content and the infiltration expansion of industrial structure, the museum is inevitably included in the development of cultural and creative industries, and become part of it. Museum should take the initiative to adapt to the development laws and industrial characteristics of cultural and creative industries, change its location, so as to better play all functions under the guidance of core values, achieve the enhancement of overall value. This requires the museum to transform the development model of cultural and creative industries, changing from non market structure model which is guided by the museum self-centeredne to cultural licensing mode with the public as the center. On this basis, this paper makes an exploratory analysis on the museum cultural licensing from following aspects under the perspective of cultural and creative industries, forms a preliminary research framework and research conclusions.Firstly, it analyzes the connotation, nature and characteristics of cultural licensing, expounds the category, constituent elements and main types of museum cultural licensing on this basis, and discusses the significance of museum cultural licensing. Cultural licensing means that the owner authorizes the owned or agent cultural creations, or produced products and rights of product related subject to the authorized person for application in a form of contract, the authorized person could apply the authorized matter for the production, sales, and non-profit activities of other products in specific geographical area and time range according to the contract, and pay the royalty or other remuneration to the owner according to the agreement. Cultural licensing is reflected as a kind of cultural production and reproduction behavior in China mainland, the essence of cultural production is the production of value. Thus, cultural licensing is essentially a system of value production and reproduction. Cultural licensing has the characteristics of value path diversification, product form particularity and intellectual property dependency. Museum culture authorization is the authorization of subject matters that represent the museum culture based on the museum in situ culture. Museum culture licensing shows a production relations network composed by the authorized subject, object, media and different elements in the operation. Museum cultural licensing usually includes museum art authorization, image authorization, brand authorization, patent authorization and traditional technology authorization, publishing authorization, audio and video authorization. Significance of museum culture licensing lies in:through museum culture licensing, it can realize the transformation of museum cultural resources inventory to the increment of cultural and creative industries; Museum cultural licensing is the innovation of its cultural and creative industries development mode, is conducive to the space development and value extension of museum cultural and creative industries; Museum cultural licensing helps to improve the supply ability of museum cultural and supply flexibility to the market.Secondly, Based on the analysis of theoretical basis of cultural licensing, it constructs a theoretical framework of museum cultural licensing, reveals the rationality and feasibility of museum cultural licensing from the legal basis. Industry convergence theory, utility theory, value chain theory, transaction cost theory, symbolic product theory and smile curve theory together constitute the theoretical basis of cultural licensing. With this support, cultural licensing has a theoretical significance. The theory frame of museum culture licensing directly comes from the production copy theory of cultural industry, "network law" of cultural economy and cultural embedding theory. Museum cultural licensing mechanism meets the demand of maximum multiple output function of museum with the input of limited production factors, so that it has a certain rationality in the production factor inputs and comprehensive benefit output. Museum cultural licensing is in line with current policy oriented, has a certain rules and regulations basis, this makes it legal. According to the public goods theory and optimal product theory, museum cultural licensing product has the mixing feature of public and private products as well as the advantages of excellent and effective products, thus enhancing the feasibility of museum cultural licensing. From the perspective of protection and utilization of intellectual property rights, museum cultural licensing is the need for the effective protection and full use of intellectual property.Thirdly, It completely explains the process of museum cultural licensing, and puts forward various mechanisms to ensure the smooth progress of museum cultural licensing. The article thinks that museum cultural licensing is a systematic process system, it requires the organic coordination of various departments in the museum and effective connection of each link. The process of museum cultural licensing includes: cultivation of cultural licensing concept and consciousness, integration, evaluation and digitalization of museum cultural resources, establishment of museum cultural licensing window and planning formation, intellectual property management for the content of cultural licensing, promotion and marketing of authorized subject matter, consulting, negotiation and contract signing of authorized process, product conversion and production flow of authorized subject matter, feedback of supervision and management after authorization. Intellectual property management mechanism of authorized content, clear funding source and revenue feedback mechanism, collaborative linkage mechanism in authorization process and publicity mechanism of the culture licensing information together constitute the protection mechanism of museum cultural licensing, museum cultural licensing process not only pay attention to the process operation, but also needs to activate various mechanisms, gives full play to the role of them in museum cultural licensing.Forth, based on the analysis of museum core competitiveness, it puts forward three structural modes of museum cultural licensing:direct authorization mode, entrust authorization mode and comprehensive authorization mode. It also reveals the value chain form under different cultural licensing modes. This paper combines the cultural licensing mode of British Museum, Le Louvre Museum Museum and Metropolitan Museum of Art, makes thorough analysis for above three cultural licensing modes, and discuses the composition of value chain under different modes.Fifth, the paper makes a deep analysis on the internal and external factors that affect the museum cultural licensing. Development trend and characteristics of current cultural consumption, psychology and preference of public cultural consumption, public recognition of Museum Cultural Resources, museum’s popularity and influence, brand and influence of museum exhibitions, popularity and reputation of authorized subject matter, connotation and value of museum cultural licensing product, marketing effectiveness of museum cultural licensing are the main factors affecting the museum cultural licensing. The smooth operation of museum cultural licensing needs to:adapt to the changes of cultural consumption environment and public cultural consumption psychology and preferences, give full play to the subjective initiative, overcome the adverse effects, accumulate forward momentum, thus to promote the sustainable development of museum cultural licensing.