数实融合模式下故宫文创盲盒跨境营销与贸易研究

Research on Cross-Border Marketing and Trade of the Palace Museum Cultural and Creative Blind Boxes under the Model of Digital and Physical Integration

摘要: 在数字经济深度赋能文化贸易与RCEP框架全面落地的双重背景下，文创产品跨境销售成为中华文化“走出去”的重要路径。故宫文创盲盒凭借数实融合模式，在跨境市场展现出独特竞争力。本文基于国际贸易理论、文化传播学理论与数字经济理论，结合海关总署、跨境电商平台等多维度数据，系统分析故宫文创盲盒跨境销售的现状特征、可行性基础与核心挑战，提出“文化适配–渠道优化–成本管控–品牌建设”的跨境销售优化策略。双线融合模式能有效破解文创产品跨境销售中的文化认知壁垒与贸易转化脱节问题，而中华礼文化的精准转译是提升产品差异化竞争力的关键，可为同类传统文化IP跨境销售提供参考。

Abstract: Against the dual backdrop of the in-depth empowerment of cultural trade by the digital economy and the full implementation of the RCEP framework, the cross-border sales of cultural and creative products have become an important path for Chinese culture to “go global”. With its integration model of digital and physical entities, The Palace Museum Cultural and Creative Blind Boxes have demonstrated unique competitiveness in the cross-border market. Based on international trade theory, cultural communication theory, and digital economy theory, and combined with multi-dimensional data from the General Administration of Customs and cross-border e-commerce platforms, this paper systematically analyzes the current characteristics, feasibility basis, and core challenges of the cross-border sales of The Palace Museum Cultural and Creative Blind Boxes, and proposes an optimized cross-border sales strategy covering “cultural adaptation—channel optimization—cost control—brand building”. The dual-line integration model can effectively address the problems of cultural cognitive barriers and disconnection between trade conversion in the cross-border sales of cultural and creative products. Moreover, the accurate translation of Chinese ritual culture is the key to enhancing the differentiated competitiveness of products, which can provide a reference for the cross-border sales of similar traditional cultural IPs.