数字时代博物馆文创产品营销创新机制研究——基于三维驱动框架的多案例分析

Research on Innovative Marketing Mechanisms for Cultural and Creative Products in Museums in the Digital Age—A Multi-Case Analysis Based on a Three-Dimensional Driving Framework

摘要: 本文聚焦数字时代博物馆文创产品营销创新，提出“技术赋能 × 跨界融合 × 用户共创”三维驱动框架，以河南博物院、成都博物院等多案例分析，剖析各机制在提升文创产品营销效能中的作用路径。研究发现，技术赋能打破时空限制，延伸博物馆文化传播边界；跨界融合激活文化溢价，增强产品吸引力；用户共创构建长效生态，实现文化传承与商业价值双提升。该框架为文化资产数字化营销提供理论模型与实践范式，助力博物馆文创产业突破困境，拥抱数字浪潮，实现可持续发展。

Abstract: This paper focuses on marketing innovation for cultural and creative products in museums in the digital age. It proposes a three-dimensional driving framework of “technology empowerment × cross-border integration × user co-creation” and uses multiple case studies, such as the Henan Provincial Museum and the Chengdu Museum, to analyze the role of each mechanism in improving the marketing effectiveness of cultural and creative products. The study finds that technology empowerment breaks the constraints of time and space and extends the boundaries of cultural communication for museums; cross-border integration activates cultural premiums and enhances product appeal; user co-creation builds a sustainable ecosystem, achieving dual enhancement of cultural heritage and commercial value. This framework provides a theoretical model and practical paradigm for the digital marketing of cultural assets, assisting museums in breaking through challenges in the cultural and creative industry, embracing the digital wave, and achieving sustainable development.