浅析博物馆文创产品的电商销售之路

A Brief Analysis of the E-Commerce Sales Path of Museum Cultural and Creative Products

摘要: 博物馆文创产品是博物馆社会教育与服务功能的延伸，其不但承载着与博物馆相关的历史信息，而且随着时代的进步被赋予了新的文化内涵与审美艺术。人们在文创产品的使用过程中拥有文化体验，产生情感的共鸣，这种共鸣既能满足人们的精神文化需求，又能增强民族自豪感和文化认同。博物馆文创产品的传播，实现了博物馆的社会教育和公共服务功能，也能带来一定的经济效益，也是未来博物馆发展的新趋势。但是因为传统的电商销售模式的弊端，文创产品走进千家万户的目标遭遇到了瓶颈。随着互联网的广泛普及，“文创产品 + 电商”这一新型的交易平台成为文创产品进入流通环节的突破口，使得博物馆文创产品的电商化呈现广阔的发展前景。

Abstract: Museum cultural and creative products are an extension of the social education and service functions of museums. They not only carry historical information related to museums, but also have been endowed with new cultural connotations and aesthetic arts with the progress of the times. People have cultural experiences and emotional resonance in the use of cultural and creative products. This resonance can not only meet people’s spiritual and cultural needs, but also enhance national pride and cultural identity. The dissemination of cultural and creative products in museums has realized the social education and public service functions of museums, and can also bring certain economic benefits. It is also a new trend for the future development of museums. However, due to the drawbacks of traditional e-commerce marketing models, the goal of cultural and creative products entering thousands of households has encountered bottlenecks. With the widespread popularity of the Internet, the new trading platform of “cultural and creative products + e-commerce” has become a breakthrough for cultural and creative products to enter the circulation link, making the e-commerce of museum cultural and creative products have a broad development prospect.