数字化语境下遗址博物馆的品牌塑造研究——以殷墟博物馆为例

Research on Brand Building of Archaeological Site Museums in the Digital Context—A Case Study of Yinxu Museum

摘要: 在数字化转型背景下，遗址博物馆虽拥有深厚的历史文化资源，却因展示门槛高、传播渠道单一、公众感知壁垒深等问题，长期面临品牌影响力与文化资源不匹配的困境。本文以殷墟博物馆为核心案例，构建“场内建构–场外传播–在地联结”三维分析框架，系统探讨数字化语境下遗址博物馆品牌塑造的逻辑与路径。研究发现：场内层面，多模态数字技术通过“现场复原–数字叙事–智慧交互”递进式展陈，有效消解专业性与大众可及性之间的结构性矛盾；场外层面，以共情传播为策略核心，依托分层媒介矩阵与公众共创机制突破场馆边界，实现品牌认同的全域扩散；在地层面，博物馆与城市文化规划形成相互支撑、协同发展的共生关系，为品牌长效发展提供结构性支撑。本文提炼出“认知建立–认同扩散–关系锚定”的递进式品牌活化逻辑，为遗址博物馆品牌建设提供了兼具理论与实践意义的分析范式。

Abstract: In the context of digital transformation, archaeological site museums possess profound historical and cultural resources, yet they have long faced the dilemma of a mismatch between brand influence and cultural resource endowment due to high barriers to exhibition access, limited communication channels, and deep public perception gaps. Taking Yinxu Museum as a core case study, this paper constructs a three-dimensional analytical framework of “on-site construction-off-site communication-local connection” to systematically explore the logic and pathways of brand building for archaeological site museums in the digital context. The study finds that: at the on-site level, multimodal digital technologies effectively dissolve the structural contradiction between professionalism and public accessibility through a progressive exhibition system of “scene restoration-digital narrative-intelligent interaction”; at the off-site level, with empathetic communication as the strategic core, the museum breaks through spatial boundaries by relying on a layered media matrix and public co-creation mechanisms to achieve comprehensive brand identity diffusion; at the local level, the museum and urban cultural planning form a mutually supportive and synergistic symbiotic relationship, providing structural support for long-term brand development. This paper distills a progressive brand revitalization logic of “cognition establishment-identity diffusion-relationship anchoring”, offering analytical paradigm of both theoretical and practical significance for brand building of archaeological site museums.