宿州学院学报2024，Vol.39Issue(7)：58-62,74,6.DOI:10.3969/j.issn.1673-2006.2024.07.012
基于SWOT分析的博物馆文创品牌建设研究
Research on Museum Cultural and Creative Brand Building Based on SWOT Analysis:Taking the Palace Museum as an Example
摘要
Abstract
The iteration and upgrading of cultural consumption has given birth to the great development of museum cultural and creative industry.Based on the perspective of rejuvenation brand,SWOT tools were used to analyze the cultural and creative brand construction of the Palace Museum.It is found that the Palace Museum's cultural and creative brand has clear brand positioning,rich product types and various publicity means,but there are deficiencies in authorization management,research and development funds as well as product quality.Based on the development opportunities of policy,technology and consumer,as well as the challenges of peer competition,market risk,consu-mer demand,strategies for building museum cultural and creative brands are proposed,which are based on culture,highlighting product positioning and putting customers at the core and implementing precise marketing,using tech-nology as a means to innovate and integrate models and enhancing management level based on the brand.关键词
故宫博物院/SWOT/文创产业/品牌年轻化Key words
Palace Museum/SWOT/Cultural and creative industry/Brand rejuvenation分类
社会科学引用本文复制引用
林剑,刘迪,林艳芬,卢蕙娟..基于SWOT分析的博物馆文创品牌建设研究[J].宿州学院学报,2024,39(7):58-62,74,6.基金项目
福建省科技厅创新战略研究计划项目(2021R0120) （2021R0120）
泉州师范学院引进人才科研项目(H21016). （H21016）
