新媒体视野下的博物馆文创营销策略研究  

Marketing Strategies of Museum Cultural Products Studied with a New Media Perspective

作　　者：唐义[1,2] 李俐婷[3] TANG Yi;LI Li-ting(School of Information Management, Wuhan University, Wuhan, Hubei, 430072;Institute for Digital Library, Wuhan University, Wuhan, Hubei, 430072;College of Liberal Arts and Social Sciences, City University of Hong Kong, Hong Kong,999077)

机构地区：[1]武汉大学信息管理学院,湖北武汉430072 [2]武汉大学数字图书馆研究所,湖北武汉430072 [3]香港城市大学人文社会科学院,香港999077

出　　处：《东南文化》2019年第5期104-109,共6页Southeast Culture

基　　金：2017年国家社科基金青年项目“‘资源驱动型’档案文化创意产品开发模式及其实现研究”(17CTQ031)阶段性成果之一

摘　　要：目前,国内博物馆的文创营销还存在诸多问题,如营销模式陈旧、消费者与博物馆之间缺少对话、产品设计同质化严重、缺少线上线下联动等。为了在"互联网+博物馆"的浪潮中更好地生存与发展,博物馆的文创产品营销策略必须自我革新。博物馆的文创营销要以用户为中心,积极开展社群营销,通过文化符号构建起差异化的品牌形象,并采用"O2O+SoLoMo"模式提升用户体验,这样才能更好地实现博物馆文创产品的艺术价值、文化价值和经济价值,也才能推动博物馆文创产业的持续发展。Problems such as the outdated marketing model, short of communication with consumers, homogenization of product design, and lack of online and offline interaction have been observed in the practices of cultural products development of museums in China. In order to survive and develop better in this "Internet + Museum" age, museums need to change their marketing strategies for cultural products. The new marketing strategy shall put consumers at its core. Community marketing shall be carried out and a differentiated brand image comprising cultural symbols needs to be built. It is also suggested that the "O2O + SoLo-Mo" model shall be adopted to improve user experiences. With these changes, the artistic, cultural and economic values of museums ' cultural products can be better realized and the cultural industry better deve - loped.

关 键 词：博物馆 文创产品 新媒体 线上销售 互动 产品营销 

分 类 号：G269.2[历史地理—考古学及博物馆学]