数字化赋能博物馆文创产品的营销策略研究

Research on Marketing Strategies of Digital Empowerment Museum Cultural and Creative Products

摘要: 在数字化背景下，博物馆的文创产品不仅是广泛传播博物馆文化的重要载体，也是连接博物馆与游客的关键纽带。然而，中国本土博物馆在文创产品营销方面仍存在一些不足。通过探讨博物馆文化创意产品营销中存在的问题及探讨数字化赋能的解决方案，旨在为我国博物馆文化创意产品的发展提供有益的参考，并为博物馆探索新的发展路径。

Abstract: Under the background of digitalization, cultural and creative products of museums are not only an important carrier for the extensive dissemination of museum culture, but also a key link between museums and visitors. However, China’s local museums still have some shortcomings in the marketing of cultural and creative products. By exploring the problems existing in the marketing of museum cultural creative products and the solutions of digital empowerment, this study aims to provide a useful reference for the development of museum cultural creative products in China and explore a new development path for museums.