Research On The Current Situation And Prospect Of Museum Cultural Creative Product In Shandong Region

Museum cultural creative products mean that relying on the collection of cultural resources,museums design and develop various forms of product with core content of culture through creative transformation and promotion of science and technology.On the premise of ensuring the public welfare of the museum,developing and marketing cultural creative products are not only the inevitable requirement of the development of museum in public,but also the driving force for the research of new museology theory research and the development of basic functions of museum.In recent years,our country has paid more attention to the development and marketing of museum cultural creative products.In order to achieve the museum's self-hematopoietic function and enhance the vitality of our museums,many policy documents like opinions on promoting the development of cultural creative products in cultural relics units have been published.Also,the pilot work of developing and marketing of museum cultural creative products has been carried out.Shandong region which relies on Qilu culture has profound historical and cultural heritage.However,compared to Beijing,Shanghai,Jiangsu,Zhejiang and some other regions,the overall level of development and marketing of the museum cultural creative products in Shandong Province is relatively weak,the social influence is also relatively small.Shandong Museum which belongs to the cultural relics department is the provincial museum in Shandong province.Compared to the museums in municipalities and counties,cultural resources in Shandong Museum are more abundant,potential and strength of development and marketing of cultural creative products in Shandong Museum are also stronger.Shandong Museum began the practical exploration of development and marketing of cultural creative products from 2008,but it haven't gotten a higher degree of social concern.Therefore,in order to explore the development of museum cultural creative products in Shandong Province,this paper will analyze a series of theoretical research,like the rationality of the existence of museum cultural creative products,the definition of the concept of museum cultural creative products,the connotation and the attribute of museum cultural creative products,the division of types and the carding of intellectual property right of museum cultural creative products at first.On this basis,we select Shandong Museum as a major case to study.By making field visits,we will summarize and analyze the problems,the obstacles,the potentialities and the opportunities which are existing in the development and marketing of cultural creative products in Shandong Museum from different perspectives like the overview of development of cultural creative industry in Shandong Museum,the development process and the development mode of cultural creative products,the statistics of cultural creative products' types and characteristics,the overview of the marketing of cultural creative products,the marketing channels and the marketing strategies of cultural creative products.At the same time,we will take the method of questionnaires to count and analyze the consumer satisfaction of cultural creative products in Shandong Museum and the consumer demand of museum cultural creative products.It is hoped that this paper can provide reference for the development of cultural creative work in Shandong Museum.In addition,this paper also selects an industrial museum which is called Tsingtao Beer Museum as a referential case.Tsingtao Beer Museum which belongs to Tsingtao Brewery Co.Ltd has rich and varied cultural creative products,and its marketing mode is very flexible and diverse.Similarly,we will also summarize and analyze the proactive development concept,the flexible and unfettered development system,the adequate financial support,the accumulated brand culture,the development mode of categorization,the advanced design concept,the online and offline marketing channels,the acceptable product price system,the diversified promotional strategies of development and marketing of cultural creative products in Tsingtao Beer Museum through field research.It is hoped that the analysis would provide reference for the museums which belongs to cultural relics department like Shandong Museum.At last,on the basis of field research and analysis,this paper will put forward specific suggestions for the development and marketing of Shandong Museum cultural creative products.And then,specificity will be generalized to universality.The paper will give an expectation for the overall work of the development and marketing of cultural creative products of museums in Shandong region.It is hoped that the paper can contribute to the future development of cultural creative industry of museums in Shandong region.