| Since the 21 st century,the Chinese government has advocated that museums be open to the public free of charge.Therefore,Chinese museums have gradually become institutions that can be visited by the public free of charge.Under this development background,museums gradually began to sell cultural and creative products.The sales of cultural and creative products can not only increase revenue for the operation of museums,but also have a good interaction with the public,so that the general public can have a good sense of participation and a certain sense of museum style,so that museums can better play their educational functions.The Outline of the National Cultural Development Plan during the Eleventh Five Year Plan period in 2006 clearly pointed out that vigorously promoting the cultural industry should be the primary task of national development.In 2016,the national cultural department issued the Notice on Several Opinions on Promoting the Development of Cultural Creative Products in Cultural Relics Units,in which 92 cultural innovation pilot units were announced for the first time.At the same time,the state indicated that it would strongly support these innovation pilot units.With the support and promotion of the national government,it has created a good social environment for the development of the museum cultural and creative products industry,and also pointed out a clear direction for the industry.In addition,China’s manufacturing industry,which has a huge industrial base,provides strong support for the development of cultural and creative industries.The innovative economy of cultural and creative industries is like a new blood,which has injected Chinese manufacturing industry.The two complement each other.However,the cultural and creative development of museums still faces difficulties.For cultural and creative products of museums,creativity and innovation can be said to be the soul.Looking at the cultural and creative market of museums today,except for the Forbidden City and Shanghai Museum,other museums have not been equipped with professional teams to develop cultural and creative products.As a result,most museums always follow the design and development direction of popular cultural and creative products such as the Forbidden City,resulting in a large number of products with serious homogeneity in the market.In order to break through the former "tourist souvenir" model,jump out of the serious homogenization product dilemma,and truly transform into a product that can be loved by the majority of consumers,museums need to extract unique and representative cultural symbols from the cultural heritage of their collections,further innovate and develop,and form unique cultural and creative products.From the perspective of brand personality,this paper analyzes the homogeneity of museum cultural and creative products,and tries to put forward relevant countermeasures,which will help promote the development of museum cultural and creative products.This research takes the cultural and creative products of museums in Zhejiang Province as the research object,and introduces the brand personality theory into the brand research of cultural and creative products of museums.Through the use of SPSS26.0 and AMOS28.0 software for empirical testing,a total of 314 formal samples were collected.From the perspective of consumer perception,based on consumer purchase decision theory and self enhancement TRA theory,the relationship model between the brand personality,perceived value,and change in purchase intention of museum cultural and creative products was constructed.The brand personality dimensions were expanded to analyze the difference in the role of five different dimensions of brand personality and purchase intention.The results show that different dimensions of cultural and creative product brand personality have different effects on consumers’ purchase intention.According to the conclusions of the empirical study,this paper puts forward the corresponding theoretical enlightenment,and provides targeted management inspiration for the development of museum cultural and creative product brands,and puts forward the limitations of this study,as well as future research prospects. |
