A Literature Review on Museum Merchandising and Branding based on Cultural Heritage Creative Design

Jiamin Wang
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Abstract

The cultural and creative industries and the massive dissemination of information in the age of digital media provide new vehicles for the transmission and expression of cultural heritage and use the language of design to capture people's sensibilities, express cultural connotations, and bring the value of history to audiences through new media. Museums, as institutions of culture collection and dissemination, also want to increase their visibility by creating their brand. At the same time, as an important part of urban tourism, museum branding is also conducive to enhancing people's understanding and identification with local culture. For museums, the merchandising and branding of museum-based cultural heritage is an important part of museum marketing, in which museums' cultural heritage design products also tend to function as both consumer promotion and cultural expression. This paper is a literature review using methods that include analysis of literature database platforms and interdisciplinary research and discusses the impact of product design on the branding of museums' cultural heritage. Focusing on the relationship between museum branding and communication with audiences, as well as further study of dialectical thinking on the cultural dimensions of museum product expression, thus identifying key knowledge and research processes in this area.
基于文化遗产创意设计的博物馆商品和品牌文献综述
数字媒体时代的文化创意产业和信息的大量传播,为文化遗产的传承和表达提供了新的载体,并利用设计语言抓住人们的感性,表达文化内涵,通过新媒体将历史的价值带给受众。博物馆作为文化收藏和传播机构,也希望通过打造自己的品牌来提高知名度。同时,作为城市旅游的重要组成部分,博物馆品牌建设也有利于增强人们对地方文化的理解和认同。对于博物馆而言,博物馆文化遗产的商品化和品牌化是博物馆市场营销的重要组成部分,其中博物馆的文化遗产设计产品也往往兼具消费者推广和文化表达的功能。本文是一篇文献综述,采用文献数据库平台分析和跨学科研究等方法,探讨了产品设计对博物馆文化遗产品牌建设的影响。重点关注博物馆品牌建设与观众沟通之间的关系,以及进一步研究博物馆产品表达的文化维度的辩证思维,从而确定该领域的关键知识和研究过程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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