数字赋能背景下云南省博物馆文创产品电商营销策略研究

Research on E-Commerce Marketing Strategies for Cultural and Creative Products of Yunnan Provincial Museum under the Background of Digital Empowerment

摘要: 在“互联网+”与文化产业深度融合的背景下，博物馆文创产品电商化已成为文化资源活化与博物馆可持续发展的重要路径。云南省博物馆依托古滇青铜文化、少数民族文化等独特资源，已搭建淘宝、小红书、微信小程序三大电商渠道，本文以云南省博物馆文创产品为研究对象，通过文献研究法、案例分析法及实地调研法，梳理其文创产品电商发展的现状，剖析当前在产品开发、渠道运营、品牌营销及用户运营等方面存在的问题，并结合国内优秀博物馆文创电商案例的经验，提出针对性的优化策略。研究旨在为云南省博物馆提升文创产品电商竞争力、实现文化价值与经济价值双赢提供参考，同时也为地方博物馆文创电商化发展提供借鉴。

Abstract: In the context of the deep integration of “Internet plus” and the cultural industry, the e-commerce transformation of museum cultural and creative products has become an important path for the revitalization of cultural resources and the sustainable development of museums. Relying on unique resources such as the ancient Dian bronze culture and ethnic minority culture, Yunnan Provincial Museum (hereinafter referred to as “Yunbo”) has established three major e-commerce channels: Taobao, Xiaohongshu, and WeChat Mini Program. This paper takes the cultural and creative products of Yunnan Provincial Museum as the research object, and through literature research, case analysis, and field research methods, it sorts out the current situation of the e-commerce development of its cultural and creative products, analyzes the existing problems in product development, channel operation, brand marketing, and user operation, and proposes targeted optimization strategies based on the experience of excellent domestic museum cultural and creative e-commerce cases. The research aims to provide a reference for Yunnan Provincial Museum to enhance the e-commerce competitiveness of its cultural and creative products, achieve a win-win situation between cultural value and economic value, and also provide a reference for the e-commerce transformation development of local museums’ cultural and creative products.