新媒体视角下高校博物馆文创产品营销策略研究

Research on Marketing Strategies of Cultural and Creative Products of College Museums under the Perspective of New Media

摘要: “博物馆热”持续升温，带动着博物馆各行业的蓬勃发展，当下各博物馆的文创已俨然成为践行“让文物活起来”理念的最主要、最流行、最具吸引力的方式之一，高校博物馆作为其中一支参赛队伍要想在这场激烈的竞争中找到突破重围的市场机会，必须在把握住自身优势的同时，抓住文化消费、文化底蕴、政策支持这几个高校博物馆文创营销的有效着力点。据此，高校博物馆可以通过新媒体传播，线上 + 线下服务体验相结合、文创产品设计与新媒体技术相结合、高校官方新媒体资源构建营销新模式，增强消费者对文创产品的认同感，提高消费频率。

Abstract: “Museum fever” continues to heat up, driving the vigorous development of the museum industry; the current museum culture and creativity has become one of the most important, the most popular and the most attractive ways to practice the concept of “letting the cultural relics come alive”; as one of the participating teams in this fierce competition to find a breakthrough in the encirclement of the market opportunity, we must grasp their own advantages at the same time, seize the cultural consumption, cultural heritage, policy support of the effective focus of cultural and creative marketing of university museums. Accordingly, university museums can build a new model of marketing through new media communication, combination of online + offline service experience, combination of cultural and creative product design and new media technology, and official new media resources of universities to enhance consumers’ identification with cultural and creative products and increase the frequency of consumption.