Museum Cultural and Creative Brand System Based on Public Cultural Platform Construction

• 영문명: 基于公共文化平台构建的博物馆文创品牌系统
• 발행기관: Korea Institute for Humanities and Social Sciences(KIHSS)
• 저자명: SUN Shuangmei
• 간행물 정보: 『Journal of Global Arts Studies (JGAS)』Vol.3, No.2, 106~115쪽, 전체 10쪽
• 주제분류: 인문학 > 기타인문학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

[Background] Museums are vital for preserving civilization and providing cultural services. However, homogenization, confused positioning, and lack of systematicity in state-owned museum cultural and creative product development are significant concerns in the cultural sector. [Objective] This study systematically analyzes state-owned museum cultural and creative branding's essential attributes and system construction, then proposes strategies and pathways for building their C&C brand system. This aims to enrich the theoretical framework for such development. [Method] Integrating public cultural services, museology, and brand management theories, this research defines the core logic for state-owned museum brand and C&C development, where cultural undertakings lead cultural industries. It identifies existing problems through a systematic analysis of case studies and practical experiences. [Results] The study defines “cultural undertakings guiding cultural industries” as the core logic for state-owned museums and constructs a cultural and creative brand system framework based on public cultural platforms. The framework includes a five-dimensional path of brand value definition, market analysis, product innovation, marketing, and evaluation; establishes an industry-university-research mechanism of “museum-led, social participation, diversified development, and platform-based sales”; and forms a hierarchical brand system, where national museums inherit cultural context, provincial museums showcase diversity, and municipal museums create regional characteristics. [Conclusion] Introducing a public cultural service-based system, this study creates a cultural undertaking-led industry paradigm for cultural and creative brands. This innovation addresses homogenization and attribute confusion in state-owned museum cultural and creative development, revitalizing the cultural industry. Through government guidance, museum platform operations, and social collaboration, it secures cultural dissemination and economic benefits, cultivating a distinct Chinese cultural and creative development model and discourse.

영문 초록

【背景】博物馆在传承人类文明和提供文化服务方面具有不可替代的作用。国有博物馆在博物馆文创产品开发领域所存在的同质化普遍、属性定位混淆、系统性缺失等现象，成为文化事业和文化产业领域中的焦点问题。 【目的】系统探讨国有博物馆文创品牌本质属性与系统构建问题，在此基础上提出构建国有博物馆文创品牌系统的思路和路径，丰富国有博物馆文创品牌开发的理论经验。 【方法】综合运用公共文化服务理论、博物馆学理论、品牌管理理论等，提出文化事业引领文化产业的国有博物馆品牌建设和文创开发核心逻辑，结合案例和实践经验对现实问题进行梳理分析。 【结果】研究明确“文化事业引领文化产业” 为国有博物馆核心逻辑，构建基于公共文化平台的文创品牌系统框架。该框架含品牌价值界定、市场分析、产品创新、营销及评估五维路径；形成“博物馆主导、社会参与、多元开发、平台销售” 的产学研机制；建立分层品牌体系，国家级传承文脉，省级展现多元，市级打造区域特色。 【结论】本研究构建的文创品牌系统以公共文化服务为核心，确立文化事业引领产业的范式。该范式破解国有博物馆文创同质化、属性混淆难题，为文化产业开拓新径。通过政府引导、博物馆平台运营与社会协同，实现文化传播与经济效益统一，助力形成中国特色文创发展模式与文化产业话语体系。

목차

1 引言

2 国有博物馆的三维价值体系

3 国有博物馆的本质属性与功能

4 国有博物馆文创开发现状

5 基于公共文化平台构建博物馆文创品牌系统

6 博物馆文创品牌系统的价值与意义

7 结语

参考文献

키워드

Public Cultural Services State-Owned Museums Museum Cultural and Creative Products Brand System 公共文化服务；国有博物馆；博物馆文创；品牌系统