地方应用型高校文创产品的商业化路径研究——以宁波工程学院为例

Research on the Commercialization Pathways of Cultural and Creative Products in Local Applied Universities—A Case Study of Ningbo University of Technology

摘要: 高校文创产品是文化传播与品牌建设的重要载体，展现高校文化内涵的同时，推动地方经济与文化产业发展。然而，其商业化常面临市场定位不清、设计创新不足、渠道单一等问题，市场潜力受到制约。本研究以宁波工程学院为例，基于问卷调查数据开展现状分析。研究发现，消费者购买意愿较高，但文创产品的品牌认知度低、文化内涵不足、创新性欠缺。为此，本研究以构建长期稳定的文创生态系统为目标，提出四条商业化路径，为高校文创产品商业化及高校与地方经济融合发展提供理论与实践支持。

Abstract: University cultural and creative products serve as important vehicles for cultural dissemination and brand building, showcasing the cultural essence of universities while promoting local economic and cultural industry development. However, their commercialization often faces challenges such as unclear market positioning, insufficient design innovation, and single marketing channels, which constrain their market potential. This study, taking Ningbo University of Technology as an example, conducted a status quo analysis based on the result of questionnaire surveys. The research finds that while consumers’ purchase intention is high, the brand awareness of cultural and creative products is low, with insufficient cultural depth and innovation. To address these issues, this study aims to construct a long-term and stable cultural and creative ecosystem, proposing four commercialization pathways. These provide both theoretical and practical support for the commercialization of university cultural and creative products and the integrated development of universities and local economies.