博物馆文化创意产品开发意义及思路

The Significance and Thinking of the Development of Museum Cultural Creative Products

摘要: 文章对博物馆文化创意产品开发意义及思路进行了相关阐述。博物馆文化创意产品的设计开发具有重要的经济价值、文化价值、教育价值以及社会价值，但是在现阶段的开发过程中仍然面临着开发层次低，缺乏个性化文化产品；开发创意不足，产品同质化严重；开发产品市场推广欠缺，忽视专业市场化运作以及开发产品内涵挖掘不足，品牌意识薄弱等诸多问题。对此，博物馆需要增强文创产品市场细分，满足不同消费需求；加强文创产品创意赋能，增强产品吸引力；推进文创产品多渠道销售，优化市场化运作以及拓展文创产品内涵深度，培养品牌意识，以实现博物馆可持续发展。

Abstract: This paper expounds the significance and ideas of the development of museum cultural creative products. The design and development of museum cultural creative products has important eco-nomic value, cultural value, educational value and social value, but in the current development process it is still faced with low level of development, lack of personalized cultural products; de-velopment creativity is insufficient, product homogeneity is serious; there are many problems such as lack of marketing promotion, neglect of professional market operation, lack of connota-tion mining and weak brand awareness. In this regard, museums need to strengthen the market segmentation of cultural and creative products to meet different consumer needs; strengthen the creative ability of cultural and creative products, enhance the attractiveness of products; promote multi-channel sales of cultural and creative products, optimize market operation, expand the connotation of cultural and creative products, cultivate brand awareness, so as to achieve sustainable development of museums.