Research On Museum Souvenir Design Based On Consumer Experience Theory

In today's fast development of cultural and leisure tourism industry,as the center of history and culture,museums have their strong advantages.Relevant featured cultural souvenir is cultural symbol of every museum.The souvenir can not only realize development of local cultural and tourism industries,it can increase economic and social benefits of museums,fully manifesting museums' function to stimulate economy and transmit culture.Museums have profound artistic and cultural resources of different times and civilizations in China's long history,which enables development and innovation of museum souvenir to have unique advantages,empowers it with cultural value,realistic value and art collection value,stimulates mental sense of identity for tourists,manifests and transmit cultural features of different countries and regions,and brings in substantial social and economic returns.Through consumer experience value theory,the thesis starts from museum souvenir,carries out research on development and innovation elements of domestic museums and foreign museums,analyzes souvenir's relationship among cultural connotation,external design,marketing methods,and consumer demand.It carries out profound research of tourist structure and demands direction in Hangzhou's museums,and it proposes development design model of Hanzhou West Lake Museum souvenir based on the previous two researches.