我国博物馆文化创意产品网络传播研究

发布时间：2018-06-20 10:52

本文选题：文化创意产品 + 博物馆　；参考：《湘潭大学》2017年硕士论文

【摘要】：博物馆文化创意产品是博物馆文化实现交流传播的实物依托,网络传播为博物馆文创产品带来了新的产品分类,提供了多样化的传播方式,为博物馆文创产品的传播带来了新的机遇和可能。通过运用文献资料法、个案分析法和描述性研究法,以我国11家博物馆文创产品示范单位为研究对象,参照拉斯韦尔“5W”传播模式,从传播内容、方式和效果三个层面系统分析了博物馆文创产品的网络传播。博物馆实体文创产品融入了博物馆的文化元素,但是却没有明确的“创意”界定标准;虚拟文创产品是以大众娱乐的方式,通过产品的科技融入来传播博物馆文化,但目前国内虚拟文创产品的形态种类偏少。目前我国博物馆文创产品的网络传播方式主要有微博、电商平台和微信这三种。博物馆商店微博能够实现对文创产品的集中推广和传播,但目前可以对文创产品进行集中传播的博物馆商店微博开设较少,微博上产品的呈现以“产品图片+文字介绍”为主,视频、直播、GIF动图等传播形式应用较少。电商平台的博物馆网店多以产品形态、功能和用途等为分类标准,但通过文化共性聚合同类产品和在平台讲文物故事的网店较少。微信的图文推送和微店营销的双重功能为博物馆文创产品的传播和销售提供了一个立体化的运营平台,但只有少部分博物馆开设了能够实现产品集中传播的博物馆商店微信公号,多数博物馆的文创产品是在博物馆官方微信公号中不定期分散传播的;微店多开设在博物馆官方微信公号的分栏中,造成产品集中宣传和便捷购买的分隔。文创产品的用户反馈有助于改进产品的网络传播效果。从用户在博物馆网店的产品购买评论和微博产品话题互动两方面分析发现,博物馆与用户的互动较弱,既有微信图文推送的连续性较差,也有微博对用户话题讨论引导薄弱的问题;另外,用户对产品线上线下联动需求强烈,表现在两个方面:一是用户在线下商店中的产品体验和线上快捷购买和邮寄的需求,二是线上微博的产品宣传过热而线下产品无法及时供应的需求不匹配。针对“传播内容”“传播形式”和“传播效果”三个层面存在的问题对我国博物馆文创产品的网络传播提出具体建议:清晰化实体文创产品对“创意”的界定,增强虚拟文创产品的种类;分离出产品的专门化传播路径,细化电商平台产品分类;加强与用户互动,增强线上线下联动。
[Abstract]:The creative products of museum culture are the physical support for the exchange and communication of museum culture. The network communication brings new product classification and provides a variety of communication methods for museum cultural creation products. It has brought new opportunities and possibilities for the dissemination of cultural creation products in the museum. By using the method of literature, case analysis and descriptive research, taking 11 museums in China as the research object, referring to the "5W" communication mode of Raswell, this paper discusses the content of communication. Methods and effects of the three levels of systematic analysis of the museum's cultural products network dissemination. The cultural elements of the museum are incorporated into the cultural creation of the museum entity, but there is no clear definition of "creativity". The virtual text creation product disseminates the museum culture by means of mass entertainment and through the integration of the technology of the product. But at present, the form of virtual text products in China is relatively small. At present, there are three main modes of network dissemination of museum literature creation products in China, such as Weibo, e-commerce platform and WeChat. The museum store Weibo can realize the centralized promotion and dissemination of the Wen Chuang products, but at present, the museum store Weibo which can carry on the centralized dissemination to the Wen Chuang product is few, the product presentation on the Weibo is mainly "the product picture text introduction". Video, live broadcast GIF motion map and other forms of communication applications are less. Most of the online shops of e-business platform take the product form, function and use as the classification standard, but there are few online shops that aggregate the similar products and tell the story of cultural relics in the platform through cultural commonalities. The dual function of WeChat's graphic and text push and microshop marketing provides a three-dimensional operating platform for the dissemination and sale of the museum's Wenchuang products. However, only a small number of museums have set up a museum store WeChat public number which can realize the centralized dissemination of products, and most of the museum's creative products are dispersed in the official WeChat official number of museums. Micro-shops are often opened in the official museum WeChat public number in the column, resulting in product focus and convenient purchase of the separation. The user feedback of Wenchuang product is helpful to improve the network communication effect of the product. It is found that the interaction between museum and user is weak and the continuity of WeChat text push is not good, from the two aspects of product purchase comment and Weibo product topic interaction of users in museum online store. In addition, there is a strong demand for product online and offline linkage, which is manifested in two aspects: the first is the product experience in the online and offline stores and the need to buy and mail quickly online. Second, the online Weibo product publicity overheating and offline products can not be timely supply of demand mismatch. Aiming at the problems of "communication content" and "communication form" and "communication effect", the paper puts forward some concrete suggestions for the network communication of museum literature creation products in China: clear definition of "originality" in substantive text creation products. Enhance the category of virtual product; separate out the product specialized propagation path, refine the product classification of e-commerce platform; strengthen the interaction with users, enhance the online and offline linkage.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G124;G269.2

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