Research On The Design Of Cultural And Creative Products Of Shandong Museum Based On O2O Mode

With the integration of contemporary economy,society and culture,the government has increased support for cultural and creative industries,and the development of museum cultural and creative products has ushered in new opportunities and challenges.With the penetration of mobile Internet and high-tech,O2O(Online To Offline)mode gradually comes into the public’s view.It integrates the advantages of both Online and Offline channels,forms a closed-loop structure that connects user needs and drives the value cycle,thus bringing new experience of consumption mode and a new path of industrial transformation.The closed-loop advantages of O2 O model are highly in line with the development needs of museum cultural and creative products,especially in the aspects of diversified design forms,socialization of communication channels and interesting user experience.This paper takes museum cultural and creative products as the main research object.Firstly,through literature analysis,it sorts out the O2 O model and relevant theories of museum cultural and creative products,and summarizes three development models of museums from the O2 O perspective,namely,online and offline integration model,creative experience marketing model and multi-dimensional industry link model.On this basis,the paper further explores the development status,development orientation and value embodiment of museum cultural and creative products under O2 O mode.Secondly,the author summarizes the design elements through the four design levels of visual layer,behavior layer,service layer and entity layer,and puts forward the design and marketing strategy of museum cultural and creative products with case analysis method.Finally,research by field visits,carding shandong museum wen gen product development present situation,and then through the questionnaire survey for consumers and in-depth interviews of museum management,induce consumers and museum of text and the core of the product demand,thus deduces the shandong museum and product design,on the design practice of shandong museum.The research aims to realize the transformation and upgrading of cultural and creative products of Shandong Museum,expand the market of cultural and creative products of Shandong Museum,promote the economic growth of local cultural and creative industry,and provide path reference for the design of cultural and creative products.