Research On The Core Competitiveness Of Museum’s IP Operation From The Perspective Of Value Chain

As culture has become a new consumption direction,the boom in IP has emerged in the film,television,literature,animation and other industries,and has gradually spread to the cultural industry.2016 became the first year of museum IP operation.By 2019,museum IP has become a new economic hotspot.The cultural and creative undertakings of museums have developed rapidly,such as the National Palace Museum and the National Museum of China.while other museums,especially small and medium-sized museums,because lack market-oriented operational thinking,they are difficult to cope with the more complicated and intense environment.How to use the museum’s own resources,government policy support,and other factors to operate the museum IP has become the focus problem of major museums.Therefore,this article first combs the current research literature on museum IP,value chain and other related content,and proposes research ideas.Secondly,based on the research content,define the museum IP,cultural and creative products,etc.,and take the value chain and core competitiveness theory as the theoretical basis for this article.Focus on analyzing the impact of the above theory on the construction of evaluation index system and the core competitiveness of museum IP.Based on the existing research,the museum’s IP core competitiveness evaluation system is constructed,and the reasons and specific steps for using the analytic hierarchy process and fuzzy comprehensive analysis method are explained.The aim is to find the most important link in the value chain and the core competitiveness.Furthermore,we select the Palace Museum as a modle,analyze and compare the operation status of other museum such as National,Shanghai,Suzhou,Dunhuang museum.Using the basic data found on the questionnaire and official website,the weight and membership of the evaluation index of the museum’s IP operation are obtained through the analytic hierarchy process and fuzzy comprehensive analysis method,and the final evaluation result is calculated.It is concluded that the core competitiveness of the Palace Museum is currently at the top,and found out its core competitiveness.Finally,combined with the evaluation results of its core competitiveness,the Palace Muscum was used as a typical benchmark, the author puts forward suggestions for the existing problems of museum IP operation.