甘肃省博物馆文创产品电商销售研究

Study on E-Commerce Sales of Cultural and Creative Products of Gansu Provincial Museum

摘要: 甘肃省博物馆作为承载“丝绸之路”文化记忆的核心机构，依托其丰富的馆藏文物与深厚的地方文化内涵，开发出一系列种类丰富、极具文化功能与创意性的文创产品。但通过分析甘肃省博物馆文创产品电商销售现状，发现其仍面临着产品创新欠缺、电商运营效率偏低、品牌影响力较弱、市场竞争力不足等问题。基于上述电商销售现存的问题与挑战，本文针对性地从产品、运营、营销、市场四个维度提出优化路径。旨在拓宽甘肃省博物馆文创产品的电商销售路径，增强其经济效益，促进“丝路文化”的广泛传播，努力实现“文化价值”与“经济价值”的双赢。同时也为其他地方博物馆文创产品的电商化发展提供范式参考。

Abstract: As a core institution carrying the cultural memory of the “Silk Road”, Gansu Provincial Museum has developed a series of cultural and creative products with rich varieties, prominent cultural functions and strong creativity, relying on its abundant collection of cultural relics and profound local cultural connotations. However, an analysis of the current situation of e-commerce sales of Gansu Provincial Museum’s cultural and creative products reveals that it still faces problems such as insufficient product innovation, low e-commerce operation efficiency, weak brand influence, and insufficient market competitiveness. Based on the aforementioned existing problems and challenges in e-commerce sales, this paper puts forward targeted optimization paths from four dimensions: product, operation, marketing, and market. The purpose is to expand the e-commerce sales channels of Gansu Provincial Museum’s cultural and creative products, enhance its economic benefits, promote the wide dissemination of “Silk Road culture”, and strive to achieve a win-win situation of “cultural value” and “economic value”. At the same time, it also provides a paradigm reference for the e-commerce development of cultural and creative products of other local museums.