發(fā)布時(shí)間：2018-06-20 10:52

  本文選題：文化創(chuàng)意產(chǎn)品 + 博物館　； 參考：《湘潭大學(xué)》2017年碩士論文

【摘要】：博物館文化創(chuàng)意產(chǎn)品是博物館文化實(shí)現(xiàn)交流傳播的實(shí)物依托,網(wǎng)絡(luò)傳播為博物館文創(chuàng)產(chǎn)品帶來了新的產(chǎn)品分類,提供了多樣化的傳播方式,為博物館文創(chuàng)產(chǎn)品的傳播帶來了新的機(jī)遇和可能。通過運(yùn)用文獻(xiàn)資料法、個(gè)案分析法和描述性研究法,以我國11家博物館文創(chuàng)產(chǎn)品示范單位為研究對象,參照拉斯韋爾“5W”傳播模式,從傳播內(nèi)容、方式和效果三個(gè)層面系統(tǒng)分析了博物館文創(chuàng)產(chǎn)品的網(wǎng)絡(luò)傳播。博物館實(shí)體文創(chuàng)產(chǎn)品融入了博物館的文化元素,但是卻沒有明確的“創(chuàng)意”界定標(biāo)準(zhǔn);虛擬文創(chuàng)產(chǎn)品是以大眾娛樂的方式,通過產(chǎn)品的科技融入來傳播博物館文化,但目前國內(nèi)虛擬文創(chuàng)產(chǎn)品的形態(tài)種類偏少。目前我國博物館文創(chuàng)產(chǎn)品的網(wǎng)絡(luò)傳播方式主要有微博、電商平臺和微信這三種。博物館商店微博能夠?qū)崿F(xiàn)對文創(chuàng)產(chǎn)品的集中推廣和傳播,但目前可以對文創(chuàng)產(chǎn)品進(jìn)行集中傳播的博物館商店微博開設(shè)較少,微博上產(chǎn)品的呈現(xiàn)以“產(chǎn)品圖片+文字介紹”為主,視頻、直播、GIF動(dòng)圖等傳播形式應(yīng)用較少。電商平臺的博物館網(wǎng)店多以產(chǎn)品形態(tài)、功能和用途等為分類標(biāo)準(zhǔn),但通過文化共性聚合同類產(chǎn)品和在平臺講文物故事的網(wǎng)店較少。微信的圖文推送和微店?duì)I銷的雙重功能為博物館文創(chuàng)產(chǎn)品的傳播和銷售提供了一個(gè)立體化的運(yùn)營平臺,但只有少部分博物館開設(shè)了能夠?qū)崿F(xiàn)產(chǎn)品集中傳播的博物館商店微信公號,多數(shù)博物館的文創(chuàng)產(chǎn)品是在博物館官方微信公號中不定期分散傳播的;微店多開設(shè)在博物館官方微信公號的分欄中,造成產(chǎn)品集中宣傳和便捷購買的分隔。文創(chuàng)產(chǎn)品的用戶反饋有助于改進(jìn)產(chǎn)品的網(wǎng)絡(luò)傳播效果。從用戶在博物館網(wǎng)店的產(chǎn)品購買評論和微博產(chǎn)品話題互動(dòng)兩方面分析發(fā)現(xiàn),博物館與用戶的互動(dòng)較弱,既有微信圖文推送的連續(xù)性較差,也有微博對用戶話題討論引導(dǎo)薄弱的問題;另外,用戶對產(chǎn)品線上線下聯(lián)動(dòng)需求強(qiáng)烈,表現(xiàn)在兩個(gè)方面:一是用戶在線下商店中的產(chǎn)品體驗(yàn)和線上快捷購買和郵寄的需求,二是線上微博的產(chǎn)品宣傳過熱而線下產(chǎn)品無法及時(shí)供應(yīng)的需求不匹配。針對“傳播內(nèi)容”“傳播形式”和“傳播效果”三個(gè)層面存在的問題對我國博物館文創(chuàng)產(chǎn)品的網(wǎng)絡(luò)傳播提出具體建議:清晰化實(shí)體文創(chuàng)產(chǎn)品對“創(chuàng)意”的界定,增強(qiáng)虛擬文創(chuàng)產(chǎn)品的種類;分離出產(chǎn)品的專門化傳播路徑,細(xì)化電商平臺產(chǎn)品分類;加強(qiáng)與用戶互動(dòng),增強(qiáng)線上線下聯(lián)動(dòng)。
[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.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206;G124;G269.2

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