| 摘要: |
| 目的 理清国内博物馆文创产业的发展现状以及所存在的问题。方法 通过对博物馆文创产品集中展示的各类展览会的实地走访，并综合运用实地观察、访谈询问、网络搜索、统计分析等市场调研方法，完成对国内博物馆文创产业发展轨迹的跟踪；通过对材料的整理与分析，理清博物馆文创产业发展所面临的问题。结论 博物馆文创产业在系列化开发、授权机制、商品包装、体验设计、商品品类、营销推广等六个方面都取得了可喜的发展成绩，但还存在着不少问题，如同质化现象严重、地域发展差异明显、商品化程度不高等。为了促进博物馆文创产业的健康发展，最后提出了如正确认识文创产品、构建产品开发体系、打造文创设计孵化器等对策建议，以解决博物馆文创产业发展中的相关问题。 |
| 关键词: 产品设计 博物馆文创产品 设计方法 艺术授权 |
| DOI：10.19554/j.cnki.1001-3563.2019.24.010 |
| 分类号:TB472 |
| 基金项目:2020年浙江省哲学社会科学规划课题（20NDQN322YB）；2019年教育部人文社会科学研究一般项目（19YJC760050） |
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| Museum's Cultural and Creative Industry: Present Situation, Problem and Direction |
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CHENG Hui
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Zhejiang University of Finance and Economics Dongfang College, Hangzhou 310018, China
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| Abstract: |
| The work aims to clarify the development status and existing problems of domestic museum cultural and creative industry. Through field visits to various exhibitions that intensively exhibited cultural and creative products in museums, and comprehensive application of field observation, interview and inquiry, internet search, statistical analysis and other market research methods, the tracking of the development track of cultural and creative industry in domestic museums was completed. Through the collation and analysis of materials, the problems faced by the development of cultural and creative industry in museums were clarified. The museum cultural and creative industry has made gratifying achievements in six aspects, including serial development, authorization mechanism, commodity packaging, experience design, commodity category and marketing promotion. However, there are still many problems, such as serious homogeneity, obvious regional development differences and low commercialization degree. In order to promote the healthy development of cultural and creative industry in museums, some countermeasures and suggestions are finally put forward, such as correctly understanding cultural and creative products, constructing product development system, and building cultural and creative design incubator, so as to solve the relevant problems in the development of cultural and creative industry in museums. |
| Key words: product design museum's cultural and creative product design method art licensing |
