摘要

在人们的固有认知中，博物馆是严肃、庄重、甚至刻板的代名词，其面向的受众面很窄，对于绝大多数的青年、中年人而言，博物馆是“阳春白雪”的代名词，其馆藏文物只可远观、不可亵玩，这显然不利于博物馆现有文化资源的传播。但故宫博物馆大胆迈进一步，打破人们对于博物馆文物的刻板印象，借助互联网经济的时代红利，重新思索如何进行馆藏文物的创意性转化，将传统文化与流行文化元素相结合，推出了一系列IP热点，切实提高了受众接受度和故宫文创产品的知名度，极大的促进了传统文化的推广和传播，并在此过程中实现了社会效应和经济效应的双丰收。
本文选取故宫博物馆文创产品为研究对象，主要分析在数字经济时代故宫博物馆如何打破认知，通过多渠道、多平台联动，突破博物馆在市场定位中的尴尬局面，推出火爆的以故宫淘宝“来自故宫的礼物”为代表的文创IP。在正文部分，文章首先对博物馆文化创意产品进行了简要介绍，包括其定义、分类，以及博物馆文创线下和线上运营方式；其次，借用市场营销经典理论4P理论分析了故宫博物馆与北京尚潮创意纪念品开发有限公司合作运营的故宫淘宝的市场营销策略；再次，文章总结分析了故宫淘宝在文创产品研发、推广方面面临的一些问题；最后文章分析了故宫淘宝的成功经验即精准定位，以供其他同类博物馆借鉴。
总而言之，在当代，所有行业或多或少都从数字经济中受益，而博物馆文创产品的研发与推广最具有典型性，这一方面体现在打破人们对传统文化认知，让人为之眼前一亮，另一方面体现在其成功之处值得多行业借鉴。

[关键词]故宫文创 运营模式 数字经济

Research on the operation strategy of Museum Cultural and creative products in the era of digital economy

—Take "Taobao of the Forbidden City" as an example

Abstract

In people's inherent cognition,museum is the pronoun of seriousness, solemnity, and even rigidity, and its audience is very narrow. For the vast majority of young and middle-aged people,museum is the pronoun of "spring and snow",and its cultural relics can only be viewed from a distance and can not be profaned, which is obviously not conducive to the dissemination of the existing cultural resources of the museum. However, the Palace Museum has taken a bold step forward to break people's stereotype of Museum Cultural Relics. With the help of new technology,it rethinks how to carry out thecreative transformation of cultural relics in its collection,combines traditional culture with popular culture elements, and introduces a series of IP hotspots, which effectively improves the audience's acceptance and popularity, and greatly promotes the promotion and dissemination of traditional culture, And in this process, the double harvest of social effect and economic effect has been realized.

This paper selects the cultural and creative products of the Palace Museum as the research object, mainly analyzes how the Palace Museum breaks through the cognition in the era of digital economy, breaks through the embarrassing situation of the museum in the market positioning through multi-channel and multi platform linkage,and promotes the popular cultural and creative products represented by Taobao "gifts from the Palace Museum". In the main body, the article first gives a brief introduction to the Museum Cultural and creative products,including their definition and classification; Secondly, it analyzes the marketing strategy of Taobao, which is operated by the Palace Museum and Beijing Shangchao creative souvenir development Co., Ltd.by using the classic marketing theory 4P; Thirdly,the paper summarizes and analyzes the problems faced by Taobao in the development and

promotion of cultural and creative products; Finally,the paper analyzes the successful experience of Taobao in the Forbidden City, which can be used for reference by other similar museums.

All in all, in the contemporary era,all industries benefit more or less from the digital economy, and the R & D and promotion of Museum Cultural and creative products are the most typical. On the one hand, it breaks people's traditional cognition and makes people see clearly.On the other hand, its success is worth learning from many industries.

Key words: Cultural and creative products of the Palace Museum operation mode digital economy