Study On Network Communication Of Cultural And Creative Products In China's Museums

Cultural and creative products in museums is the base of museums' cultural communication.Network provides new products classification and multiple communication channels,which brings new opportunities and possibilities for museums' cultural and creative products.The thesis chooses 11 museums in China as research objects to analyze the current communication situation,reflecting problems of their cultural and creative products from three aspects by using methods of literature review,case analysis and descriptive research.Museums' cultural and creative products are divided into two types,one is the real product,and the other is the virtual product.The real product contains elements of museums' culture,while having no specific standard about product creativity.By social media,the virtual product communicates museums' culture with a popular entertainment character.However,comparing with virtual products abroad,the amount and the categories of virtual products in China is less.Three network communication channels including Weibo,E-commerce platform,Weixin are discussed.Weibo of museum shops realize centralized communication of products,but the number of museum shops' Weibo are limited,and Weibo's form is single which is consisted by products' instructions and images.E-commerce platform classifies products by the function and form instead of culture universality.Weixin is a three-dimensional platform with functions of both publicity and marketing,but the two functions are not fully combined together.Users' feedback promotes network communication effects.Users' comments on e-commerce platform and topic interaction of Weibo are focused,finding that the interaction between museum and users is less and user's need on the communication of online and offline is strong.From analyzed parts above,suggestions from views of communication content,communication forms and users' feedback are given.Creativity of cultural and creative products should be clearer and the types and the number of virtual products should be enriched.It is necessary to make more specialized products communication channels and products classification on network platform.From the aspect of users' need,interaction with users and with both online and offline should be reinforced.