Research On The Operation And Management Optimization Of Hangzhou Canal Museum

Museums are important cultural landmarks.With the integrated development of culture and tourism,the traditional tourism industry is also developing and innovating.Museum is no longer a simple cultural display and dissemination subject of a city.At present,most of the museums in China are enhancing the attraction of museums through content innovation and extension of cultural and creative industries,changing the impact of tourism market on museum operation and competitive pressure.With the approaching of Museum reform and innovation,the operation and management of the museum is also likely to be adjusted.Therefore,this paper takes the Canal Museum in Hangzhou as a case study to explore the optimization of operation and management.After the development of the concept of "cultural tourism" during the 13 th Five Year Plan period,Hangzhou Canal Museum has made some achievements in cultural relics display,such as cultural exhibition and activity organization.However,with the new requirements of cultural confidence and cultural empowerment,the operation and management of museums need to be further improved.From a worldwide perspective,traditional museums are carrying the context of IP operation and development.In China,the operation and expansion of cultural IP are gradually carried out led by the Forbidden City,.The operation and management of Hangzhou Canal Museum also needs to be further upgraded to the idea of canal culture IP operation and development.Combined with the operation of domestic museums to carry out cultural derivative industry,a new direction of Canal Museum operation and management is formed,which is to develop cultural and creative industries based on canal culture IP.This paper describes the background of the full text of the study first,through field research and communication with Canal Museum experts,understand the operation and management of the Canal Museum fully,and in-depth communication of the Canal Museum in the current operation and management problems and cause analysis.After a comparative analysis of the macro environment and industry,the paper proposes that the Canal Museum should carry out the operation and management work based on the canal culture IP,establish the strategic awareness of operation and management and change the operation mode,clarify the content of operation and management based on evolutionary competitiveness,and integrate resources to improve the results of operation and management.Therefore,this paper puts forward the operation and management optimization scheme of the Canal Museum and defines the optimization content of the Canal Museum from the overall objectives,positioning,ideas and principles as well as the competitiveness evolution model,including clarifying the canal culture as the key point of operation and management,enhancing the market publicity of canal culture,and carrying out innovation in the IP industry chain of canal culture.Finally,the paper puts forward some safeguard measures,such as advocating the government to enhance the influence of canal culture,actively introducing operation and management talents,and constructing operation management index evaluation system.