文博IP跨界联名市场营销策略分析——以三星堆博物馆为例

Analysis of Cross-Border Collaborative Marketing Strategies for Cultural and Museum IP—A Case Study of Sanxingdui Museum

摘要: 在数字经济与文化强国战略的驱动下，文博机构正通过跨界联名营销实现文化资源的创造性转化。本文以三星堆博物馆为案例，分析其文博IP跨界联名策略的理论基础、驱动力及实践路径。三星堆博物馆通过与餐饮、美妆、游戏等领域的跨界合作，构建了“文化资源活化–符号转译–价值共生”的市场营销体系，实现了文化资本与商业资本的良性互动，为文博IP的长效开发提供了参考。

Abstract: Driven by the digital economy and the strategy of building a cultural power, cultural and museum institutions are achieving creative transformation of cultural resources through cross-border joint marketing. This article takes the Sanxingdui Museum as a case to analyze the theoretical basis, driving forces and practical paths of its cross-border joint marketing strategy for cultural IP. Through cross-border cooperation with industries such as catering, beauty, and games, the Sanxingdui Museum has established a marketing system of “activation of cultural resources-symbol translation-value symbiosis”, achieving a positive interaction between cultural capital and commercial capital, and providing a reference for the long-term development of cultural IP.