从讲产品到讲故事：数字叙事赋能博物馆文创产品营销

From “Presenting Products” to “Telling Stories”: Digital Storytelling Empowers Museum Cultural and Creative Product Marketing

摘要: 博物馆文创不仅能够拓展文化传播的深度与广度，增强公众对历史文化的情感认同，还能通过创新商业模式为博物馆可持续发展注入经济活力，实现文化价值与市场价值的双向赋能。本文探讨博物馆文创产品营销如何通过数字叙事提升效能，文章从叙事转向、互动转向与文化转向三个维度，分析数字叙事在拓展传播路径、增强文化认同与促进IP长效运营等方面的作用，旨在为博物馆文创营销的数字叙事提供理论支持与实践参考。

Abstract: Museum cultural and creative products (MCCPs) not only extend the depth and breadth of cultural dissemination and strengthen the public’s emotional connection to historical culture, but also inject economic vitality into the sustainable development of museums through innovative business models. This achieves a mutual reinforcement between cultural value and market value. This paper examines how digital storytelling enhances the effectiveness of MCCP marketing. Analyzing from three dimensions—a narrative turn, an interactive turn, and a cultural turn—it explores the role of digital storytelling in expanding communication channels, fostering cultural identity, and promoting the long-term operation of cultural IPs. The study aims to provide theoretical support and practical references for the application of digital storytelling in museum cultural and creative marketing.