Research On The Development Of Museum Cultural And Creative Products

The Rise of Cultural and Creative Industries and Creative Economy in the Context of Economic Globalization,as well as the transformation of the public education service experienced by modern museums,drive museums to actively develop cultural and creative industries,in order to broaden sources of funds and better achieve the purpose of educational dissemination.In recent years,the development of China's museum cultural and creative industry has ushered in new opportunities and presents a good trend.However,due to the constraints of institutional mechanisms for a long time and the constraints of concepts,talents,funds,markets,design levels,and other multiple bottleneck factors,a complete and efficient cultural and creative industry chain has not yet been constructed,and it is unable to meet the reform and transformation of museums in the context of creative economy.Compared with the application practice of museums developing cultural and creative products,theoretical research has lagged behind.Therefore,at the present stage,systematic research on the frontier hot topics of "Museum Cultural and Creative Product Development" has a strong theoretical and practical significance.This dissertation attempts to use the theoretical methods of art marketing,art theory,and museum management,combining the field research and case analysis,to analyze the following issues:As a non-profit public-welcome cultural organization,how can a museum locate and develop cultural and creative industry?What are the various formats and mainstream forms of museum cultural and creative industries?In the era of visual consumption,how do we define the conceptual connotation and value composition of "Museum Cultural and Creative Products" in the view of cultural capital theory and educational communication science?What are the key strategic links and major development models for the value chain of museum cultural and creative industries?How do we view the current problems of the museum's cultural and creative products in the designing and marketing links from the perspective of art theroy and art marketing?How to break through the bottleneck of the development of China's museum cultural and creative products as a whole,and then build a complete and efficient cultural and creative industrial chain?In response to the above problems,this dissertation first analyzes the macro-social context and internal and external drivers of the development of cultural creative industries in museums,and a variety of emerging industries that are brought about by the integration of internet technology,pointing out that the mainstream form is still the development of cultural and creative products.Secondly,it defines the connotation and extension of the concept of "Museum Cultural Creative Product",and believes that it has a complex and diverse value system with economic value,educational value,aesthetic value and emotional value as the core.Then,using the"value chain" and "smile curve" theories,from the perspective of the construction of the museum 's cultural and creative industry chain,it focused on analyzing the art licensing model of museum cultural and creative product development,and its core strategic links "Product designing" and "Marketing promotion".From the perspective of art theroy,referring to excellent design cases,it proposes nine principles,five design methods,and three design processes that museums should follow to design cultural and creative products.Under the framework of the theory of art marketing and museum overall marketing,it discusses the four strategies needed for marketing and promotion of cultural and creative products:market positioning,classified pricing,channel development,and brand promotion.Finally,it analyzes ten issues that restrict the in-depth development of museum cultural and creative industries in China.It also discusses how to create a favorable policy environment from the government,the reform of the internal institutional mechanisms of museums,the deep participation of social forces,and the construction of industrial chains,which helps to crack the development bottleneck at all levels,linking museum resources with high-quality industrial resources,and establishing a differentiated museum cultural and creative industry development model.