The Research On Museum Cultural Licensing

Museums have abundant,diverse and historical cultural resources.The sufficient and in-depth excavation of museum cultural resources is conducive to the development of cultural and creative industries for museums,which has irreplaceable cultural,social and economic value.To maximize the transformation of resource advantages into cultural and creative industry advantages,cultural licensing is a crucial part.Based on above,this thesis firstly analyzes the nature,theoretical connotation,policy orientation and legal basis of museum cultural licensing,making a theoretical discussion on museum cultural licensing.Secondly,it expounds the content and nature of the museum’s cultural licensing,based on which it expounds three modes of cultural licensing,sorts out the process of cultural licensing,and proposes three guarantee mechanisms for the museum’s cultural licensing.Thirdly,it analyzes the development of the cultural licensing work of the China Three Gorges Museum in Chongqing,and makes a case analysis of the cultural licensing strategy of this museum from three aspects: exhibition licensing,brand joint licensing,and technological innovation licensing,after which it summarizes the revelations for the cultural licensing work of museums.Finally,the problems existing in museum cultural licensing in our country are clarified and prospects are put forward.